Convincing people to actually buy your CD is one of the most difficult challenges that modern bands will encounter.  Really tough competing against the popular free mp3 distribution platforms rapidshare, mediafire, megaupload, and zshare [via the leak economy]. Fortunately, larger mindie and maltstream bands have strong tribes of followers who will 'buy into' any gimmick that the band utilizes to differentiate from other competitors. This zany video continues to set the 'buzz wheels' in motion for MGMT's Congratulations album release meme hype cycle.

In this video, MGMT attempts to 'sweeten the deal' by offering a kewl coin with your uniquely packaged CD. This coin seems to have some sort of Pagan / Satanic symbols on it. You are supposed to use the coin to scratch off the front cover of the album. Seems 'fun', but not sure if I want to scratch off something I paid mad bank for.

Also, they say that the CD booklet has 62 pages. It seems like they are trying to 'sell a book' or something like that.  I wonder if it has lyrics, or cool pix of the band, or kewl art, or something.  Maybe it lists place where u can use MGMT money to buy merch [via pagan coins].
It seems like this is a good strategy to help them 'cross over' further into the mainstream, charting in their first week between #1-5, depending on the competition. Not only will they use the 'gimmick packaging' technique, but they will probably also sell their album for 1.99 at the iTunes music store.

Is MGMT 'doing everything right'?
Is MGMT's album going to be critically panned?
Is MGMT's album going to be the #1 commercial indie album of the year, or will they 'fall short' of Vampire Weekend?

Should I buy a hardcopy of the MGMT album or just spend it on $11 worth of scratch off lottery tickets?

Is 'the album' dead?
Is 'the CD' dead?
Is 'the mp3' dead? [via live performance art economy]