The Kaiser Chiefs worked with Wieden + Kennedy London, B-Unique and and Fiction Records (a division of Universal Music UK) to take digital album downloads into a new dimension, an effort that ranks #4 in our IX Best of 2011.
Fans can create - and sell - their own bespoke versions of the new album, The Future Is Medieval, by picking 10 songs out of 20 and designing their own artwork before they download their album from the Kaiser Chiefs website. The process also gives them their own web page, banner ads for their blog, posters and social media tools to advertise their album. For every album they sell they get one Pound Sterling. And if they don't want to create one, they can simply pick from versions that others have created.