While other musicians settle for press releases, print ads and radio spots to create hype for an upcoming album, saxophonist and composer Joe Lovano has taken publicity one step further by creating Joe Lovano’s Streams of Expression-A Video Scrapbook, a Web site documenting the recording process of his latest album.
Bret Primack, who has produced videos and Web sites for Lovano in the past, created the site specifically to market a jazz recording. The Web site offers 12 short videos-totaling about one hour of footage-depicting Lovano rehearsing, performing at the Village Vanguard and recording at Avatar Studios during Dec. 2005.
With the Internet being a low-cost, high-distribution medium, Primack and Lovano hope to reach countless jazz fans. Videos included in the scrapbook are Streams of Expression, which features two suites played by Lovano’s extended ensembles, The Real Joe Lovano, a portrait of the artist by friends and band mates and John Hicks, a tribute to the late pianist.
Streams of Expression, Lovano’s new Blue Note album, is slated for release Aug. 1.
Check out Streams of Expression-A Video Scrapbook at streamsofexpression.com.