May the farce be with you

After a 10-week hiatus celebrating 10 years of Minus, the collective has unveiled a new concept in community.
Beginning with a date in Detroit during Movement 08, fans of Minus will have the chance to interact with the The Cube — a method of registering their live presence within the Minus environment — and will then have access to exclusive tracks, will be able to upload demos and will have the chance to win some quality gear, including Native Instruments’ Traktor Scratch System.
According to a conversation with Richie Hawtin, founder of the label, The Cube explores “how technology allows us as artists — and the audience — to make further human contact than would have been possible in the past.”
So what exactly is The Cube?
According to the press release, “What is apparent is that the Cube is a highly advanced communications device that responds positively to the presence of humans and interacts accordingly.”
Put into terms that most earth beings can understand, it’s a concept that’s both virtual and physical.
Seriously are these guys trying to make people detest them now? Or make their fans feel ashamed? Or do some people love this kind of thing? I suppose they must. Don’t get me wrong, I’ve nothing against people doing something conceptual, but M_nus has the feel of a juggernaut rock act at the moment, as it blasts out these projects where the concept seems pretty empty.
Maybe the problem is that conceptual projects just don’t work when you’re already hugely successful. There’s just no possible subtlety, it’s like the size of the artist drowns out what they’re actually doing. Also in this case I just think: “Why are M_nus doing this?” and I can’t think of what it says or means beyond the kind of vague references to the wonder of modern communication usually used to sell us mobile phones.
And THAT photo . It defies ridicule. Anyone want to try and make a good caption for it?
Here’s an idea, if you want to make human contact with your fans then why not communicate with them outside of these endless pompous press releases? Or by releasing some records that people like?



