The new Autechre record has been released a month ahead of time for download. This is a strange tactic for Warp. After all, Autechre doesn’t need the buzz. They’ve got a built-in fanbase who will likely buy the record no matter what.
Precedent shows that Booth and Brown are somewhat averse to having their material leaked beforehand, and this may be a way of cutting that off before it starts. Before Draft 7.30 was released, someone was distributing “bootleg” advance copies which were, in fact, completely fake.
If it’s not early promotion, and it’s not a means to circumvent leaks, why release the record early? It could be that Warp (or the artists) lack confidence in it.
It’s a harsh judgment, but Autechre have not only released some truly great music, they’ve rewritten a great many of the rules along the way. It’s rare for an artist to become an influence within their own career, and rarer still for them to avoid treading the same ground twice. Continued...