Macy Gray had a lot to say after touring for two years in support of what was to become her multi-platinum, Grammy winning debut, On How Life Is. The id is the much-anticipated funk-soul-rock-R&B love child of those road days, and now Epic Records is giving fans access to it online at http://www.MacyGray.com.
Gray co-produced The id with Darryl Swann (who also leant his knob turning skills on “Life”), and co-executive produced with the legendary Rick Rubin. http://www.MacyGray.com invites you tap into the far reaches of The id and access unreleased tracks, exclusive downloads, contests, special features and more.
On July 16, a teaser site launched at http://www.AccessYourId.com boasting a first glimpse at Gray’s new work with a clip from the lead-off single, “Sweet Baby.” Each week following, a new full-length track from the album has been featured and then archived on the site, including a limited edition bonus track called “Shed” that will only be available on the first pressing of The id.Also showcased is the full-length video for “Sweet Baby” streaming full-length and on-demand at the site, as well as a promotional e-card with a puzzle game allowing solvers to hear a clip of the soon-to-be disco anthem, “Sexual Revolution.” Each feature has allowed fans and newbies to delve deeper into The id and the psyche of Macy Gray.
In conjunction with the release of The id, a full super-site launched at http://www.MacyGray.com where http://www.AccessYourId.com features will be available for a limited time, and a track-by-track commentary from Gray herself is also featured. In addition to the events happening on the teaser and official sites, Epic’s New Media Department has teamed up with some of the biggest music partners on the Internet to further expose Gray’s id as well as offer fans advance access to the album, exclusive downloads, opportunities to win trips to meet Macy on her upcoming North American tour and more.
“Macy Gray is a once-in-a-lifetime musical talent, with a style and sensibilities all her own,” said Mike Tierney, Sr. Vice President of Epic Records. “The fans who bought On How Life Is are as diverse and as passionate as her music. We realized that to do justice to Macy’s album and to reach her fans, we needed an Internet plan that was equally unique. Between the teaser site at http://www.AccessYourId.com and the broad range of users at promotional partners such as VH1.com, BestBuy.com, AOL, MTV.com, GetMusic.com and BBC America, we are hoping to find for The id the wide audience it deserves.”
“Macy Gray has been instrumental in breaking new ground in pop music across all demographics,” said Ceci Kurzman, Vice President of Worldwide Marketing for Epic Records. “In a similar vein, the new media campaign to launch The id is arguably the most inclusive and diversely integrated campaign for a new artist release to date.”
“In 1999, Macy Gray told us ‘How Life Is,”‘ stated Cory Llewellyn, Senior Director, Epic New Media. “In 2001 she’s delivered a brilliant follow-up with The id which will appeal to existing and soon-to-be fans across innumerable genres and borders. The events and features at http://www.AccessYourId.com and http://www.MacyGray.com have not only allowed these fans to quell their extensive curiosity surrounding this release, they also afford them the opportunity to delve deeper into Macy’s id and access facets of it not available on the CD or anywhere else.”