London, UK-based dance club The Ministry of Sound has released one of its record label division’s latest singles exclusively on the Internet, a month before its general release – the latest in a growing line of on-line-only adventures. Europe’s top dance club is using the immediacy of its Web site to offer users a series of up-to-the minute club previews. Prompting the move was an unprecedented demand for ‘Let The Sun Shine’ by Mississippi house singer Theo Gerideau. James Bethell, Ministry of Sound development director said that the label has been overwhelmed with calls by people trying to get hold of a promo. Finally we decided to give out a sample on the Internet. Now the idea of releasing a sample to all Club-site members has caught on and we will be sampling each of our singles before release. The single’s pre-release is one of the new features on the re-vamped Ministry of Sound Web site. An interactive Artists & Repertoire section contains samples of demos considered by talent spotters for release on one of the dance club’s four labels, with a users’ poll to calculate the most popular tracks. Set for full release next year will be a virtual club, offering the total dance scene for the dedicated groover.
