Trent Reznor is singer/songwriter, composer and producer, he is the vocalist and many of the instrumentals in Nine Inch Nails. Masnick used Reznor as his example in a presentation in Cannes in France. In his presentations Masnick argues that the connection with fans in addition to the reason to buy results in the business model. Without these Masnick believes that artists will struggle to make money.
Through example of Reznor we can see that he connects with his fans using online alternate reality games as a way of follwing the band in a more involved manner. In addition he also would purposely leak music to build hype over the next coming CD, he also made CD's which changed colours under different light and heat intensity's which is obvoiusly the reason to buy coming into effect. This also helps to combat piracy as fans feel urge to buy the physical copy. Due to this leakage of music he was eventually dropped by his record label which provoked him to make it on his own. For one of his albums he gave away 9 free copies to stimulate the interest in his music using the connection with fans part of his scheme. He then sold the next 36 copies at $5, and a two disc CD box set with a booklet for $10, the box set and booklet increasing reason to buy. Following this was a $300 deluxe package and 2500 signed copies. They won a grammy for their song wish in 1993 and had a song at number two in the charts in 1994, their highest selling track in America. He then released an album called 'slip' for free. Reznor is an easy example of this formula because he uses many methods to Connect with his Fans and give them a reason to buy his albums, like his connection through the website which offers forums, pictures, videos and updates from the band.
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