I previously wrote about MGMT's new creative way of packaging their sophomore album "Congratulations" by way of scratch-off album artwork, but now there is another interesting twist with the release of this album. "Congratulations" was set for an April 13th release date in the US, but like many albums these days, it was recently leaked on the internet. In order to go with the flow, MGMT wanted to offer a free download of the album to their fans. Columbia, however, was against that and thought it a better idea to stream the album from the official MGMT website.
This is a good idea, because it will get more fans to the website. With more visits to the site there will probably be more purchases from their online merch store as well as other interactive actions on their site. It really works to their favor now to have a limited edition release of the scratch-off albums, because since fans can already listen to the album online for free, this will be incentive for major fans to go out and actually buy the album. All around, I don't think the leak was a terrible issue for the band, because bringing more traffic to the site now with the free streaming will still benefit the band.
Listen to the album at: www.whoismgmt.com