How do you feel multimedia and its related marketing has helped shape the recording industry? Joe: it's a shame, because it's not A&R [artist and repertoire] anymore, which to me is the heart and soul of a record company: going out discovering new bands, developing new talent. In the 90s, record companies are becoming more and more like IBM, more like regular corporations. And the music industry isn't like any other industry, because it's music, it's art. Youre putting something into a product form which is an art and then trying to market it. it's not an exact science. For a lot of major companies these days, their primary focus is marketing. There are marketing research companies that work for these large labels. How do you approach multimedia as a promotional tool? Mike: Even if we were in a position where people were buying our CDs, I don't think people would really care if we put out an enhanced CD. Honestly, I don't think the people who listen to Kennel District really give a shit about that kind of stuff. Joe: At this point, it's about the music or nothing. Mike: That's right. This type of stuff has absolutely nothing to do with the music. Nothing to do with the art or the craft. Joe: Yeah, unless somebody would come up with an amazing idea, or would do something with it and create something really cool. I want to set up a website for Noise Factory, showcasing clips of [Kennel Districts] music, not just from their CDs, but also do a live concert, which we have taped, and just stream it with RealAudio on the Web, and do a club night on the Web.