Sometimes I'm not sure what comes first, the chicken or the press release.

Seems these days major labels are scrapping the bottom of their creativity bins to try to figure out what will sell records. Since they already know it isn't talent that sells records, it must be a press release; a press release proclaiming they've broken barriers and done something completely different than any other artist has ever even dreamed of. That is surely the way to remind the radio hits' fans (those folks that don't keep up with the New Release Boards or subscribe to the fan club RSS feed) that they do still exist and they have a new record coming out.

Radiohead and Nine Inch Nails have gone the route of trusting that the music itself is enough to keep their fans and curious folks supporting their lifestyle. Even Of Montreal is tapping into their thinktanks to get the word out about their new record with multiple "value add" options to the purchase of the album.

Meanwhile, Fall Out Boy is handing out donut boxes with t-shirts and cds inside to random passers by (way to take care of the super fans dude) and this past Thursday Oasis put together their own Rock Lottery:

—Innovative Launch of "Dig Out Your Soul" Features City Street Musicians Performing Unreleased Songs—

NYC & Company, New York City's marketing, tourism and partnership organization today announced a partnership with Warner Bros. Records for the launch of the new album "Dig Out Your Soul" by British band Oasis, in stores October 7, 2008.

The launch will see Oasis use the streets of New York City as the stage to premier their new music. Entitled "Dig Out Your Soul in the Streets," the launch which will be captured in a documentary created by NYC & Company's creative agency of record, Bartle Bogle Hegarty (BBH) New York, will take place on Friday, September 12, 2008 beginning at 10am with an intimate rehearsal session where their new songs "The Turning," "Bag it Up" and "(Get Off Your) High Horse Lady," along with new single "The Shock of the Lightning" will be taught to an eclectic group of more than 30 New York City street musicians from the Metropolitan Transportation Authority (MTA) Music Under New York Program. That same afternoon, the street musicians will take to the City streets to perform three unreleased Oasis songs publicly for the first time.

What's your read on this new "think outside the box" / "go grassroots" phenomenon? What's been your favorite / least favorite idea thus far? Do you have any big ideas?

Personally, even though it isn't major label, I certainly fall prey to the fancy marketing — most recently when Keith John Adams offered to write a song for the first 40 people who pre-ordered his new record.