Fax campaign for I Thought the Future Would be Cooler album from YACHT, US Fax campaign for I Thought the Future Would be Cooler album from YACHT, US
Fax campaign for I Thought the Future Would be Cooler album from YACHT, US Fax campaign for I Thought the Future Would be Cooler album from YACHT, US
Fax campaign for I Thought the Future Would be Cooler album from YACHT, US Fax campaign for I Thought the Future Would be Cooler album from YACHT, US

Forgotten fax

19 : 08 : 2015 YACHT : Fax Machine : I Thought The Future Would Be Cooler

Los Angeles – Musicians YACHT have found a novel use for the humble fax machine, breathing new life into old technology.

  • YACHT gave 300 fans a preview of the cover art for their new album
  • The only catch was that it had to be printed using a fax machine

For the launch of their new album, I Thought The Future Would Be Cooler, musical duo YACHT developed Fax.lnk, a single-use web app. Fans could use the app to identify nearby stores offering fax services and send a copy of the artwork to be printed. 

Jona Bechtolt and Claire L Evans of YACHT were drawn to the fax machine’s connection to sound and took pity on a technology that was never given the opportunity to be more than a business tool.

‘It’s not like technology is something that just develops in a single, monolithic way, where as soon as it becomes obsolete it disappears and is replaced by something else,’ says Evans. ‘We live in a world in which we are surrounded by things at varying degrees of obsolescence.’

The Big Picture: One of technology’s greatest strengths is also one of its biggest weaknesses. Short product lifecycles are an increasing source of consumer frustration. Read our macrotrend The Immortal Brand for more.

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