Dig out your soul, by Oasis was one of the presents that Santa lovingly wedged into my stocking this Christmas and whilst it isn’t their greatest effort, it is certainly a return to form. Now the thing about Oasis (apart from either loving or hating them) is that they are kind of renowned for being quite anti marketing, so to get them to do anything outside of an interview has to be a pretty good idea (and by the creds, it looks like it was BBH that came up with it).

To launch the album in the US, before its release Oasis got some of the best buskers in New York to play a couple of their songs in their own unique styles and created an 18 minute, high definition documentary that you can find on Myspace. In the eloquent words of Liam, here is how he described the project, Full Myspace HD version, Oasis – Dig Out Your Soul In The Streets:

“Without sounding like a wanker I’m totally blown away. I thought it was going to be like opportunity knocks or the X factor or something, but it’s real people doing what they love. They’ve put a lot of people to shame”.

Not only is this a great piece of content and a good use of Myspace, it highlights how digital is really starting to be used to make interesting things happen in the real world. You could describe this as PR, guerrilla, grassroots, social media or film. Which is good, but that’s beside the point. They use a variety of tools to create a really awesome experience that has loads of nice little narratives hanging off it that people can interpret and use in their own way. It might be going to these impromptu street shows, playing the songs yourself and uploading your effort on Youtube, or simply admiring the Liam swagger. Whatever, the point is it’s not restricted to the screen. Russell Davies describes this brilliantly in his post on ‘post digital’.