Eminem and Jet strategically leak new songs online

HEARD the song? Now see the movie trailer as the world's chart-toppers go Hollywood online to promote their new singles.

While websites that played singles or videos before being officially sanctioned by record labels were once threatened with legal action, the artists themselves are now "leaking" music and clips in an attempt to whip up online buzz among fans about their new releases.

Controversial rapper Eminem whetted appetites for his new release 3AM by leaking a teaser of the gory video which was inspired by 1970s slasher films.

The full clip, in which the rapper plays a violent serial killer, began screening on Sunday.

Australian rock band Jet have also taken the movie trailer approach to promote their comeback track K.I.A. (Killed In Action).

A one-minute clip called Supermarket Massacre on their band website which uses K.I.A. as the soundtrack also has a horror theme featuring graphic violence.

"The well-placed strategic leak is the new airplay," said music industry commentator Paul Cashmere.

"Note how Eminem very smartly doesn't release all the songs at once. Note how they are never released in the same way.

"For example, on the weekend he sneaked 3AM onto the market through YouTube. The leak for another song yesterday called Old Time's Sake comes via Gigya." 

American rock band Paramore have benefitted from a more direct link with the film world with the video for their single Decode used as a movie trailer for the vampire box office sensation Twilight.