More And More Bands (And Their Labels) Giving Fans A Reason To Buy

from the good-news dept

Peter Davias alerts us to an article over at Indyweek noting how more and more bands are adding value in order to get fans to actually find it worthwhile to buy the album. The article includes a bunch of examples down at the end, including a limited edition comic book based on each song on an album (by the band The Hold Steady). The band Sunn O))) apparently offered up some different options, including just getting a patch with the CD... or if you bought both the CD and a t-shirt, you got the patch along with a sticker and a poster. And on and on it goes. But, what's worth mentioning here is that many of these promotions appear to be done with the record label in question. I know it's fashionable for some to claim there's no need at all for a record label any more, but I still think there's a place for labels in helping the bands that don't want to figure out these business model issues themselves. It's just that the old "model" of bands signing away everything to those labels is likely to change drastically. Still, it's nice to see more and more record labels recognizing that the way to sell these days is to provide additional value beyond just the music.


Reader Comments (rss)

(Flattened / Threaded)

  1.  
    identicon
    Anonymous Coward, Jun 26th, 2009 @ 5:16am

    It just continues down the path of having to tie more and more stuff to the CD in order to sell the music. It's a good indication that the music isn't that special.

     

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  2.  
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    Hephaestus (profile), Jun 26th, 2009 @ 5:59am

    Re:

    LOL .... "It's a good indication that the music isn't that special."

    ... I read that and thought Britney

     

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  3.  
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    Anonymous Coward, Jun 26th, 2009 @ 7:20am

    Re:

    It's a good indication that no one listens to music on CDs any more.

     

    reply to this | link to this | view in thread ]

  4.  
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    Clay, Jun 26th, 2009 @ 7:30am

    Re:

    Totally agree. If it's a good album, I'll gladly pay full price for it. The other stuff is just a gimmick to get suckered into buying a crap album. The more stuff they "give away" with the CD, the more likely I'll think the CD sucks. In which case, why would I want to wear their T-shirt?

     

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  5.  
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    Anonymous Coward, Jun 26th, 2009 @ 8:10am

    "Still, it's nice to see more and more record labels recognizing that the way to sell these days is to provide additional value beyond just the music."

    I would also have to debate this line. This story reads more like:

    Still, it's funny as heck to see record companies who are struggling under the weight of mass piracy of music flailing around wildly trying to find some way to eek out a few dollars before they fold

    In the end, piracy doesn't just hurt the big guys, it hurts everyone.

     

    reply to this | link to this | view in thread ]

  6.  
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    Anonymous Coward, Jun 26th, 2009 @ 8:28am

    Re:

    Facts or it didn't happen.

     

    reply to this | link to this | view in thread ]

  7.  
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    LostSailor (profile), Jun 26th, 2009 @ 10:21am

    Missing the Innovation?

    Perhaps a better title to this post would be "Record Labels Shift Standard Marketing Focus". Most of what the linked article discusses, and acknowledges, is that the record companies have been simply shifting focus of standard marketing efforts from point-of-sale promotional materials to consumer freebies, which have been part of the marketing mix for many years but had fallen out of favor in the age of CDs.

    But the real innovation the article discusses is this:

    Indeed, on the last day of mixing Romanian Names, he and producer Scott Solter spent hours poring over every second of music one last time. They made massive cuts, snipping away anything that sounded superfluous—entire verses, introductions, solos. When they'd finished, he crammed the tape into a trash bag and put it in a closet at home. He knew those minced moments couldn't just sit there, though.

    "I was like, 'This isn't an outtake. These are actually pieces that almost made it onto the album,'" says Vanderslice from a tour van headed to Milwaukee. "The next couple of days, I started thinking about them, that we should cut them into pieces and give them to people and let them own the rights to the pieces of these songs."


    Not only did they give away pieces of production tapes that did not make it on the final album, they also gave away the rights to the music on those pieces of tape.

    And while they didn't explicitly tie the promotion to purchase of the album, they did have a surge of about 4 times as many preorder sales (500 total).

    The other consumer-oriented promotional extras are not really a new concept, but the tape-plus-rights give-away is the real innovative thinking.

     

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  8.  
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    Anonymous Coward, Jun 26th, 2009 @ 4:38pm

    Re: Missing the Innovation?

    "The other consumer-oriented promotional extras are not really a new concept, but the tape-plus-rights give-away is the real innovative thinking."

    It's innovative thinking once, it's follow me marketing next.

    True innovation is a game changer. This is like moving the outfield wall back 6 inches and claiming baseball is a whole new game.

     

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  9.  
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    kse (profile), Jun 27th, 2009 @ 2:38am

    Giving Fans A Reason To Buy

    Buy your music...forget about that...fans can download your music or find someone that has already downloaded it for free. My question then is: Why not find a way to leverage illegal downloads in your favor?

    As far as a solution: Follow Gerd Leonhard's and his recommendation in Music 2.0. He's had this figured out for some time. I suggest it's time to depart from the old ways and embrace the new. Why? Because if we, the music business will, everyone will make a lot more money by providing access to all our music for free.

    You can also read KleerStreem Entertainment's suggestions by clicking on our blog link in this post.

    The way artist creatively market their music/products, will become 'added value' in the future.

    Fans rule. Failure to get over yourself and embrace this simple concept, will be the difference in a career of success or failure.

    Music 1.0 is dead!

     

    reply to this | link to this | view in thread ]

  10.  
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    Anonymous Coward, Jun 27th, 2009 @ 4:49am

    Re: Giving Fans A Reason To Buy

    Sorry kse, but what is recommended is "path of least resistance", which is effectively allowing the public to dictate how a product is sold (or not sold, just taken).

    As I mentioned to Mike a couple of times, the typical "value added" in the music business is concerts - give away the music, sell the concert tickets (Mike likes to point to Corey Smith as someone doing this).

    Yet, in recent times, there are starting to be more and more free concerts, which is in turn putting pressure on the market. Once the end user figures out that concerts can be free (the latest being one or more of the Virgin Festival dates in the US), by your logic others will have to follow suit and find other "value added" ways to make money.

    Each of the value added steps discussed here can be hijacked and turned either free or near free, to the point where they are no longer profitable. T-shirts? Chinese knockoffs can swallow a market whole.

    It leaves the artists with only one thing left to whore out, their personal time. Josh Freese and his miniputt games is a great example of that. So going out and doing free concerts, selling underpriced t-shirts, and giving away the music. The plan is for musicians to become the best miniputt players,bowlers, and skiffle ball players?

    Music 2.0 indeed. They might as well all get jobs at Mc Donalds.

     

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