Another Band Starts Bundling Scarce And Infinite Goods
from the good-for-them dept
For many years we’ve been talking about a variety of business models that bands can use to still make money, even if their music is free — often by focusing on the scarcities that they can sell. A big one, is access to the band. One of the first ideas we pointed out was how bands could effectively set up a fan club that fans could buy into that would give them special features: early access to concert tickets, backstage passes, private concerts, early access to music, view of the music creation process, chance to chat with band members, etc. All of those things are then made more valuable if there are more fans, so giving away the music only helps that business grow.
One of our readers, Kyle, points us to an experiment by the band Mudvayne that doesn’t get all the way there, but does seem to move in that direction. The band has started a program called “The Album is The Ticket” that gives people a reason to buy the actual, physical album. When you do, you’re given a code that lets them go to a website, get a one-year free membership into the band’s “fan club” that includes early access to the best tickets at concerts. The band doesn’t appear to have taken it to the level of also giving away and promoting free music, but hopefully they’ll recognize that doing so would increase the demand for this kind of program. What the band is doing, effectively, is recognizing that they need to give people a real reason to buy the CD — and that goes beyond music (because people can get the music for free). So rather than just focusing on the CD itself and what comes in the jewel case, they’ve recognized that by giving people a code they can also give them access to additional services.