Groove Armada's Business Model Experiments; Halfway There

from the it's-something dept

A bunch of folks have been sending in various stories about Groove Armada’s experiment for distributing its latest music. The program, which was actually launched at Midem a couple weeks back, is explained (somewhat) in the following video at that event:

There are a few elements here that are interesting and make sense… and a few that seem a bit questionable. First up, the musical group left Sony BMG last year and rather than signing a deal with a new record label, instead partnered with drink brand Bacardi, which has a long history of sponsoring music and live music events. This was interesting and followed on similar experiments by brands like Tag body spray, which launched its own record label recently, as well. It also followed on the massive success some musicians have seen in China by focusing on “sponsored” music.

That happened last year. What was new that was announced at Midem was the ability for people to download and share songs from an upcoming EP. I’ll let reader SteveD summarize the good and bad:

The good:

  • DRM-free music promotions though corporate sponsorship
  • Opt-in mailing Bacardi list rather then Opt-out
  • Very polished; quick sign-up, hassle-free download, links for inviting friends and facebook app supplied.

The bad:

  • Treats access to music as a value-adding service in itself
  • Restricts further access to content until you’ve invited x number of friends
  • ‘Rewards’ system is really just a way of getting you to abuse you address book for them (access to all 4 tracks requires you spam 2000 friends, according to site Q&A).

To the “bad” list, I’d add the fact that the program is only going on for a month or so, and then the special “sharing widget” goes away. Again, there’s plenty to applaud here in experimenting with new models, especially involving sponsored content and giving away music for free. However, the execution involving spamming of friends leaves plenty to be desired. That’s not so much about connecting with fans as forcing yourself on people who aren’t interested.

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Companies: bacardi

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Comments on “Groove Armada's Business Model Experiments; Halfway There”

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RD says:


What a colossal waste of time. Even if I wanted to participate, 2000 people just to get 4 songs? I dont even KNOW 2000 people. Who let this brain-fart of an idea into this “business model”? I mean come on, who could possibly qualify for this? And like poster #1 said, whats the alternative, spamming strangers? Oh yeah, because THAT has worked out so well for people so far. Come on, get a clue.

SteveD says:

Re: Do They Need 2000 Confirms?

From the wording of the FAQ section I believe you do. They’ve also provided some sort of network visualisation that lets you see how the invite system develops.

Its a curious experiment and I’d love to hear their conclusions, but probably not the best way to promote music.

Also; the youtube clip is down already.

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