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:
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:
- 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.
- 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.