Another Band Starts Bundling Scarce And Infinite Goods
from the good-for-them dept
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.