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.
Hide this

Thank you for reading this Techdirt post. With so many things competing for everyone’s attention these days, we really appreciate you giving us your time. We work hard every day to put quality content out there for our community.

Techdirt is one of the few remaining truly independent media outlets. We do not have a giant corporation behind us, and we rely heavily on our community to support us, in an age when advertisers are increasingly uninterested in sponsoring small, independent sites — especially a site like ours that is unwilling to pull punches in its reporting and analysis.

While other websites have resorted to paywalls, registration requirements, and increasingly annoying/intrusive advertising, we have always kept Techdirt open and available to anyone. But in order to continue doing so, we need your support. We offer a variety of ways for our readers to support us, from direct donations to special subscriptions and cool merchandise — and every little bit helps. Thank you.

–The Techdirt Team

Filed Under: business models, experiments, file sharing, groove armada, music
Companies: bacardi


Reader Comments

Subscribe: RSS

View by: Time | Thread


  1. identicon
    dkp, 4 Feb 2009 @ 6:19pm

    I see what they are trying to do is make this a viral marketing scheme but 2000 thats a bit much.

Add Your Comment

Have a Techdirt Account? Sign in now. Want one? Register here



Subscribe to the Techdirt Daily newsletter




Comment Options:

  • Use markdown. Use plain text.
  • Make this the First Word or Last Word. No thanks. (get credits or sign in to see balance)    
  • Remember name/email/url (set a cookie)

Follow Techdirt
Advertisment

Report this ad  |  Hide Techdirt ads
Essential Reading
Techdirt Deals
Report this ad  |  Hide Techdirt ads
Techdirt Insider Discord

The latest chatter on the Techdirt Insider Discord channel...

Loading...
Recent Stories

This site, like most other sites on the web, uses cookies. For more information, see our privacy policy. Got it
Close

Email This

This feature is only available to registered users. Register or sign in to use it.