More And More Bands (And Their Labels) Giving Fans A Reason To Buy

from the good-news dept

Peter Davias alerts us to an article over at Indyweek noting how more and more bands are adding value in order to get fans to actually find it worthwhile to buy the album. The article includes a bunch of examples down at the end, including a limited edition comic book based on each song on an album (by the band The Hold Steady). The band Sunn O))) apparently offered up some different options, including just getting a patch with the CD... or if you bought both the CD and a t-shirt, you got the patch along with a sticker and a poster. And on and on it goes. But, what's worth mentioning here is that many of these promotions appear to be done with the record label in question. I know it's fashionable for some to claim there's no need at all for a record label any more, but I still think there's a place for labels in helping the bands that don't want to figure out these business model issues themselves. It's just that the old "model" of bands signing away everything to those labels is likely to change drastically. Still, it's nice to see more and more record labels recognizing that the way to sell these days is to provide additional value beyond just the music.
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: bands, connecting with fans, music, reason to buy

Reader Comments

Subscribe: RSS

View by: Time | Thread

  1. icon
    LostSailor (profile), 26 Jun 2009 @ 10:21am

    Missing the Innovation?

    Perhaps a better title to this post would be "Record Labels Shift Standard Marketing Focus". Most of what the linked article discusses, and acknowledges, is that the record companies have been simply shifting focus of standard marketing efforts from point-of-sale promotional materials to consumer freebies, which have been part of the marketing mix for many years but had fallen out of favor in the age of CDs.

    But the real innovation the article discusses is this:

    Indeed, on the last day of mixing Romanian Names, he and producer Scott Solter spent hours poring over every second of music one last time. They made massive cuts, snipping away anything that sounded superfluous—entire verses, introductions, solos. When they'd finished, he crammed the tape into a trash bag and put it in a closet at home. He knew those minced moments couldn't just sit there, though.

    "I was like, 'This isn't an outtake. These are actually pieces that almost made it onto the album,'" says Vanderslice from a tour van headed to Milwaukee. "The next couple of days, I started thinking about them, that we should cut them into pieces and give them to people and let them own the rights to the pieces of these songs."

    Not only did they give away pieces of production tapes that did not make it on the final album, they also gave away the rights to the music on those pieces of tape.

    And while they didn't explicitly tie the promotion to purchase of the album, they did have a surge of about 4 times as many preorder sales (500 total).

    The other consumer-oriented promotional extras are not really a new concept, but the tape-plus-rights give-away is the real innovative thinking.

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

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

Recent Stories

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

Email This

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