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.
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Filed Under: bands, connecting with fans, music, reason to buy


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  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.

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