MUSIC INDUSTRY BLOG

Philadelphia group, Officer Roseland, has taken the “free download” marketing strategy [flawlessly executed by Trent Reznor] a step further.  As part of their marketing campaign for their fourth album release, “Stimulus Package”, the band is offering to pay $1 to every person who downloads the album.  Each user has the option of “taking” the dollar or “giving” it to the Mr. Holland’s Opus Foundation.  I entered my name and PayPal details to “take” the dollar on www.mystimuluspackage.org, opted-in for the band’s newsletter (by default), and received an email with a link to download the album.  I am now waiting to receive my dollar…

Trent Reznor, a music pioneer on more than one level, has paved the way for a new music business attitude through forward-thinking marketing concepts to communicate with fans directly and provide them with a reason to consume his music and come to his shows.  In 2007, Reznor under the famed band alias, Nine Inch Nails, prior to the release of the album, “Year Zero”, launched an online reality-themed scavenger hunt, intended to engage fans and deliver a unique user experience.  In conjunction with this gaming initiative, Reznor dropped USB keys loaded with NIN music at his concert venue’s toilets for fans to pick-up and enjoy for free – and share.  At the time, it was not clear whether the music was leaked by fans or by Reznor himself which spurred the RIAA to put up takedown notices, fueling the campaign even further.  To make the album’s physical CD release distinctive, Reznor printed CDs that changed colour – a gimmick CD copies would not benefit from – to encourage fans to buy the originals to supplement whatever free digital content they may or may not have already had access to.  After this episode, Reznor left his label and went on his own, beginning with the independent release of “Ghosts I – IV”.  In this case, the 36-track album was offered to fans in a variety of attractive models, all under a Creative Commons license: first 9 tracks for free, $5 for all tracks plus a 40-page pdf booklet; $10 for 2 CD set plus a 16 page booklet; $75 Deluxe Edition Package (i.e. box set); $300 Ultra Deluxe Limited Edition Package, capped at 2500 units all signed by Reznor himself, which sold out in 30 hours.  Collectively, Reznor grossed $1.6 million in the first week from this independent initiative.  The album later became a number one seller on Amazon in spite of its attribution license which made the digital sharing of it legal.  Reznor’s following album, “The Slip”, was offered entirely for free two months later along with sample tracks from NIN’s opening acts.  All you needed to do is punch in your email address.  Again, Reznor provided a unique fan experience, along with a visual depiction of the volume of downloads by location on Google Maps and a full tour venue listing and ticketing options.  The tour was a huge success.