USB Digital Wristbands
January 8th, 2009 by Lior ShamirI received an email this morning from Frank Mitchell at Aderra Inc., a company that specializes in the recording of live events through the use of USB flash drive wristbands that are immediately available for sale after an event takes place.
Frank writes:
Briefly, Aderra allows an artist to generate additional revenue at their LIVE show by selling the show IMMEDIATELY after it happens by way of USB drive!!! Here is what our company and clients believe our services provide for music artists:
With CD sales down and Internet piracy aways prevalent, Aderra offers the artist the ability to capture and sell a concert immediately after it happens. We are able to reproduce 1,000 wristbands in under 15 minutes!!! Much faster than the CD burning capabilities of the past.
It allows the artist to increases their sound scan numbers as the drives can be pre-loaded with their NEW album.
We also create a vehicle to additionally connect with their fans as the USB drive has it’s own “user interface” that is custom built for that artist. To display band profiles, short videos, charity affiliations, etc…the sky is the limit for content!
In the case of a tour we allow sponsorship opportunities on the band itself, along with space on the drive for the sponsors.
If they are a new artist trying to get themselves out there, the drive can be used as their Electronic Press Kit (EPK).
* THERE IS NO UPFRONT COST FOR THE ARTIST TO PARTICIPANT. This means that Aderra takes ALL the upfront risk and the artist simply takes half the profits after costs are covered for the USB drives and technicians ($4 to $7 per drive). Typically the split is 50/50 depending on their status with their record label and in the case they need to include the label the split 1/3-1/3-1/3. No other company has this ability and as I said on the phone today we are seeing some tremendous interest throughout the industry. The price point that we have seen be successful for the USB drive would be around $20-$40 dollars depending on the artist.
Notwithstanding the fact that Frank and I did not, in fact, speak on the phone as he cited in the last paragraph and that this is clearly an unsolicited email, this is a poor sales pitch for a potentially excellent concert merchandising solution.I first came about the USB wristband solution for the live music sector two years ago at Popkomm, the annual music business conference in Berlin. I can’t remember if it was Aderra showcasing their product or one of their competitors but, either way, I was taken by the possibilities. Aderra’s pricing seems more than reasonable though I suspect that indie artists that draw a limited number of prospects to their shows will not be enjoying this service just yet.
The immediacy of this service is what makes it so powerful: the point of sale is, hopefully, the point where the prospect is still wrapped up in the show and ready to spend extra to take home the experience. The USB wristband is a fun, functional and aesthetic piece of merchandise, with both physical and digital value.
Something to watch out for. Aderra.net