Music: Give it Away!
Music is one of the few products that is consumed before it’s purchased. People rarely buy music without having heard it first.
Radio is an excellent example of this. People listen to songs on the radio over and over and yet they still feel inspired to purchase the album or single. Music has an addictive quality which creeps slowly into our consciousness until it becomes an indispensable part of who we are. This is why it’s so important to allow your fans access to your music before they purchase it. Let them build a relationship with your tunes and they will be much more likely to spend money on your merchandise.
This is also why live shows are such a great place to sell albums. Your audience hears the music, forms an emotional and/or nostalgic connection to it, and then feels compelled to own the music which gave them the experience in the first place.
Protecting your music from the public before it is purchased will inevitably mean fewer sales. Now I’m not necessarily suggesting you give it all away for free, but offering selected ‘free tracks’ is a great way to create long lasting fans who will repay your generosity by going to your shows and purchasing your products.
How you present your free tracks is also of great importance. Make sure that your fans understand that you are giving them something special, exclusive, and personal. A great way to do this is by using the age-old barter system. Offer your fans a free track if they sign up to your mailing list. Offer them a free track if they can guess your favorite ice cream. Give them a free track if they give you a shout-out on twitter. Give them a free track if they show up to your concert. This will benefit your marketing efforts, your interactions with your fans, and it will increase the value which fans assign to your music. ‘Something for nothing’ is never as satisfying as getting something ‘free’ that requires a little footwork.
Check out this tutorial for placing a free Mp3 into your ListBaby sign-up form using the HostBaby Wizard.
Friday, 16 October, 2009 at 13:03
This is already being done on Amie Street.com
They give away your first five Albums for free.
Then they raise the price up slowly on your digital downloads too!It works out real well.
I tell people on Twitter about it too! Helps them to go over to that web site and check it out.
Creates more traffic to see your other Albums!
Friday, 16 October, 2009 at 14:23
I like Aimme Street too. CD Baby distributes through them. It’s a cool business model. But I would also suggest you offer free tracks directly through your website and email. This has a more intimate appeal to your fans, especially if it’s in exchange for something else. Making something free to everybody can have a devaluing effect. Your personal involvement gives the music added value to those who receive it.
Friday, 16 October, 2009 at 14:52
Couldn’t agree with you more!
I am giving away an entire album for 2 more days at http://www.paulaziz.com/music
Electro Funky Introspective Soul Goodness..
Thanks CD BABY