Free dubstep mp3's as loss leaders : your thoughts
Posted: Thu Oct 08, 2009 12:03 am
You probably noticed all those "free mp3's" floating around... Skream, Skreakage, King Cannibal, Joker gave a few some time ago if I'm not mistaken... there's loads of quality music being given for free... sometimes with full artwork ( how the hell do you compete with that )!
Now, I would like to know if this marketing strategy really works, not in general but in the context of the dubstep scene. In theory, giving away music in the form of mp3's for free ( they're the loss leaders ) helps build " the brand ", makes for increased visibility, album / ep / associated merchandise sales.
Also, I'm worried about a few things. Please enlighten me.
Aren't they, the big artists who post free tunes thinking it will have a one-sided effect on sales, devaluating their music catalog as a whole ?
Also, it's obvious artists will not give huge tunes for free. But isn't posting average / unfinished tunes counterproductive in the end ? I'm asking this after hearing a few comments that kinda went like this : " Well X gave a tune for free but it was crap and it was the third crap free tune I downloaded from that same artist, so on the basis of what I heard I'm not too sure I'll be copping his album... I'll have to hear clips and make up my mind ".
And, after reading Robert Smith's little rant, I'm starting to get worried ( maybe it's a bit late for me to worry ! ) that when we put tracks online like this for free, we're, as he said, helping to create or sustain a context of expectation, the expectation that music should be free. So after doing our part in creating or sustaining this context of expectation by posting free tracks, we expect the consumer to go buy our album / ep / merchandise !
Your thoughts people.
Now, I would like to know if this marketing strategy really works, not in general but in the context of the dubstep scene. In theory, giving away music in the form of mp3's for free ( they're the loss leaders ) helps build " the brand ", makes for increased visibility, album / ep / associated merchandise sales.
Also, I'm worried about a few things. Please enlighten me.
Aren't they, the big artists who post free tunes thinking it will have a one-sided effect on sales, devaluating their music catalog as a whole ?
Also, it's obvious artists will not give huge tunes for free. But isn't posting average / unfinished tunes counterproductive in the end ? I'm asking this after hearing a few comments that kinda went like this : " Well X gave a tune for free but it was crap and it was the third crap free tune I downloaded from that same artist, so on the basis of what I heard I'm not too sure I'll be copping his album... I'll have to hear clips and make up my mind ".
And, after reading Robert Smith's little rant, I'm starting to get worried ( maybe it's a bit late for me to worry ! ) that when we put tracks online like this for free, we're, as he said, helping to create or sustain a context of expectation, the expectation that music should be free. So after doing our part in creating or sustaining this context of expectation by posting free tracks, we expect the consumer to go buy our album / ep / merchandise !
Your thoughts people.