This is an idea (I’m sure not an original one) I have toyed with for a couple of years now. Agreed, illegal downloads are a crime, but if a band/label chooses to allow free downloads, it’s marketing genius. What better way to build loyal fans than bribery? 
My original plan included releasing a free, 3 or 4 song digital EP every quarter as a fan incentive to promote live shows (and merch sales). By the end of any given year, an artist would have a 12 – 16 song album which could be sold as a part of a special retail package.
In light of a recent poll suggesting “file sharers are the music industry’s best customers”, I may have been onto something, after all.
Getting away from my own marketing/sales plan a bit, I was both surprised and pleased to read of Earache Records latest marketing efforts. It’s hard enough finding a band willing to try innovative marketing ideas, much less a label to support it!
Read the full release HERE.
Earache have partnered with RapidShare and will release Gama Bomb’s new album, “Tales From The Grave In Space” completely free! The idea behind the move? To grow the overall fanbase of the band and promote the sales of the CD box, which will be released in February 2010. Wow, that rocks!
A very impressive move for an indie label that has distributed extreme music for 20 years. I think it shows that even the old dogs can learn a few new tricks. Wonder if the majors will be following this?
Check out the Free Gama Bomb Download Page which will be active beginning November 5, 2009.
