Back in August, I noted that the new David Byrne/Brian Eno album, Everything That Happens Will Happen Today, was available in its entirety as a free streaming audio file.
They also put up a free download of one track, "Strange Overtones." Later, they offered several packages to purchase--from downloads-only for $8.99 to a deluxe package with a hardbound book, screensaver, and extra songs for $69.99.
Turns out that this release and marketing strategy was driven by Topspin Media, which is led by former Yahoo Music Vice President Ian Rogers.
A couple weeks ago, Rogers spoke at a Grammy-sponsored event in Seattle and, as Idolator reports, the results of the Byrne/Eno experiment have worked out quite well for the artists. After eight weeks of digital-only sales, the duo have already grossed what they would have earned from a typical record company advance for artists of their expected sales profile. And that's without any physical CDs--they don't drop into retail stores until November 30.
As Nine Inch Nails has already shown, the key for established artists is to reach out to their "superfans" and give them opportunities to feel like they're part of an exclusive club. In the case of Byrne/Eno, it really worked: of the people who entered an e-mail address, more than 50 percent opened the subsequent e-mail, and more than 20 percent eventually purchased music through the site.
I'm a David Byrne fan--I've bought most of his solo CDs (which range from OK to great), and have seen him in concert a few times (always outstanding). Sure enough, as soon as I found out that I could buy a physical CD through the site, that's what I did. I guess I'm not a superfan, as I didn't spring for the $70 deluxe package, but I did buy tickets for Byrne's Seattle stop as soon as I heard they were going on sale.
In past years, I often bought a full album because I heard one or two tracks I liked on the radio, only to find that the entire record was a letdown. One way to cure this problem is to offer larger free samples, like game demos that last more than a level.
On Tuesday, David Byrne and Brian Eno released their new record, Everything That Happens Will Happen Today. It's available, in its entirety, as an online stream. They are encouraging anybody who wants to embed it in a Web site to do so.
If you're a fan, you've already hit play. If not, I'll just say that the Eno-produced Talking Heads albums (More Songs About Buildings and Food, Fear of Music, and Remain in Light) are indisputably the band's best work. I'll add that I've followed Byrne's career since he left the Heads and believe that his solo records--particularly his last, Grown Backwards, and 1994's self-titled record--are chronically underrated by the powers that recommend.
So put on some headphones and try it. If you like it, buy it. Or go see Byrne (without Eno, alas) on tour.
Additional note: Earlier Tuesday, I posted about how the music industry might fight back against piracy. Attention, commenters: I never advocated for piracy, merely for the music biz to acknowledge that the problem is technically and legally unsolvable, and therefore must be routed around.
- prev
- 1
- next
