Plaid Helps Make The Record Business Even Less Relevant.
Check out what Plaid did for the latest release Mantis for the band Umphrey's McGee. Basically, pre-orders of the CD include loads of bonus content. But not just a free extra track either. Alternate studio recordings. Never before released historic recordings. Remixes. Experiments. The Brand Spankin' New part?
The more fans that buy the release, the more bonus content Umphrey's will unleash.
Everyone who buys gets everything that's been unlocked on release day. The CD will also unlock additional material throughout 2009 whenever you play in your computer.
Yes, bands give away bonus tracks all the time now, going straight to the people like Ani DiFranco and 15 million other acts. Maybe they even give an entire CD away like Prince or Radiohead, but this takes things further by releasing stuff over time relative to the amount of involvement by fans. Thing is, people just want more 'free' these days. This does that.
Reminds me of David Bowie's first experiment with bowieNet and his attempts at building an online community before pretty much and other major act. You could also play his hit Fame as separate tracks for each instrument. Who knew John Lennon sang background vocals on the high part "Fame?" Now you do.
Yes, I know, so what. That was over 10 years ago. To which I say, so what, it's still Bowie, and he's still cooler than you or me and many bands out there, and he was definitely ahead of the curve on a lot of things like that. I bring it up as an example of how bands need to keep trying new stuff to stand out out.
(Because you need disclosures, yes Plaid and I do things together. No, not naughty things. Internet things. Like this and other stuff. Plaid: Not just Thought Leaders, but Thought Doers, mister!)