2500 X $300 = $750,000 + ...
It took less than two days for the Nine Inch Nails to sell out 2500 copies of the Ultra-Deluxe Limited Edition CD Package at $300 direct from the band's web site. Add to that any reasonable numbers fron the $75 deluxe edition, $10 CD/DVD preorder and $5 download and it appears Reznor has pocketed a cool million $'s plus without the help of a label and only viral promotion.
REZNOR'S TRIBE
Marketer Seth Godin wrote recently that the new music model was about managing the tribe - gaining fans, keeping them interesed and monetizing that interest. From these early returns, it would appear that Tent Reznor has become the master of tribal management.
Not only has Reznor gotten the highest possible return from a 2500 richer uber-fans, he's provided products at a price points that would satisfy fans at every level all the way down to a free 9 track sampler for more casual fans and those just discovering the band. And unlike Radiohead's pay-what-you-want experiment, Reznor has lead the tribe where he wanted them to go. And he's done it in a ways that will make them want to go there again and again.
