Buy One, Give One Free: What Artists Can Learn From Social Entrepreneurship
Over at Music Think Tank, George Howard makes the case that the record industry has yet to find a way to reward fans for sharing music. In many instances, our human nature is to share the music we love with others. We've yet to incentivize this exchange in any way. Instead, the record industry has condemned it.
"So, we as content creators desperately need to encourage our constituents to share," Howard writes. "That is, when someone buys a CD at your show, offer them a second for free, with the request that the person buying the CD give this second one to someone they believe will appreciate the music." (Read on.)
Share on:
I’ve been doing the TOMS model for CD sales over the last 18 months at shows and on my website.
It has significantly boosted the number of CD sales and, more importantly, helped folks connect more meaningfully with the music.
The adaptation that works best for me is:
Either pay what you can for the songs
or
Pay recommended price and then another CD is given away on your behalf.
It works really well when it’s connected to a cause or vision bigger than just ‘shifting units’.
Here’s how it works online: http://www.andyrogersmusic.com/music/mercy-tracks-me-down/
Cheers – Andy