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HOW TO: Give Fans Control of an Album Release

image from smsa.org.uk Say you're a band from Australia and you have a new album coming out. It's done. You've picked a release date, but it's not really set in stone. There's a tour coming up through the US in April and that seemed like the best time to release it. No point in touring unless you can put an album in people's hands.

Here's the catch: you have fans all around the world and it would be unfair to make them wait to hear the music just because it happened to line-up with tour dates that they can't attend.

Freestate found themselves in this situation.

They can't just release the album early. With file-sharing and fans connected globally, the music would spread to the US before they even toured there.

Instead, Freestate gave their Australian and global fans control over the release date. If fans pre-order the $8 deluxe version of the album or higher, they get an immediate download of the first single off the album and another exclusive track.

But here's where it gets interesting. For every 175 pre-orders placed, the group is releasing another track to everyone who has pre-ordered the album up until that point. If enough fans pre-order the album, all of it will be released before the official date. And their fans even get to vote on which songs come out next.

This is a great way to get fans excited and put them in control of the albums fate.

If they really want to hear the album, they'll be championing it to their friends, hoping they'll pre-order too. Whatever it takes to push the dial and get the next song released. Freestate has also tied in some other gems into the promotion.

For $50, fans get special thanks in the album and a 15-minute Q&A on Skype. For $125, they also get a 3-song private concert delivered via Skype.

Over the course of the next four months, Freestate will keep their fans engaged and they'll have something to look forward to. This sound like a win-win to me.

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9 Comments

  1. Sounds just like what Umphrey’s Mcgee did a while back with the release of their album, Mantis (Nov. 2008, I think?).
    Also, your take on timing stood out as a bit odd:
    “They can’t just release the album early. With file-sharing and fans connected globally, the music would spread to the US before they even toured there.”
    What exactly is the issue with giving US fans access to music BEFORE touring there? Seems like if it caught on it might generate some buzz to help their tour gain some traction. And, if it didn’t generate pre-tour buzz, then what would they lose out on that they couldn’t gain by promoting the album while they’re on tour in the US? All this nonsense about album cycles seems a little old-school, no?

  2. The idea is that the band doesn’t want to sell an album without effectively promoting it, and they don’t feel they can effectively promote it without being able to see people face to face and connect directly with them. Sure, they can promote it on the Internet, but that’s impersonal and nowhere near as effective.
    If the Internet-only promotion does end up exceeding expectations, the end result is the early release of the album, at least digitally. If not, the album is available as soon as they’re available to be here and tell you about it in person. It’s not about cycles, it’s about not putting something out lazily and without being able to work as hard as possible to promote it.
    Also, much thanks to Kyle and Hypebot for sharing their story.

  3. Great idea for raising money if they need it to tour! But what ever happened to the special mystery of a band? It seems that, while musicians shouldn’t necessarily strive to be cold and unaffected, part of the allure of going to a concert is to get near to something a bit untouchable. Skype chats and private live teasers break through that magic.

  4. Words of wisdom, Mr. Islam. That mystery is really what makes the experience so magical and exciting. These teaser ideas an skype things sound like prostitution to me. They make it sound like it’s not about the music anymore.

  5. In regards to the Skype, I beleive that what theband is going for is not neccesarily the music, its the “experiance” they are selling. Not as personal as the in person live show, but face it…when you go to a concert the music is part of what you are going for, but I believe a lot of fans go moreso for the experiance of the performance.

  6. I’m not sure how replicable doing this is for every band. There are price points and quantity points to consider, # fans, as well as the ultimate demand for the new album.
    Mr Cat Stevens and Sufjan Stevens (if it’s really them) talk about the mystery of the band and its music. I think that’s fine if that’s what you think your fans want. There’s nothing wrong with experimenting either–there will always be new ideas to monetize one’s art–even if it’s engaging and losing that “mysterious” part of being a musician. It’s a new music world after all.
    Brian Franke, Singer/Songwriter
    http://www.brianfranke.com
    @bfrankemusic
    http://www.brianfranke.com/thinkingaloud (blog)

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