Digital Media Digest

The Record Labels CAN Compete with FREE!

1. Convenience: All P2P users suffer from one problem. If one of them doesn’t have it, then none of them have it.  The file has to remain active through the entire download process. It only takes a few failed attempts for the 99cent download to become appealing and if iTunes has it, they have it 24/7 for a price you can count on. Convenience is the first step, but it cannot succeed alone.

2. Value: Bundling and limited time price promotions take the sting out of paying for downloads. Give them something they can’t get on P2P or that’s at least nearly impossible to find. There are more options than ever for those interested in bundling physical and digital formats, merch, swag, etc. Bundle value with convenience, and you now have a word of mouth marketing campaign. Value is subjective and can be a great resource, but it cannot succeed alone.

3. Spoofing: Ever boot up your limewire, download your favorite track and then play it, only to find out that it’s not what you wanted. Spoof the hi octane audio…the stuff people want, because that’s what they are going to be looking for first. If you can spoof those quick enough and cause enough confusion and frustration, you will soon have a real customer. Spoofing is valuable but it cannot and will never succeed alone.

4. Mole Control: Just to clarify – THE CD IS A DIGITAL FORMAT. Yes, you can hold it in your hand, but for some reason, that fact alone is the most dangerous and most fatal misconception. The CD is not only a digital format…it’s the label’s worst nightmare and the only people who don’t fully understand it’s distructive power are the labels. It has superb quality, It can be duplicated, it can be uploaded, and it can be shared without degradation to the nth degree. I’m not saying the labels should protect the CD, I’m saying they should stop using it until after the release date. Promote the record digitally through secure channels, use streaming audio where possible, vet accounts and representatives that require the special treatment of a CD, and protect your assets from leaks. Mole control can be effective, but it cannot succeed alone.

5. Snippits: a 30 second sample will tease but not satisfy, and guess what…any portion of a song will tease but not satisfy. There’s something about the end of a song that people want to hear. Perhaps it’s needing to feel complete. The catch is that people don’t even want snippets for free. They’ll listen a few times, but ultimately they are going to want the entire thing and that’s where convenience comes in. 30 seconds is a trend that was solidified by Apple…it’s not the golden rule and the labels should use snippets instead of full songs everywhere possible before a release date. They should supply links to the content as soon as it’s available for sale from the snippets. Customers and fans alike will be willing to surf to your website and stream all day long until they are so satisfied that find no reason to buy. Snippets keep them hungry. Snippets excite and frustrate, but Snippets cannot succeed alone.

6. The Combo – (SUCCESS): You only have so many hours in a day and you are short staffed at best. How do you maximize your ability to compete with Free? Pick 3 of the top 5 (any 3) and you will be well on your way.

Say you use snippits, spoofing, and convenience. You have raised the demand for your artists while raising awareness and making value obsolete, you have created mass confusion in the Free world regardless of any leaks from your promotional engine, and you have made it easy for anyone who hears a snippet to buy the song.

Say you use Value, Mole Control, and Convenience. By default, you have created a word of mouth campaign, while limiting the chances that P2P will be able to compete with you on Release Day which will beg the question of every freeloader out there, “Is it really worth the time and effort it would take to steal”