The New Zeal of the Music Industry February 18, 2010
Posted by Michael Carney in : eMarketing , trackbackLast week Loyalty New Zealand announced that the Fly Buys programme now has 280,000 songs available to download via Fly Buys Music, after signing a contract with Universal Music New Zealand.
According to the company, 65% of all music is now available on Fly Buys Music, including artists from two of the main music industry players, Sony and Universal.
Fly Buys members can redeem points in exchange for 30-, 60- or 90-song download vouchers, The music downloads are DRM-free in MP3 format.
The Fly Buys Music programme is just the latest example of the evolution of the music industry (previously digital atheists) into digipreneurs — with digital downloads the currency of choice.
Other examples? Per Musically.com: in mid-2009, EMI North America announced a partnership with Pollard Banknote to create music-themed scratch-off lottery games. Players could win either cash or prizes such as album downloads and ring tones, redeemed by an EMI-operated website. EMI gets the full wholesale cost of the downloads while Pollard gets a younger demographic to buy its scratchcards.
Then came a prepaid Visa Card programme with MYPLASH, offering artist-themed cards to consumers that are non-credit card carrying teens, calling it a ‘public badge of honor for fans’. Sold in supermarkets, the cards also offer an awards scheme that lets cardholders redeem their points for merchandise, cheap downloads and other EMI promotions.
Then there’s Vevo.com, the record-industry-owned music video site. As we’ve previously blogged (on MarketingWeek.co.nz):
Interscope-Geffen-A&M Chairman Jimmy Iovine painted the big picture [for the music business]:
“Vevo for the first time will give labels the ability to push out our product without having to go through radio or TV stations. Before, we had to make it, ship it and pray for a hit. Now, with Vevo, we can create the content, sell the ads, and even use the data to market new music to people alongside things they already like.”
Beats litigating against your customers anyday.
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