It seems today that the big question being asked by the music industry is how to effectively market and monetize music. We’ve seen successful artists the likes of Nine Inch Nails and Radiohead abandon their major label ties and test the “tipping jar” (or pay what you want) and “free digital album” waters. In both cases however, the artists’ long standing track record of quality music and devoted fan bases are what have allowed such methods to work. It is still the music that is drawing people in.
Best known as the drummer for such bands as The Vandals and A Perfect Circle, and as a tour or session drummer for acts like Nine Inch nails and Ashes Divide, Josh Freese is testing out a new method of marketing that takes a different approach to selling music. Freese’s new solo album, “Since 1972”, due out on March 24, 2009 is available to fans at a variety of costs ranging from $7 to $75,000. The lowest end of the cost spectrum gives fans a digital download of the album including 3 videos. As the cost goes up the number of orders available becomes more limited (25 at $250, 15 at $500, 10 at $1000, etc.) until the top price at which only one order will be taken.
So what does $75,000 get you?Not only will you receive a signed CD and DVD but you will go on tour with Freese, he’ll write an EP about your life, you get to take shrooms and drive around Hollywood with Tool drummer Danny Carey, Freese will either join your band for a month or he’ll be you personal assistant for a month and you’ll take a flying trapeze lesson with Freese and Robin Finck from Nine Inch Nails. Some of the lesser priced packages will see you playing mini golf with Tool’s Maynard James Keenan, taking a guided tour of Disneyland and eating dinner at Roscoe’s Chicken n’ Waffle with Freese and Twiggy from Marilyn Manson.
Are these serious packages that Freese will deliver upon? Yes. Freese has responded stating: “I’m no dummy and I don’t expect anyone to purchase some of the ridiculously expensive “packages” that I am offering. BUT so far what I wanted to happen HAS happened …people have taken notice and are now talking about it…I am 100% serious though in delivering on any of the packages that are purchased. That’s half the fun…if not ALL THE FUN!… Everyone I pulled in on this one have signed off and are prepared IN CASE it goes down.”
The marketing Freese has put into this album has by his own admission been minimal in cost, hiring a only a publicist to spread the word and arrange for some interviews. The radical approach however, has received attention but is anyone mentioning the music? What is being sold here? It seems as though the product is not the music itself but rather the crazy experiences being offered. While these “packages” are fun to think about however, will people be driven to purchase the $7 CD because of it?
It will be interesting to see how this plays out for Freese in terms of monetary success and regardless, it is certainly a creative approach. This may not be the most feasible method for artists on the whole to make a living as few have the same following and famous friends to pull it off if necessary. The key in all of this is to show that some people are thinking outside of the box and that is exactly what the industry needs. Freese has done just that even if in part is to parody the way in which the industry has turned.
Visit Josh Freese’s website for full details on the various packages available: www.joshfreese.com
Visit here to view the commercial created in support of this album’s campaign: “Since 1972″
Sources: The Lefstz Letter (Josh Freese Responds)
frese’s marketing strategy raises an interesting query: can one make money utilising his fame?
being neither a listener of frese’s music nor a musician, i’m going to consider this in an abstract manner…it’s kind of an opportunistic, capitalistic curiousity.
i wonder if investing $75 000 to purchase frese’s record, and therein availing one’s self of his services, profits could be made. if i were a member of a band (one with talent but little exposure, lets say), i’d certainly consider the possibility that having frese on our ticket for a month could earn us enough publicity, manufactured or not, to exhibit our music to a much broader audience. at which point, one can only hope a buzz would be created and fanbase born. a few complications arise i realize (the cash and the temporarily ousted drummer) but low interest rates and strong friendships have together conquered greater feats.
subsequently, the success of frese’s marketing plan would also have to be guaged on the successes of the parisitic bands that invested and exploited the famous drummer. fortunately, this unabashed, and seemingly vile opportunism, has long gone unpunished in the music industry. just ask elton.
…anyhow, i’m just floating ideas.