The New Music Marketing Model

A year ago, I wrote a passionate article on the merits of charging $15 when you sell your compact disc s. Some of my reasonings included: It is tough for indie performers and you’ve a nice music, so do not short- change yourself; you may always discount the compact disc  for special reasons (2-for-1 special); and, the “high” sales prices additionally includes your various costs. I made several addendums, but that’s the gist of it.
But now, if you head over to http://mp3.com/thebards and check out the Brobdingnagian Bards page at MP3.com, you will notice something kinda hypocritical…none of our compact discs are priced at $15! What gives??
Well 1st let me say, yes, I do still believe in a $15.00 sales price for many performer s. Certainly, it works perfect for folk performer s, and singer/songwriter categories. But my reason is not hypocrisy it is a dramatic change in our marketing plan.
You see, when  we  started out, I knew that the only “real” income available to indie performers comes from compact disc  sales and merchandising since royalties from ASCAP and BMI are a joke. So our plan was to record every six months or less and put out new material. By then end of final summer the indie process was leaving us drained, and  we  were thinking  we  overextended. Then along comes MP3.com.
One of the things I have been raving about for the past few months is that MP3.com offers a new marketing model by offer ing “royalties” for listens to your music. And if you’re getting paid from individuals listening to your music. Then it needs to be efficiently available right?
Well, we’ve followed the footsteps of many of the top MP3.com performers and have about 40-50 tracks available on our website and more are coming every week. In doing so,  we  make a solid $20 a day from our website.
Now with each listen, the songs are tracked on MP3.com on their music charts. You sell a compact disc, the songs on that compact disc  will rocket up the charts. So you want the compact discs to sell, because higher charting equals higher payback. Therefore, our low price on MP3.com.
Now think for a second. If you’ve 40 songs on your website prefer the Hillbilly Hellcats, you’re most prefer ly going to make your 15 unique listens because your songs are located all over the charts. There are plenty of songs to choose from. Therefore the new marketing model no longer relies on compact disc  sales of $15.00, but listens. When you realize that you open yourself up to a whole slew of, in my opinion, easy marketing tactics that will make you more money from listens than selling compact discs from your website.
I know this all seems simplistic, but the vast reality is most performers on MP3.com are still running their performer with an older marketing model that doesn’t yield the highest payback. So consider that for a bit, and next week, I have a guest writer who will give you an rousing promotional idea that may send your listens over the top. Then the week following that, I’m going to betray my secret that has my song “Tolkien” at #35 on all MP3.com…
Stay tuned. Same bard time. Same bard channel!