Jan 16 2009
Catering to Different Types of Fans
Something a lot of savvy bands are doing is providing tiers of products that hit different types of fans. On their last project, NIN certainly understood that they had multiple levels of fans, some that simply wanted to listen to the music (9 free medium-quality mp3s), devoted fans (36 high quality audio files for $5), some fans that would want a CD ($10 2-CD with immediate digital download), serious fans ($75 deluxe pack with CDs, Blu-Ray disc, data DVD with multi-track songs), and hardcore fans ($300 box that sold out in TWO days).
Some of the bands I am working with also get this. The Murder City Devils are issuing a tour-only deluxe box set limited to 275 copies. It will contain 4 LPs on white vinyl (exclusive to the box), be hand-numbered, and each one will be unique in that it will contain one-of-a-kind items such as old backstage passes, photos, band member’s electric bills… They will be only for sale on their upcoming tour. Although they are giving one away. Given how collectible their records are (and expensive on ebay) this is something that devoted fans are going to snatch up in a heartbeat.
The Rentals are taking a different approach. They have just launched a year-long project at therentals.com where each day they are posting a new photo, each week a new short-form film, and every 3 months a finished EP of songs. These will be streamed for free, offered for sale in various ways, and at the end of the year packaged up in a deluxe box set that will offer far more than what has been released on the site (such as undeveloped roll of film taken by Matt Sharp, backstage passes, etc).
In the evolving music economy, it is critical to understand that different fans consume in different ways, and the Internet has given us the ability to cater to each of them on their own terms. Onwards and upwards!
If there’s anything I’ve learned, people love the “extras.” Your observations and assessments are dead-on. Even the smallest bands have multiple levels of fans, just the same as do creators in other entertainment media — hence why comic book creators can put a comic online for free, and STILL sell trade collections of those strips after the fact.
Plus, you gave me some ideas for my own band. You the man.
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