Today we’re spotlighting new campaigns from two bands with vastly different back-stories. One’s had a successful decades-long career and is releasing its ninth album; the other just formed this year, and is about to drop its first full-length. Both are offering their new albums in an array of configurations, including highly-creative one-of-a-kind deluxe packages. Let’s meet them, shall we?
You Am I: This Australian alt-rock band initially got traction in early 1990s, when they were discovered by Lee Ranaldo of Sonic Youth at a festival. Following a stint touring the USA including a slot on Lollapalooza, the band enjoyed a strong fan-base Down Under, notching three #1 albums on the Australian charts and picking up multiple ARIA (Australian Record Industry Association) awards. Previously, the band had recorded for two major labels (BMG in the ’90s and early ’00s, Virgin/EMI in late ’00s), but this summer, they migrated to Sydney-based indie label Other Tongues to release their ninth studio album (available October 8th). In what is almost certainly a departure from the launches of their previous eight records, this album is available on their website in five configurations: digital only; digital + vinyl; digital + CD; digital + ticket to their current tour; and a mega-bundle with autographed vinyl & CD, a limited-edition tote bag, a concert ticket, and a backstage pre-show cocktail with the band (nice!). Check out their beautiful website and pre-order the album here.
Bad Books: earlier this year, Brooklyn songwriter Kevin Devine and members of indie band Manchester Orchestra joined forces to create this brand-new American-folk-rock group. Bad Books are building buzz, touring the northeast with a stop at the Bowery Ballroom for CMJ. The band is about to release its first full-length album on Favorite Gentlemen, an indie label helmed by a former Manchester Orchestra bandmate. The album’s multiple configurations all include cool personalized items that make each option worth dropping some coin. Fans who buy it on either CD or vinyl will get a two-sided full-color poster autographed by the band. In addition to a conventional CD + vinyl + poster + t-shirt package, the band offered a limited-edition deluxe bundle with a hand-carved hollowed-out book containing the CD, two Bad Books pins, and a unique Polaroid photo of the band (vinyl also included). The love, time, and effort that goes into a package like that is not lost on the fans — the initial run of deluxe bundles is already sold-out. You can (and should) snag their other configurations here.
These two bands are at completely different places in their careers (and physical locations). Yet they both know that the smartest plan for launching an album today is to offer a wide range of product options, create unique “deluxe” bundles with high perceived value, and sell directly to the fans. Every artist’s path is different, but as these two cases illustrate, any band can play by the emerging rules of the new music game. We’re thrilled to see our clients using our tools in the service of such great music and cool products.
