It's no secret that the music industry is in trouble, and has been for a good long time. Mom and pop independent record stores have fallen by the wayside in favor of multi-media mega stores. And the album sections of those mega stores are growing smaller and smaller. Even the chain stores have had trouble, with Tower Records ans Sam Goody going under. Part of that has to do with the methods by which people get their music today, with digital files pushing physical products to the wayside. But it's also an indication of a general loss of interest. Album sales are down, ticket sales are down.. Some of that has to do with the economy, and people having to cut back on entertainment spending, but I have to believe that part of it has to do with the product that is being released. Music used to be about the album. Now, it's about the single.
I have to believe that people have grown tired of paying $15 and up for an album consisting of the one hit song and 12 throw away filler songs. So people either buy just the hit song from iTunes and ignore the rest, or they find illegal ways of obtaining the music, especially when iTunes forces you to buy the whole album to get the hit. Or increases the price of their single downloads based on popularity. That doesn't excuse or justify illegal downloading, but it is a reality that won't simply go away because the music industry wishes it would. But what can they do?
For starters, they can embrace the digital format, instead of shying away from it, or vilifying it. Give the fans a nibble, and they're more likely to bite. Offer a free download of one or two songs before the album is released to generate interest. Or links to b-sides and demos when they pre-order the physical album, or when they buy the whole album digitally. Reward loyalty and honesty. Give fans a reason to buy instead of steal. Sad that it comes to that, sure, but it's reality. Bottom line, offer more bang for the buck.
That's exactly what some artists are doing. I bought the new Melissa Auf Der Maur album earlier this year. She's the former bassist in Hole, and she's also played with Smashing Pumpkins, as well as her solo career. She released her new album herself, and she offered fans different package deals from which to choose. Those who just wanted the digital download could but it for $10. Those who wanted a little more could get the physical copy with an instant digital download. Die hard fans were offered packages including the physical copy, the instant digital download, a vinyl copy, one of three t-shirt designs, and an exclusive dvd of an extended music video. All for a very reasonable price. And when Courtney Love released her new album, or technically, the new 'Hole' album, she offered similar packages. Her deluxe packages included a messenger bag, a physical copy of the album, a digital download of the album, an autographed vinyl copy of the album, and a limited edition cassette shaped thumb drive with exclusive photos of the band. Some of them included makeup as well. It was substantially more expensive than Melissa's packages, but the fans still bought them. Myself being one of those such fans, and I have my autographed vinyl proudly framed and displayed in my living room.
I understand that not every band can afford to do that, but it's an interesting concept, and I think the future of record sales. It doesn't have to be something as extravagant as a cassette shaped thumb drive either. I pre-ordered Gwar's most recent album, and for a few dollars more, it came autographed by the entire band. More and more bands are doing that, and I like it. It brings you just one step closer to the band. And it doesn't cost the band anything but a couple hours of their time to sign the booklets.
Another cool trend is the limited edition, tour only release. I've partaken of this goodie as well. The Misfits offered a tour only release of their new single on orange vinyl, with limited edition red and green available through their website. I only went for the tour orange, but still, it's something unique that only a certain amount of fans will have. Danzig offered a 7" vinyl of their new single with the purchase of a ticket, and they offered the album at the shows before its official release. I bought both, and I saw Danzig at one of his 9 tour stops. It's something special for the fans, and that's what it comes down to; make the fans feel special, and they'll continue to support the band.
Some bands, like AC/DC and Pixies, are offering CD-R and thumb drive copies of the soundboard recordings of the show they just played on their tours. I haven't encountered this cool idea yet myself, but I like it. Sure beats scouring Youtube the next day for sound and video clips taken on camera phones. And talk about a cool keep sake. Theoretically, only those who attended the show will have the chance to buy it. And after that, it's up to those fans whether or not they share it with other fans.
Bands have also started to make their tours especially unique. Some bands, like Iron Maiden, are alternating between greatest hits tours and new material tours, giving the die hard fans reason to see them play each time they come around. And some bands are playing their entire album from start to finish. A Perfect Circle has just announced that they'll be playing all three of their albums on different nights during their upcoming tour. Die hard fans will pay to see all three nights, because it means hearing songs the band has never played live before. And the casual fans can choose which album they'd most like to hear live, and come out satisfied. Bands like Slayer and Megadeth have been playing their hit albums in their entirety in correlation with their respective release anniversaries. Weezer is planning a two night tour, playing their blue album one night, and their Pinkerton album the next. I really like this idea. Those who love just those albums will come out in droves, and they'll be likely to check out the band's later material, and perhaps next tour as a result.
All it takes is a little innovation to breathe new life into the dying art form. Here's hoping these trends will continue, and the labels will wake up before it's too late.
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