Some of you may know Coldplay released their latest live album, “LeftRightLeftRightLeft” (it’s great by the way) online today for free download if you enter your email address. Radiohead did the same thing for their “In Rainbows” release in 2007. “In Rainbows” made #1 in the US and UK charts when it was “physically” released and sold 3 million copies within 8 months following the “pay what you like” online release that was launched a few months prior.
What does this mean for us as performers in today’s world?
By downloading the free album, people are given a taste of Coldplay’s music and may even become die-hard fans and buy more albums. As well, this online release will create more of a buzz than if the album was released solely in stores. Who wants to drive to Walmart? Our culture’s consumption is becoming increasingly based upon web grassroots and niche audiences. No longer do people go to stores to buy albums. They download albums on iTunes or for free like with “LeftRightLeftRightLeft.”
We must connect to our society by understanding the ways in which to build a strong base and tap into our desired market. The internet is huge now and this record release is an example of how a great British rock band has utilized it.
Sammy
