creative deconstruction

Coldplay Offers Free Live Album to Fans

Posted on 21. May, 2009 by refe in NEWS

A band like Coldplay doesn’t need to give anything away. They’re already doing quite well for themselves - Viva la Vida went double platinum without breaking a sweat, and the band consistently sells out arenas across the known world like they’re U2.

 Yet, it was announced a while back that Coldplay would be releasing a live album which would be available for download in it’s entirety on the band’s website – for free. The album is called LeftRightLeftRightLeft and features songs from Viva la Vida and previous releases. Again, Chris Martin and co. could have made a killing on an album like this, so what have they gained by giving it away instead?

First of all, I think that this is an impressive move. In a world where so many big-name acts are guarding their material like they’ll never release another song it is refreshing to see a band like Coldplay doing something for the fans. And it is for the fans. Giving away this record is a big step in cultivating loyalty among the band’s substantial base of fans. This is especially important when you are as successful as Coldplay – the bigger you get the less likeable you are. It becomes a lot more difficult to connect with fans and engender support. How many people do you hear bashing Coldplay just because they are immensely popular?

As a promotional tool, LeftRightLeftRightLeft is incredible. Releasing a live album just as you are about to kick off a North American tour is a smart move, and is likely to provide a big push for attendance. Bob Lefsetz agrees, writing, “They didn’t wait until the tour was over, not like the Stones.  They’re not selling every night’s performance, a rough approximation of the experience.  They’re giving away FANTASY!  THE CONCERT OF YOUR DREAMS!  THAT MAKES YOU WANT TO GO TO THE SHOW!” He’s right. LeftRight has obviously been tweaked in post production, but it still sounds live – you still feel the energy, you still feel like you’re there. It get’s you thinking that these guys must put on a pretty good show. That’s going to sell tickets.

Say what you want about Coldplay – love them or hate them, they know what they’re doing.

Tags: album, bands, business models, coldplay, live, touring