creative deconstruction

How a Subscription Model Can Enhance Your Release Strategy

Posted on 27. Jul, 2009 by refe in INNOVATION, STRATEGY

It seems redundant by now to say it, but the new music market that artists face today is a lot different than at any time in the past. The way people enjoy music is different, and the way music is purchased is different. I wrote recently about ways artists can respond to these new market realities by applying a bit of creativity to the way they release their music. You can read the entire article here, but the main point is that  artists should not blindly follow the traditional approach of new releases staggered across multi-year gaps. Fan engagement is at a premium, and by releasing less new material more frequently an artist can hold the attention of fans more effectively, longer.

One way to enhance this approach is through a subscription model. When you release a new track each month, or a new EP every six, you want to make it as easy as possible for fans to know about it when new material drops, and to get their hands on it once it does. Since most artists can’t afford to create a fresh marketing blitz every four weeks, why not push a subscriptions? Instead of promoting the new releases themselves (which you will obviously still have to do to a large extent) you promote access to all future releases. Fans pay a flat fee that allows them to receive each new track in their mailbox (whether digitally or physically – or both) as soon as it’s released, for whatever length of time you choose. Convenience for the fan, and a captive audience for you.

There are different ways to go about implementing a subscription service. Artist John Wood, who I wrote about a few days ago, offers his fans a tiered model. Each tier costs a bit more than the one before it and includes additional value – from private live performances to a song written for the fan’s birthday or “unlimited hugs.” Tiered offerings have been getting a lot of attention lately with the success of similar models from Jill Sobule, Amanda Palmer, and Trent Reznor, among many others. The ones that work the best capitalize on fans’ desire to connect with the artist. Personalization and especially actual interaction are big selling points and fans have proven their willingness to pay for it.

A lot of the artists listed above also offered fans the option to subscribe by donating an amount of their choosing. Pay-what-you-want has already proven its worth, so I won’t get into that here. I will say that I understand why many artists are hesitant about this concept. It’s a risk, for sure. But I would challenge you to take the risk and give it a try – I think you’ll be surprised at how generous many fans are willing to be to support the artists they love. Also remember that when a subscriber chooses only to donate the minimum it does not necessarily equal a lost sale. That person likely would not have subscribed in the first place if they had to pay more for it, and now you have one more set of ears exposed to your music.

If you haven’t created a release strategy for yourself or for your band you are making a mistake. You don’t have to use the ideas that I present here – they’re only meant as suggestions. But if you are simply doing the same thing that artists have been doing for decades you’re not going to be able to compete in the new music marketplace. Take a look at your existing fan base and map out your goals. What do you need to do to reach the next level, and how can you adapt the way you release your music to help you get there?

If you have any questions about starting your own subscription service I’d encourage you to take a look at some of the artists I mentioned about and see what has worked for them. You can also feel free use the comments section, or email me and I’d be happy to help you work it out. What do you think? Are any of you readers already doing something like this?

Tags: amanda palmer, business models, distribution, jill sobule, John Wood, music, subscriptions, tiered, Trent Reznor