http://www.time. com/time/ arts/article/ 0,8599,1644427, 00.html

Why Prince's Free CD Ploy Worked
Wednesday, Jul. 18, 2007 By JUMANA FAROUKY

The Daily Mail and the Prince DVD
Paul Ellis / AFP / Getty

When Prince's new album Planet Earth was released in the U.K. on July 15, almost 3 million people picked up a copy. Normally, that kind of news conjures up images of record industry execs high-fiving each other and fans streaming into record stores to empty the shelves of their hero's latest offering. But in this case, the record industry execs are livid. And it's true there isn't a single copy of Planet Earth in any store in the country — but only because they were never there in the first place. In fact, Prince didn't sell any copies of his album in the U.K. He gave them all away.

In an unprecedented deal, Prince granted British tabloid the Mail on Sunday exclusive rights to distribute his new album as a freebie. Cutting out record stores, online sellers, and even his U.K. label, Sony BMG, he decided to take Planet Earth straight to the people, and all it cost them was the paper's $3 cover price. "It's direct marketing," the pint-sized popster said when the deal was announced three weeks ago. "And I don't have to be in the speculation business of the record industry, which is going through a lot of tumultuous times right now."
As his fans rejoice — another middle finger to The Man! — the music industry is reeling. While Planet Earth is due to hit shelves in the U.S. on July 24, Sony BMG announced that with so many free copies floating around, it won't be releasing the album for sale in the U.K. at all. Music retailers boycotted the paper, until HMV reluctantly agreed to stock it, just this once. "We decided we could either get marginalized or we could get right in there," says spokesman Gennaro Castaldo. "With whatever reservations, our motivation was to give our customers the choice and access to the album." But what the industry is really worried about is what happens next.

CD giveaways (or covermounts) are common practice, as magazines try to entice buyers with new indie rock compilations and newspapers look to shift copies with archive material from older artists. Just last month, the Mail on Sunday gave away a Peter Gabriel CD: a mishmash of not-so-famous tracks and live performances. But this is the first time in the U.K that a top-selling established artist has ever given away a full-length new release for nothing. What if others follow Prince's lead? How will retailers, who are already struggling to compete with supermarkets and online stores and Starbucks, survive if artists cut them out of the loop?

And without the income generated by big name acts, how will record labels support and promote lesser-known artists? "If we keep moving down this particular route, companies will only release records that are sure home runs," says Martin Talbot, editor of industry paper Music Week. "That means either stuff by established artists or unknown artists doing cover versions. There is the danger that it will no longer be worth it for companies to invest in new, up-and-coming artists. And if record companies don't invest in them, who will?"

In a world where free usually means worthless, many in the industry can't stomach the idea that one day consumers could pick up the new Eminem album with every packet of M&M's. But one man's freebie is another man's fortune. Prince was reportedly paid $500,000 over and above the royalties for each CD — typically around 10%. Considering that his last album, 3121, sold only 80,000 copies in the U.K., this deal may have earned him more than eight times as much. Plus, Planet Earth — which has gotten fairly good reviews so far — is now in the hands of thousands of people who may never have thought to buy it. Maybe they like what they hear ... and maybe they want more. They'll have to settle for buying up his back catalog, because the 21 shows he's playing in London in August and September are already sold out. Naturally, he's giving away a copy of the album with every ticket (a trick he pulled with Musicology back in 2004).

For its part, the Mail on Sunday printed, and sold, an extra 600,000 copies in addition to the 2.3 million they usually sell every week. Advertisers find it hard to resist those kinds of sums. And according to managing director Stephen Miron, his office has been flooded with calls from other artists wanting in on the action (as for who, he won't tell). "They are saying they think this is a much more effective and efficient way of building up their business."
There's no ignoring this bigger, stronger breed of freebie, but there's also no reason it has to signal the death of the music industry. Thanks to the rise of digital distribution, the business of making and selling music has been in flux for years, with labels, lawyers and retailers constantly forced to adapt. "In the record industry, you can barely hear yourself think for the sound of the business being dismantled and the paradigms being broken," says Conor McNicholas, editor of music weekly the New Musical Express. Those who can't keep up are flailing — last month, HMV reported its annual profits have more than halved — or already fallen: last year, retail giant Tower Record sclosed its stores and in June the U.K. music chain Fopp shut up shop. Meanwhile, record labels are looking for solutions in mergers and takeovers — any day now, British firm EMI could be bought out by investment group Terra Firma. Says McNicholas: "With the pace of change, you just have to be very quick on your feet and rework your business model every six months — that's the challenge."

Manager Garry Blackburn thinks it's a challenge the industry can't escape. There are rumors that one of the bands he works with, the veteran British ska group Madness, is considering a deal with another national newspaper to release their upcoming new studio album. Blackburn won't confirm or deny, but says he's a big fan of the freebie. "If everybody takes a deep breath and considers what's going on, this is a wonderful opportunity, " he says. "Yes, it means the industry will be dramatically different in a few years, but I don't think screaming like a bunch of girls is going to help anything. They need to think of a way to use it to their advantage." Setting music free: could be a Sign O' the Times.
__._,_.___

A new Prince CD in the newspaper.

Paul McCartney's CD sold through Starbucks.

The music industry is changing at light speed.

And as always, our boy is leading the way...

Man I can't wait for the day you can get a Michael Jackson CD free with a pack of diapers!

The problem I have with this is that is Prince giving away a CD in a paper that's right of right-wing, and regularly publishes articles that border on racism and homophobia, are anti-European/anti-immigration/anti-abortion, against freedom of expression when they slammed down hard on "Jerry Springer - The Opera" and "Brass Eye" really a cause for us to celebrate just because he's sticking two fingers up at the "evil" record companies? Also, for those of you who know your newspaper history, they also supported Nazism and Fascism before World War II and are commonly know in newspaper circles to this day as the "Daily Hail".

Also, is any of the money the Daily Mail made going to bring thtough or help new and upcoming artists?

Who cares about the ethics, as long as he's making loads of money eh.

Watch out folks, next we'll start seeing more retailers, i.e., clothing, shoe, supermarkets, giving away music....you spend over $50.00 on clothing or other merchandise at a popular store(i.e., Macy's;Daffy's;H & M;Coach;The Limited or Nine West;Aerosoles;Footlocker; Wilson's Leather, etc.) and get a free cd, or buy 2 6-pack Pepsi or Coca-Cola and get a 2 free itunes downloads from a particular artist.

Who needs record companies when there are so many options now for artists, to make deals with various merchants, who can get their music out there,and at the same time merchants can get their products sold. I say "way to go Prince!
Merchants/Retailers and Artists can have a great romance.

Actually this sort of "getting your product out there" whichever way you can to the masses have been around for a long time. Supermarkets have been doing this sort of thing for customers for years...a la Thanksgiving...."buy $75.00 worth of food and get a free 16lb "Butterball" turkey" Hey, remember the free samples of household products you received in the mail? What about all those "AOL free upgrade cds that was free for 30 days" that you received in the mail, then after 30 days AOL charged you for the service, because you forgot to call them before the 30 day limit was up:stupidme:,and they reeled you in as a customer and you got hooked on their offer?


DISCLAIMER: The following is all in fun and not in jest of
the Mail on Sunday or disrespect to Prince in any form;nor do any of
the websites listed below actually exist.


(Edited)
Options:

Credit Card companies Sign up for www.ijustwannacreditcard.com and receive no annual fee for 1 year and receive a free cd from a major artist.

Banks - www.yousureuwannabankwithus.com open an account with us and receive free checking and no atm fees for 6 months - sign up now and receive a free cd or 3 itunes downloads - limited offer. .

Airlines www.doyoureallywannaflyourairlines.com and get a free cd and listen to it while relaxing in our comfortable-feel-like-your-at-home chairs...free earphones included

TV Home Shopping Network... www.pleasebuysomethingfromourshow.com Spend a certain amount on a product and we'll send you a major artist's cd for free (..and then they'll probably play a snippet of the cd during the show)

Restaurants www.letmetakeyourorder.com - receive a free cd with a bonus track, when you order our chef's special dinner.

Ice Cream Shops www.canigetanextrascoopofchocolate.com - buy 2 quarts of ice cream for $12.00 and you'll get a free cd with your purchase.

Mail order catalogue shopping www.oohbuythisproductfromus.com Purchase an extra item with your order and we'll include a free cd from a major artist before its release date
--
I know it may all sound a little crazy, but don't be surprised if you see any of this happening, let's face it, on a serious note...times have changed in the music industry and artists are apparently finding new ways to get their music to the masses and having a hand in getting their "well-deserved money" for their creativity and ownership of the music they create; at the same time merchants are finding many ways to attract customers;you can't blame artists for finding various ways to get their music out there...music may be an art but these days music and business go hand in hand.

(Oh, just a side note)
Remember Master P? Laugh if you will, love him or hate him but Master P sold his cds/dvds out of the back of his car. ...and now he's filthy rich because www.hegotthelastlaugh.com www.onhiswaytothebank.com at www.dolladollabillyall.com go figure.
[Edited 7/19/07 18:02pm]

Rico said:

So agree with you on this one. I felt tainted when I bought the Mail on Sunday and only felt a little better after I took the CD out and then had a sacrifical burning of the paper in my back garden. My best friend now won't forgive me for not sticking with my priniples and buying the paper for the sake of a CD. I just hope that this was a case of P being ignorant of the Mail's right-wing bias. But then, doesn't he have people in his employ that would be able to advise him on this??

But then, it could be argued both ways. Did the Mail sell out its readership to a musician who put the words 'Masturbating with a magazine' into Darlin Nikki? Middle England would be in outcry if they knew that their exclusive covermount star has previously sang a song about fucking his sister.

Oh, and in my household, its referred to as the Daily Biggot.
[Edited 7/19/07 8:14am]

High fives!



Way to 'sock it to 'em', baby!!


"Sometimes I make a lot of money and give it all away..."
'Tangerine'--Prince

2elijah said

DISCLAIMER: The following is all in fun and not in jest of
the Mail on Sunday nor are any of the websites listed below exist.

Options:

Credit Card companies Sign up for www.ijustwannacreditcard.com and receive no annual fee for 1 year and receive a free cd from a major artist.

Banks - www.wannabankwithus.com open an account with us and receive free checking and no atm fees for 6 months - sign up now and receive a free cd or 3 itunes downloads - limited offer. .

Airlines www.flyourairlines.com and get a free cd and listen to it while relaxing in our comfortable-feel-like-your-at-home chairs...free earphones included

TV Home Shopping Network"...[i] www.buysomethingfromus.com Spend a certain amount on a product and we'll send you a major artist's cd for free (then they'll probably play a snippet of the track during the show)

Restaurants www.illtakeyourorder.com - receive a free cd with bonus track when you order our chef's special dinner.

Mail order catalogue shopping www.buythisproductontv.com Purchase an extra item with your order and we'll include a free cd from a major artist before its release date
--
I know it may all sound a little crazy, but don't be surprised if you see any of this happening, let's face it, on a serious note...times have changed in the music industry and artists are apparently finding new ways to get their music to the masses and having a hand in getting their "well-deserved money" for their creativity and ownership of the music they create; at the same time merchants are finding many ways to attract customers, you can't blame them...music may be an art but these days music and business go hand in hand.

(Oh, just a side note)
Remember Master P? Laugh if you will, love him or hate him but Master P sold his cds/dvds out of the back of his car. ...and now he's filthy rich because www.hegotthelastlaugh.com www.onhiswaytothebank.com at www.dolladollabillyall.com go figure
[Edited 7/19/07 9:21am]
[/quote]

Master P, BWAHAHAHAHAHAHA oh man that was funny! Now I have to clean the coffee spray off my keyboard and monitor dammitt!!

Alasseon said:

Hi, I don't know if this is correct or not, but was Crystal Ball the first CD to be sold on the internet too (for all of the shipping and handling problems)??

RenHoek said
[/quote]


[Edited 7/19/07 10:09am]

Rico said:

This is the most valid point to this whole issue.
All this bullshit about Prince being the innovative genius makes me nauseous!
Anybody with half a head for business could have seen that this is a sure enough market strategy. Prince will have his "money mad" advisors telling him what to do in order to make his money and how to keep it for himself.
Prince is hardly alone in looking for new ways to cut out the corrupt distributors. There have been plenty others before him.

He could have made business with a newspaper which isn't as sick as the 1 he chose.

Why did he choose a rascist, sexist, homophobic paper. He has often said himself that this type of journalism spreads only hateful lies, ignorance and confusion.

He should be held to account for that.

Most of his fans are pretty clueless, for whatever reason and I don't hink he is.

People this is not an act of genious.
It's ugly, petty and short-sighted. Don't believe the bollocks

Rightly said:

I gotta agree, the Mail is a a newspaper for "haters" to uses Prince's words. Disappointing, but I assume he was ignorant. The Independant or Guardian next time please. Or even the Socialist Worker, that'd be news.

Y'all ever thought that maybe he felt he had a message to share with that particular audience?? Give him a break. Sheesh. No matter anyway; this whole world is controlled by the prince of the power of the air. Short of getting saved, you're never gonna get free of it. We do what we gotta do to survive -- in the world and not of it, check?
[Edited 7/19/07 13:45pm]

Snap said:

checked.

You don't believe that yourself

And Prince isn't doing to survive (no matter how "cool" that might sound)
He's 1 multi-millionaire snowflake in an avalanche, obsessed with the idea of more.

Check?

Purpleaxxe1972 said:

haha!

komputerbleu said:

Maybe adult diapers...HA! Free with a nose job!

Purpleaxxe1972 said:

Man, the obsession with the name Michael Jackson is downright pathetic on this board!

Snap said:

Just waiting for the free Vault CD's to be given away free in the Detroit paper! We Love Music too! how about 1/wk for Life! Now that would be Sweet Life!

Peace & Love!
R

Rico said:

I agree there is an irony to Prince choosing the Mail on Sunday as the paper to give his album away with - considering the viewpoint of this paper.

I joked with a friend before the weekend that I was definately going to pick up Prince's new album but would be going into the newsagent in disguise - in case someone caught me buying a copy of the Mail (filthy rag!!!)

But the more I have listened to the album, and some of its lyrics specifically - it makes me wonder how many of those middle class right wing readers of the Mail have listened to the lyrics - and more importantly, how many have thought a little about what Prince is saying. If he has opened the mind of even one of those people, you could argue that choosing the Mail was exactly the right paper to choose!!!

Or am I deluded? Whatever, I live in hope.....

growbotham said:

you're certainly deluded!

Zelijah said:

It's not exactly free, but PBS has been using this tactic for years now. You donate $50 to your local PBS station, and you get a "free" book or CD; you donate $75 and get a DVD; you donate $100 and you get both the CD/book and DVD, and if you donate $200, you get all of that autographed plus you get tickets to a future event involving that artist or speaker. I know that Wayne Dyer, Robert Kiyosaki and Suze Orman have helped PBS rake in the bucks, and I could see someone like Prince or Paul McCartney doing this as well.

ReggaeQueen said:

Obssession?

There are hundreds and hundreds, if not 1000+ posts that are made on this board everyday, a handful that may mention Michael Jackson, how is that an obsession?
[Edited 7/20/07 21:33pm]

Rico said:

..perhaps he should've read the paper BEFORE aligning his name with it...

would have been great if prince had chosen the big issue as his paper of choice

would have done some good and still got the press

Purpleaxxe1972 said:

The thing is: the CD isn't "given away". Prince is paid royalties for each copy by the Mail and the Mail is paid a fee for every paper sold, which were more than average to my understanding. Count in the production costs of no more than 50 cents a CD and everybody is happy.

The idea shouldn't be blasted, even if the Mail is a deplorable newspaper to many. Those who do are the record executives that have never thought of ingenious ways to sell an artist work for little money to a broad audience, only ingenious ploys on how to make them pay as much as possible. The executives and their harem of a couple of "major" / record selling artists always want to get paid more than the one before, like everybody. What better way to that than to totally control every means of distribution?

It used to be like that but this shows that those times are truly done and over. The music industry is a sick business and has been for a long time. It's only natural that this is now happening; a self cleansing proces, initiated by the threat of truly free download networks and the same new technology making it easier and cheaper for artists to procue and distribute their music. Once they see their source of income under threat the smart ones get moving and start to experiment. Prince is one of those.

Fortunately the man still got balls. Gotta give him that.
[Edited 7/23/07 18:10pm]

There is no doubt that Prince is a genius. Marketing his album that way could potentially open up a huge new market for his old music.

Purpleaxxe1972 said:

That was so politically incorrect, but I had to laugh.

Rightly said:

The man really can't win, can he?

I'll bet the main reason he chose the Mail was because of its distribution power, followed by them offering the right price - and there is no other newspaper you can find that hasn't somewhere in its history had unethical views and bias - there's little choice.

What was he supposed to do? Carry on with the oh-so-ethical music industry? Hasn't he been raped enough by that business over the years with labels, distributors and stores taking a piece of his pie?

You say "anyone with half a head for business could have seen that this is a sure enough market strategy" - yet, noone else has done it! And the other artists that have tried to cut out the middle men with other methods have been nowhere near as successful.What other medium could he have used to get 3 million copies of his album to people? If you have half a head for business, you can probably tell me, eh?

The fact is, the extra 30% sales they had was not because people were suddenly interested in the views of that paper, but wanted to listen to Prince's music. And, as someone else noted, the lyrics on that album fly in the face of most of the opinions of that paper - so, those that do buy the paper because they like it's viewpoint might, in fact, have their own views changed somewhat. Or not.

There aren't any industries where some sort of corruption and unethical practices don't exist - you have to accept that as a fact of life. Unless you live in a field, growing your own food and are completely self-sustaining, then its more than likely that you are, in one way or another, supporting the corruption you hate so much. If you work, earn money, own credit cards, drive a car, buy products, you will be indirectly contributing to all that bullshit - but I'll bet you don't give yourself the same ass-kicking you are giving Prince here. Its the fault of the world in general, you can't tar an individual with the same brush, especially when that is not the agenda they are pushing. But Prince is hardly supporting that here, he is simply using a vehicle for his own promotion.

He does a good thing in giving his music away for free to people, whilst also being reciprocated himself - nothing wrong with that. Yes, he used a paper with right-wing views, but he did not do it to promote those views. You're as guilty as the tabloids you bemoan - someone does something different and is successful and you find any reason, however tenuous, to pull it down. I find that nauseating.
[Edited 7/25/07 17:34pm]

I wonder how his album is gonna do in the states.