March 31, 2004


New sales strategy: Give it away


Prince, never afraid of trying something new, is handing out copies of his yet-to-be-released CD to concertgoers.


By Randy Lewis, Times Staff Writer



Will pop music fans buy the cow if they can get the milk free?

Prince is raising that question with an unusual campaign in which everyone who buys a ticket to his current concert tour gets a promotional copy of his upcoming album, "Musicology," upon entering the arena.











Technically the milk isn't free. Tickets, which range from $47 to $75 in most cities, are priced to include the cost of the CD, although it's not considered a formal sale of the album. Thus, the CDs will not be tallied by Nielsen SoundScan, whose figures determine the national album sales chart.

The big question is whether the plain-wrap CD handed out to as many as 400,000 fans over the next few months will hurt sales of the full package that Columbia Records will release on April 20.

"I tend to think it could cannibalize sales," says Geoff Mayfield, charts editor for Billboard. "If the only difference is that [the concert CD] didn't have finished artwork, I think it's only the really serious fan that's going to purchase it again."

Dave Alder, vice president of product and marketing for the Virgin record store chain, says, "Anything that breaks the mold of the traditional music business model is worth trying at this stage in the game," alluding to the troubled climate for record sales. "I don't think we can afford to be close-minded."

Tower Records Southwest region director Bob Feterl sees some merit in the strategy of handing out CDs to build word of mouth, especially since Prince has been largely out of the pop spotlight for years.

"I don't think it's going to be a trend," Feterl says. "But a lot of radio people are going to these shows, and other people who don't usually buy things, so it might help start the buzz on his next record.

"But I'd hate to see him do this with the next record, after he's toured the whole U.S."

Columbia Senior Vice President of Urban Publicity Yvette Noel-Schure said Prince had finished the album and that plans for a concert tour were well underway before he was signed to the label.

She said the distribution of the stripped-down CD — in a cardboard slipcover with just song titles — will continue at least through any more concerts that are announced through April 20.

More than 40 shows, mostly at sports arenas with capacities of 10,000 to 19,000, have already been announced.

Prince's recent deal with Columbia is his first major label record contract in more than a decade.

In 1993 he announced his retirement from studio recording, just seven months after signing a new $60 million deal with his longtime label, Warner Bros. Records.

japartington said:

If that's the case, then will the free promo stop after April 20? Since other cities were mentioned to receive a free Prince cd, what do you think those in the latter stages of the North American leg of the tour will receive?

I'm not worried. It's cool that me and applekisses got member floor seats and if there is no cd to hand out in Detroit, so be it. By the time mid-June rolls around Musicology will be in retail stores for two months.

my opinion:

i feel this CD giveaway is a WiN/WiN situation for Prince. bottom line is $$ for the Record Industry. the primary reason why ARTiST care about SOUNDSCAN and BiLLBOARDS CHARTS is that it is something taught. something that has been the so-called NORM for many, many years. sometimes we, as fans, like it when OUR ARTiSTS is #1 in the CHARTS. but 4 me the bottom line is GETTiNG NEW MUSiC and SEEiNG HiM PERFORM LiVE. if WORD of MOUTH from the giveaway sells more CDs then good 4 the RECORD company.

secondly, with technology anybody can get this CD 4 free via the internet. by giving it away 2 concert goers with the purchase of a ticket, a good chunk will get 2 Prince's pocket more so than the RECORD COMPANiES.....

a2grafix said:

I kinda read that to mean that any concert that was anounced before 4/20 will include the cd. Hopefully, that's what it means.

I knew he would welch on his cd promise. Knew it couldn't possibly work...lol

callmyname said:

I was also thinking about this today: It's very smart to give this cd away, after all, it is promotional, that's what it is for. Where did promo cds end up in the past? Radio stations play what is paid for by the record companies. No such thing as sending a promotional cd to a radio station to build interest anymore. It makes a lot more sense to give the cd away to fans who are gonna play it, and the chance of a friend of theirs hearing it and wanting to buy it are good. Still, people will burn cds for their friends, but there are so many variables. Some people like to have the acutal cd, jewel case, liner notes, etc. Some people are broke, and they are not gonna buy it anyway. I think it all evens out and he's gonna have a good year anyway, because of the RRHOF induction and the Purple Rain 20th anniversary.

Well if he "gives" away 400,000 copies, that IS 400k SOLD. IN HIS POCKET. Wheres the wrong in that? Its 100k from Gold status, even though "soundscan" doesnt consider it, its STILL 400k units. And anyway, its ABOUT gettin the music out. Its so funny to see someone like him just go out and do EXACTLY what he wants, PERIOD. Its wonderful to watch everyone check their text books and cry about how what hes doing isnt in there.

What if...

What if...

What if they decided to make the offical release of Musicology a DVD of the Staples Show + the Musicology CD?

:ponder:

"If the only difference is that [the concert CD] didn't have finished artwork, I think it's only the really serious fan that's going to purchase it again."

Well that's probably US ... I will probably buy the official copy too...

3/29 Regal Theate, NY, Philly and 2 DC shows ...I'm gonna have a lot of copies of this CD

Dauphin said:

Co-Sign.

I thought of that already and think it's a terrific idea. So you can see it one more time.

lawd...people are selling their promo copies on Ebay

Rhondab said:

i know! it's nuts...

superspaceboy said:

Whilst it is a great idea I cant see it happening.

I dont think he will sell a DVD of this concert tour whilst the tour is still going. It might hurt sales for up-coming concerts.

However, in view of the overwhelming great reviews of the concert and telecast I believe there is a good chance we will get a DVD when the US leg of the tour is over.

bkw said:

It actually might be GREAT promotion for the tour. I mean, if ppl buy the CD and they get a DVD of a live concert of CURRENT tour in progress and its impressive (which it was), it MIGHT JUST make ppl might want to check out the tour, hence tickets sales will go up. Wasn't the One Nite Alone LIVE box set released before he actually toured Europe or Japan?

I think people will still buy the "official copy"...I know I will and I already got the theater one and will get 2 in Vegas!! I think the official copy will have some kind of interactive cd (like the Rave cd) that this promo copy does not have. Plus there will be the cd booklet and I am not one to pass up some pics of the man!! LOL

"Prince's recent deal with Columbia is his first major label record contract in more than a decade."

Last time I checked, Arista was a major label. Ditto EMI, although I guess Emancipation is on the edge of "more than a decade."

Maybe the CD will have bonus tracks to attract us to buy it again!!

elg13 said:

I hope it has extras, but regardless I will buy it as well. Also, if my memory serves me right, the Rave interactive features were hardly anything, basically just a link to a website.

bkw said:

I don;'t think it wil happen becuase the CD can't come out that soon...can it? I think after the tour or a large way into it they might relase a DVD of the show. At least I sure hope so!

I'm wondering...are the people that are going to the concerts going to buy the CD when it comes out. I'm asking the people on this board that are going to the shows. I probably will not go to a concert (I'd like to tough) but will certaintly buy the CD.

a2grafix said:

yea i wonder about this too...my son is excited as everything about the show, but also excited that he's getting his very own copy of Musicology...but our show is April 22

but like someone else noted, i kinda take that as saying that they will be given out at all shows announced before April 20th...at least, i hope that's what it means...

rudedog said:

and what would be even greater still would be if he got the DVD ready ASAP and started selling them at shows...imagine how good that baby would sell if you could go to a Prince show and at the same time, buy a DVD of a show from the tour that you attended



you know the die-hards would buy a copy...and the first timers would buy a copy on a "Prince Performance High-impulse buy"

THAT is definitely a WIN/WIN situation...but also, more than likely, only a dream

VinnyM27 said:

I'm a completist in terms of official releases so I'll definitely buy it. Hell, I still have my 1999 New Master You KNOW I'm dedicated

Anyone who was going to buy the CD will still buy it even if they got the free promo. ESPECIALLY if they do a good job with the artwork and include lyrics. The freebie was good because now a BUNCH of people who wouldn't ordinarily buy a Prince CD (but went to see the simulcast) can enjoy his album and spread the word around!

Rhondab said:

Well...some people have already received multiple copies, and will be getting many more in a couple of weeks. I don't see anything wrong with selling it on ebay at all. They're not going for very much and as time goes by they won't sell for hardly ANYthing because there's gonna be a lot of these babies out there.

I think the promo cd is a great idea. Prince wins out on several levels -

he doesn't lose money because I'm sure the price of putting out the cd is included in the concert ticket price.

It gives him great kudos with the fans.

Casual fans go home and have a cd to listen to that keeps Prince in their minds, maybe leading to further sales.

It's a great promotional gimmick for the tour to get people to buy tickets.

He is seen as doing something practically untried and innovative - more kudos and gets him increased publicity.

He manages to retain his dignity in the face of going back to a record company by at the same time undercutting them and showing that getting high in the chart sales is less important than getting the music out to people.

Sony win out too, because even if they get less profit than they normally would from a new album, a profits a profit, I doubt they'll lose on the deal as they have to do very little promotion with the tour being in full swing. And they get kudos for working with Prince. And maybe will make a bigger profit on any future collaborations.

We the fans win out because we get an album to go home with.

It's a win win win situation as far as I can see.

Rhondab said:

And in the past it was the people working for the labels, the talent agencies, the attorneys, the accountants, the radio stations, the journalists, the TV stations, the magazines, etc. who were getting this stuff AND SELLING IT TO RECORD STORES OR TO FANS AT A PREMIUM. That's why that article was written. The industry's bitter that it's not exclusive anymore. Brilliant move, Prince, cuz it's all about word of mouth anyway. Add that to the movie indie cutting back on films to review for CDs and you've got Prince right there riding the wave.

Damn, I love him!

Plus, people sell dirty underwear on Ebay...and there are buyers! Ewwwww

2freaky4church1 said:

Hope your being ironic. If he gives it out to all the shows announced before April 20th, then thats pretty much the entire US tour. He might give something else to the European fans, but thats hardly "welching" since the disc will have been in stores for months by the time that rolls around.

callmyname said:

I like the way you think.

rainbowchild said:

Some people around here will start crying foul. "Why is he forcing us to buy the same music again?", "all he cares about is money".