One of the main complaints of music consumers is that prices are too high. Many consumers also give this as a reason for file sharing, and also many people say; 'I can get the music for free, why should I buy a CD ?'. Bon Jovi also noticed this problem.
The band has added extra features to their latest album and hopes with these additions to attract legitimate buyers. Because only they will get access to a secure part of the website of Bon Jovi giving them exclusive content.
On the inside of the packaging of Bon Jovi's Bounce is a 13-digit, randomly generated serial number. By entering that code on the group's website, fans enroll in a program that puts them "first in line" for concert tickets and allows them to listen to unreleased tracks from the band. |
"The idea is to make anyone who's file sharing or burning feel like they're missing out by not buying a real copy of the CD," said Larry Mattera, a new-media executive at Island Def Jam, Bon Jovi's label.
The company tried a similar program with Rusted Root and Willie Nelson. But the system was seriously flawed, Mattera said. It relied on Gracenote's CD Key technology, which embedded the access code in the disc itself.
Anyone who burned a copy of the album got the code along with the music. So there was no benefit to buying the record legitimately.
The new system isn't foolproof, either. A record store employee could open the CD and pass the membership on to pirates.
For the real fans this really could be a good solution, but on the other hand, are real fans not the ones who buy the albums? It's good to see a different approach, that instead of fighting against the file sharing networks fights against the rusty CD industry and their marketing concepts.
All with all, this new album might have better sales, even if it was only because of the attention the initiative has received. Read the entire story here.
Source: Wired.com
