quoted 5 lines So here's the question. Can subscription be a profitable model? For instance
>So here's the question. Can subscription be a profitable model? For instance
>if we put some rare out of print stuff on our site, some things that were
>previously only on vinyl, exclusive stuff, etc... would any of you pay a fee
>per track. Say $1 per track or something? I'm of the opinion that what
>attracts most people about downloading is the free part.
The free part, yes, but the reason that people are OK with it being free is
that it's a non-tangible and rather easily destroyable medium.
If I buy a CD, I know that CD is probably going to be with me for a long
time. Sure, if I'm an idiot, or run into some bad luck, I'll lose the CD
or it'll get broken. But with MP3's, most people don't get hyped up for a
release and then download it on release day. They buy those releases. The
ones they download are, for popular music, the ones already played on the
radio, or for not-so-popular music, releases they're curious about. Maybe
they heard about some band called the Flaming Lips and want to hear what
it's about because it's not on the radio, but don't want to spend $15 on a
gamble. Maybe they hear about an old Warp release but aren't sure if it's
something they'll like, so they download a few tracks.
Sure, there are also people who just collect and collect, but they're also
not the ones who care about whether they delete huge swaths of mp3's that
they don't like. They're not discerning buyers, or even listeners for the
most part. They're traders, and would be trading mp3's online the same way
they'd trade cd-rs and tapes among friends. They're usually worse-off
financially, too :D
The trick to getting people interested in downloading stuff is to
continually offer things that people would want, and would therefore
subscribe to. Say you ask all of your artists to submit 5 or 6 random
tracks that they think are OK for mp3 release. You offer 5 tracks a week,
and offer monthly subscriptions of like $10-15 a month. Say "It's the
price of a compilation without the middle-man. Download these tracks,
arrange them how you like, and burn it as an audio CD to enjoy." And offer
the past 3 weeks to the normal subscribers, too.
That's how a small record label with a small to decent sized sampling of
artists could feasibly do well with online mp3's. You offer mp3's,
probably at least 2 or 3 of which are exclusive per week, and keep adding
new ones while deleting the old ones.
The cool thing is that at the end of the year, you could release some of
the better ones on a CD compilation and say "For those of you who missed
the mp3 downloads, here are some of the tracks offered during the previous
year. Subscriptions for this year are always available and will get you
exclusive content etc. etc." That way the subscribers feel like they're
getting something exclusive, since not all the tracks end up on a CD, and
it generates some hype for the end-of-year (or twice a year) cd.
But that way, people can download something, and if they don't get a chance
to burn it, can download it again a few days later if something happens or
if they accidentally delete it. Downloading on a "per track" basis makes
people leery, as they don't know what the mp3 quality is or whether it'll
end up deleted and they'll have just lost a buck.
Plus, people tend to like coherent packages or collections for music --
it's what they're used to. Downloading 1 or 2 tracks will probably get
shuffled off to some folder and forgotten about, and people know
that. Downloading "this week's new mp3's" or "this old album" will get put
in its own folder and most likely backed up on CD. And I think that's why
people like downloading music -- it's more disposable -- but it's also why
people are less willing to buy downloadable music.
derek
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