This whole email for a track trend is kind of a slippery slope. Remember the "no purchase necessary" rule (err federal law) that comes with contests? People feel the same way about giving up an email address.

Giving up an email address (or text/sms, or IM, or twitter, or physical addy) is about permission... and long term interest. It is about a relationship. Just because I want to hear your music, doesn't mean that I give you permission to contact me.

The difference needs to be clearly stated upfront and permissions (and rejections) need to managed with integrity.

Labels: email marketing, fans, mp3s, permission

Check out Bob Lefsetz's post called "net oppertunities".

"First and foremost, for the very first time in history, you can know who your audience is. You can collect the e-mail address of everybody who likes your music. Maybe give a track away for free for an e-mail address. Maybe not all of the addresses will be valid, but if they are truly fans, they would LOVE IT if you contacted them in the future. This is what Led Zeppelin did with their O2 ticket sale, this is what Radiohead did with their name your own price "In Rainbows" deal, this is what Trent Reznor does again and again. You have to harvest e-mail addresses. So when you go on tour, when you have got something to sell, you can ALERT YOUR FANS!"

Our new client The Dandy Warhols did just this. Want the track? Sign up here to get THE WORLD THE PEOPLE TOGETHER (COME ON) free MP3.

Labels: band management, dandy warhols, email marketing, fans, mp3s, new clients, superfan