Prince Finally Gets New Media

Filed in archive Artists , Marketing on August 8, 2007

Pop star Prince shocked the major labels with a new marketing plan - free music. He gave away almost 3 million CDs of his latest album, Planet Earth, in the UK. They were distributed with the Mail newspaper. Newspaper sales jumped over 25% for the day for the second highest circulation ever (number one being the issue reporting the death of Princess Diana).

I've predicted such promotional giveaways for 15 years and am pleased to finally see it happening. Sony BMG UK on the other hand was not amused and immediately canceled its one album contract with Prince.

Prince's earlier attempt in new media fizzled. The NPG Music Club, a typical artist subscription site, was recently closed. But he remains in an ideal position to succeed. He controls his music and even owns his own recording studio. As a veteran artist he is not beholden to major labels to promote him and can set contract terms. He is a multi-platform promotional demon. He's done monster high profile events like the Super Bowl halftime show. He goes on frequent tours, where the main money is today, and supplements that with impromptu club performances.