![]() ![]() It's particularly bold given her core demographic is going to be largely unfamiliar with walking into a record store and exchanging cash (remember that?) for a tangible piece of music (remember them?). Swift, for this album, seems to have tried to push fans towards the physical product, selling it in the US with a limited-edition printed magazine and giving buyers the opportunity to get better seats at her shows via a deal with Ticketmaster. Some artists are giving music away for free, to boost awareness others are focussing on unique merchandise. Secondly, it's an example of ingenuityĪrtists, even the biggest ones, are trying out new and innovative ways of recouping some of the cash they are losing as sales of CDs and digital downloads - the things where people actually pay you money directly for your music - decline. Those who are not already extraordinarily famous - who have not sold tens of millions of records, or achieved near-unrivalled clout among a generation of teenagers - cannot afford to bypass the streaming services. In other words, this strategy will work for very few. "I also think it's a strategy that is not open to everybody."īoth Rowe and Fairchild liken the move to one by Radiohead, who in 2007 released In Rainbows on their website under a pay-what-you-want model, a novelty at the time. "Whoever is coming up with that strategy is quite smart," Charles Fairchild, associate professor of popular music at the Sydney Conservatorium, says. ![]()
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