Prince announced today that his European tour this summer will never leave England. In fact, it will never leave London. The pop singer has committed to a 21-date all-London tour, starting in August.
That was the first curve-ball, but the singer also announced that tickets will be set at 31.21 pounds (approx. $69). The cheapo tickets also come with a free gift, a copy of his latest CD, 3121.
The cheap tix and free CD just encourage positive word-of-mouth from concert-goers for both the concert itself, and Prince's music. Prince is simply making it easier for his fans to engage in an activity that they were going to perform anyway. Which in turn gives his fans further incentive to promote his music to others. Enthusiasm is contagious.
But this isn't Prince's first creative promotion. When 3121 was released last March, Prince included a free ticket in 7 random copies of the CD. Not just any tickets, these 7 tickets gave the lucky winner free airfare to Minneapolis, Minnesota (Prince's hometown), where the pop singer entertained the group with a private concert.
Which begs the question; Why do companies seem to focus on getting more customers, while music artists seem to focus on getting more fans?
Thanks to the lovely CK for giving me a heads-up on this.
G makes a great point in the comments: "music artists want fans, labels want customers: again this is where the music industry get its current problem with the decrease of cd sales and the legal issues and etc.etc. "
UPDATE: Lewis blogs about the state of the music industry.
The Viral Garden, Marketing, Music Marketing, Prince