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Mediarun Search Marketing News

Mini golf ’n’ roll

Whatever your preferred tastes in music and whether you (or anyone else for that matter) favours the musical abilities of Trent Reznor and his band Nine Inch Nails there’s little doubt about their marketing abilities or their energy in promoting all things Web 2.0.

Reznor is perpetually in the music and technology press outlining or explaining some or other innovative way by which the band can connect with fans and share added value to their music offerings. For example, the band made all the individual tracks of their latest album The Slip available to anyone who wanted to make remixes. A new free product is an Apple App that offers a geographical reference to fans who might want to get in touch with each other, along with vast amounts of band info from the official band website. Reznor has a tech team called Sudjam who work with him on all manner of goodies and media related tools that really makes Nine Inch Nails stand apart from most other acts in the depth and breadth of technology deployed to help market them.

Reznor is happy to give away media including download versions of The Slip for free, with the aim to monetize in the long term. Even in the short run the policy seems to be paying dividends - they sold 250,000 copies of the limited edition CD despite encouraging people to download it.

It seems that Reznor isn’t the only person benefiting from applying new models to the music industry. In what initially appeared as a joke response to Reznor’s much trumpeted ‘added value’/experience marketing, drummer John Freese a co-collaborator of Reznor advertised a number of ‘highly collectible', limited edition packages.

70 of the $50 packages that include a CD/DVD and digital download, a T-shirt and a personal "thank you call" from Freese have been sold as have the $20,000 deals which include a miniature golf session with Freese, Tool's Maynard James Keenan and Devo's Mark Mothersbaugh. Other highlights for the price are a drum lesson or foot/back massage, a night on the Queen Mary (including a "Ghost Tour") and a guided tour through Long Beach, California, where he lives.

The $75,000 deal which includes one of his drum sets, a five-song EP written by Freese about the buyer's life story, a flying trapeze lesson and a win/win option: "Take shrooms and cruise Hollywood in Danny from Tool's Lambhorgini or we play 'quarters' and then hop on the Ouija board for a while," is still up for grabs though.

Whether you admire their creativity as musicians or songwriters is one thing, it’s hard though to not admire their creativity as marketers and in Freese’s case a mischievous sense of humour too.

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