![]() The whole thing brings our fans closer to us, makes them a part of what we are doing and gives them a way to identify with us. It’s all explained in further detail on this page on our site. So basically, this is like a reward based game. This adds some scarcity and rarity back to things again.Īll of this conceptually works into the military aspect of the Orange Army (our main color in our brand) as this is just “Mission #1” and we’ll come up with other missions later, requiring this first Mission to be done first. We will never let the song be heard online coming from us. So these songs, will really only sit in the listeners hands, until or unless one of them chooses to upload it online. And those songs are NOT available by way of a download, but by way of an unmarked mystery CD that will then get mailed back to you (one of the songs randomly on a CD for each time you complete the mission). And for doing this for us, we’ve created a pool of tracks that are ONLY available by participating in this program. Then they could send the pics of their handy work into us and we can post a huge gallery of our mark everywhere from Mesa to Moscow on our Facebook page. Over the course of a few months I developed the concept of having people hook up our stickers (which simply bare our logo) in their neighborhoods all around the world. What I really wanted to do is create something interactive and fun. I’ve never had an interest in begging people to help us promote just out of their love for us anyway. People don’t want to do shit, hell, they want the music for free, so asking for extra will fall flat. In 2011 a standard street team model won’t work. So what can we do to put music in people’s hands, or to recreate that intimacy with music and our brand? Here are a few ideas that I’ve come up with for us in the last few months.Įverybody knows what a street team is. I mean, it’s cool, but not life changing and not much more than a short cut for me to avoid going to Wikipedia to look up some production credits. You can’t replicate holding an album with a digital booklet, even if it can be full screen, even on the Ipad. The great failure with their approach is they took the wrong elements of tangibility. This is something that has been attempted by others like Apple with its “ Itunes Album” format. ![]() I want to give a few examples of how we’re doing this this year, in hopes that maybe it will spark more innovation, just not the same exact innovations, ha.įor us, the goal is creating a tangibility out of the intangible. You have to be creative, “grinding harder” is not enough if you’re doing the same thing as your competition, but just more of the same. There’s really only one way to battle as a business when you are at a monetary disadvantage, and that’s to innovate harder than your competitors. An in-depth column from the perspective of an Indie label owner. With this frequent column, he gives readers an all access look at the ups and downs of running an independent hip hop label in this day and age. ‘Uncommon Approach’ is a column written by Paul “Nasa” Loverro, owner of independent label Uncommon Records.
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