PSFK reports that Mos Def has launched his new album, The Ecstatic, as a t-shirt.
PR stunt definitely, but clever modern music marketing. Once again – like Prince, Radiohead, Groove Armada and the rest – it relies on already having a loyal fan base. But understanding this audience and how they interact with each other/music/marketing etc is what makes this awesome.
Eskimon asks:
In a world where illegal downloads are commonplace, what alternative channels can commercial artists harness?
The music t-shirt has long been a valuable source of social expression; they’re what Hugh MacLeod might term ‘social objects‘.
So making the t-shirt the core product, and providing access to the music via a link on the hang tag, is a masterstroke of contemporary marketing. [it's likely to be copied for Mike Snow and Santogold's albums too]
Mos’s approach identifies the expressive benefit of ownership, and amplifies that very same expressive element.
That’s rather insightful. Consider if Mos sells a T-Shirt made in conjunction with a company like Supreme; at recommended retail of £30-50 that’s essentially putting the “CD” price at £15 and the Tshirt at £15-35. Both fairly respectable if you ask me.
Best of all for hip hop fans, the album, The Ecstatic, is getting good reviews. Pitchfork gives it an 8.0.
Thoughts, image and chatter courtesy of NotAnotherMindshareBlog, Paste magazine and PFSK
Mos Def’s New Album Sold As TShirt
PSFK reports that Mos Def has launched his new album, The Ecstatic, as a t-shirt.
PR stunt definitely, but clever modern music marketing. Once again – like Prince, Radiohead, Groove Armada and the rest – it relies on already having a loyal fan base. But understanding this audience and how they interact with each other/music/marketing etc is what makes this awesome.
Eskimon asks:
That’s rather insightful. Consider if Mos sells a T-Shirt made in conjunction with a company like Supreme; at recommended retail of £30-50 that’s essentially putting the “CD” price at £15 and the Tshirt at £15-35. Both fairly respectable if you ask me.
Best of all for hip hop fans, the album, The Ecstatic, is getting good reviews. Pitchfork gives it an 8.0.
Thoughts, image and chatter courtesy of NotAnotherMindshareBlog, Paste magazine and PFSK