So, we've had giving it away with a Sunday newspaper, we've had giving it away with a radio station, and we've had letting people pay what they want, now this. The latest experiment in finding new ways to distribute music in this here digital age comes from that constant musical innovator, Mr Cliff Richard. Fans are being encouraged to pre-order a digital version of his forthcoming album, 'Love, The Album', from the singer's website. It currently costs £7.99, but using the bulk buy principle the cost will go down as more people order it - with every one who pre-orders benefiting from the reduced price. Fans have twelve days to register, and organisers say that if enough copies are ordered in that time the cost of the album could fall as low as £3.99. Bargain.
Unlike most of the other recent experiments in music distribution, this one involves a record label. The new Cliff album is being released by EMI, and they are organising the price-fall promotion. The major seem especially enthusiastic about the promotion because they recognise that Cliff's fanbase are not traditional downloaders, and they hope this promotion will turn some of those, how can I put this, OLD music fans onto the wacky world of digital music.
Cliff himself says this of the whole promotion: "Who'd have thought I'd get a buzz from creative marketing?. As artists we face a stark choice. We either keep one step ahead of the technology which is changing our industry so radically - or we throw up our hands and quit. Personally I'm not for quitting".
Steve Davis of EMI Catalogue says this: "Because Cliff's audience has not previously been big on downloading we feel this initiative will not only encourage them to download the album but also encourage their friends and peers to do the same because the more they do, the cheaper it becomes".
Presumably you're all now shouting at your Daily "but quick, tell us where we can pre-order this exciting new album, I need to get my order in now". Well, the URL you need is http://www.lovecliffrichard.com.