She’s not the first to coax diehards into buying multiple copies of the same song. The practice is standard in Japan, for reasons that increasingly apply in U.S. pop music.
When incentives attack.
First of all, there is a tactical musical squad/band in Japan that runs a popularity contest every year where fans have to buy cd singles to get the opportunity to vote for their favorite member. It makes the Polyphonic Spree look like…a band with a lot less people in it.
Secondly, musicians and pop stars are better at social media than actors because they’re (for the most part) only ever playing one character. It seems to me that the best actors on Twitter are the writers who sort of backed into acting.
I think the Golden Ticket concept should be more broadly adopted in media merchandising but it shouldn’t be solely purchase driven. Of course, it becomes that way but remember, Charlie Bucket got his golden ticket laced Wonka Bar with money he found in a sewer grate.
When we did the scratch off lotto card subscription renewal table at The Public, it was incredibly easy to control both our inventory and the excitement flow of the promotion. You literally stack the deck. I don’t think it would be that much harder to manage on the scale that most of these big name pop stars operate on given the inventory control mechanisms in place.
If you want people to purchase things that they can get for free or can buy at home in their underwear, you need to give them a more interesting reason in a culture that is becoming increasingly intangible. I’m a huge music nerd but I haven’t purchased a cd in at least 4 years because there isn’t an incentive to me owning a physical copy of what I can access digitally.
And stop saying that the incentive is supporting the artist because we all know that the actual sale of music isn’t the main financial support for artists anymore.
Of course, the main creepiness driver of this piece is the sycophantic way pop music consumers behave under the influence of Lady Gaga or the tactical musical squad of Japan. Could you randomize a reward through the viewing of YouTube videos? Like a real “Congratulations, you’ve won!” tied to actual stuff that you do?
If you tied complete video viewing to some kind of reward, would that have any effect on viewer attention spans? And how long would it take someone to game that system?
Oh, and I think I’m actually going to maybe start blogging.