As a renowned marketing guru and media futurist, there are certain questions that I get from clients over and over again. From time to time on this blog I’ll address one of those questions, for the benefit of all.
Q: My band has a new album, available for 100% free digital download. Any hot promotion tips?
A: As a general rule, err on the side of subtlety. Don’t hit people over the head, mentioning your free album again and again. Realistically, if they have any interest in your free album, one mention should be enough. After all, you’re giving it away for free, with absolutely no cost to them; all they have to do is click on a link, and the entire album is theirs. You shouldn’t have to beg anyone to accept a free gift — that would be degrading, and beneath you. You don’t want to give them the impression that you’re desperate (which is a perception you’ll already be battling, if you’re giving away your album for free). You and I both know that giving away your new album for free is a brilliant marketing move, but the public, unaccustomed to amazing music costing them absolutely nothing, might be suspicious… just put the free album out there, and the rest should take care of itself.
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