R.E.M. "Accelerate" Launch Website (ninetynights.com) & Relaunch Vehicle for the Band..

R.E.M has just introduced a website called ninetynights.com as a teaser to build interest for their new "Accelerate" album due in April of '08. Starting On January 1 '08 a different 30-90 second video will be posted each day (or night) for ninety days. Cool idea. Especially since it's impossible, at this point to determine where it's all going (makes sense to me...otherwise why come back besides the fact you can download each new clip in HD for that day only). The video has been shot by Vincent Moon who has made videos for The National's "Alligator" ("Lit Up", "Daughters of the Soho Riots") and Beirut among others. R.E.M. needs smart marketing and decision making at this point.

"Accelerate" is rumored to be a return to the classic 1994 "Monster" R.E.M. sound of "What's the Frequency, Kenneth?" and "Crush with Eyeliner". It's produced by Jacknife Lee (Snow Patrol's last two breakthrough records, Greenday, and some U2 co-production). He's a brilliant producer but can at times overproduce. At this point, R.E.M. needs a record like U2's "All That You Can't Leave Behind" that returns to their classic sound and builds on it with great songs to relaunch the band. The site is a smart step in the right direction.

What Should You Pay for Radiohead's "In Rainbows": $10 or $5?

If you want Radiohead's new direct download CD (see 10/1 entry below) you'll have to pick your price. What should it be?

Radiohead is letting fans determine the price they'll pay for their new album "In Rainbows." But...maybe devotees are paying too much. According to a poll by UK music magazine NME, the average fan says they'll pay $10 for the 10 song download. No surprise, this is the existing pricing model already developed by itunes.

Here's what making the average CD costs, according to the Almighty Institute of Music Retail (real name). At retail, the average price is usually $12-$16. To manufacture, distribute and sell in a bricks and mortar store costs about $6.40 per CD. Online distribution eliminates almost all these costs. That's why itunes is so tremendously profitable.

Radiohead has eliminated even more costs by dropping their label (EMI) so there's no need to share costs or profits. They may be able to distribute an album for as little as $3.40 (The Wall Street Journal 10/3/07). What's most important is that the band has eliminated distribution AND almost all marketing costs to date due to their viral strategy and tremendous "name your price" coverage on the internet and beyond.

Most everyone I've asked that likes Radiohead (but are not rabid fans) says they'll pay $5. Maybe not the $10 NME has found....but certainly a profitable venture. What will/would you pay...and why?

Marketing Justin Timberlake & Kanye West

Take a look and listen to this great song "Stronger" and then consider the following:



There are four main objectives of marketing co-operations:

1 Building and/or strengthening [think Kanye's negative imagery from the VMAs] brand/image by implementing joint communication measures.

2. Accessing new markets/customers by directly addressing the co-operative partner’s customers or by using its distribution points. [Kanye gains new Justin listeners]

3. Increasing customer loyalty by addressing own customers with value added offerings from the partner. [Justin increases his own fans loyalty]

4. Reducing marketing costs by bundling marketing measures. [Kanye & Justin]

In some cases, co-operations are set up to address one of these objectives. In most cases, it is a combination of these.

Definition via Wikipedia