What to buy…? From games to apps and more, Jason Richards in The Atlantic writes that bonus content influences buying decisions. The key, he writes, is often exclusivity more than the content itself. Extravagance is also important as purchasers seeking these extras are not just hard-core fans, they are collectors as well.
In my opinion, giving fans special, limited edition content that can be experienced in both the tactile and virtual worlds will prove to be the most successful mix for marketing specialty music products. Look for our Download for Good deluxe box set with lots of cool bonuses to hit shelves in the coming months. We’ll have extras like the Alive Drive — a customized interface for USB and flash memory devices that creates an exclusive space or “channel” for direct-to-fan interaction, including songs, concerts, videos and more.