Sell Songs Not Albums

Recently in the past weeks, I had been approached by bands asking about where, how, and the what-to-do-next questions on CD replication and distribution.

My presumption is that these questions were asked not because these bands don’t believe that the CD industry is dying but perhaps because they lack faith in online distribution. Or at least, they don’t understand the commercial and economic advantages of it completely.

I don’t blame them. This is Cebu and we are in the Philippines.

From what I have observed, it appears to be a bit more difficult to just digest the concept overnight of considering online distribution more than pressing CDs if one’s perspective and intention to sell music is limited only to a national audience.

But let me try and display in words the new basic platform in today’s behavior in music buying.

It is a fact that today’s fans do not buy albums in the same way as they did in the past decades. This is because today’s technology allows bands and fans to share or sell singles first before ever bringing the entire album out.

This not-so-new trade becomes an easy deal between the artist and fans.

While it is important in any endeavor to set goals (and foresight is king), it is also important to acknowledge that things change all the time. Because of the internet and media players like iPods and mobile phones, the buying habits of people changed with it.

The constant here however, is adhering to the idea of bringing forth one song at a time. Yes – one song at a time just as how the singles in the 60s and 70s were done in vinyl records.

Unless if you have a huge fanbase, music buyers generally remember songs not albums. Sometimes, they don’t even care about the artist at all.

So why spend money on pressing CDs if you can launch the entire album online? This way, you are making multiple ends meet – (1) you have an album, (2) you don’t spend that much, (3) it removes the trouble of shipping costs and labor, (4) and most importantly, you are allowing your fans the option to buy on a per song basis – a huge plus.

Another advantage with singles is that if you’re an unsigned band, you can now freely move around for gigs without having to carry CDs with you. Just play and tell the audience your songs – I repeat SONGS, not album – can be found online.

Or how about bringing a laptop in your gigs and have someone take charge. Tell the people who may be interested in your songs that they can have a free MP3 transfer to their media players.

Another option is by giving out CDs with say 3 of your songs for free in your gigs. Put the URLs in the CD jacket so people could check out the rest of your music online. Of course this involves cost.

There could be more innovative ideas. Be bold. Be brave. Be creative. Be always open to options. If one idea fails, move on to the next. If it succeeds, embrace it. I think this should be the indie mantra.

The consumer’s general priority today is to know first the value of what they hope to buy.

Globalization is about retail. Singles are retail goods from the album. Sell them piece by piece. Heck you can give these singles for free if you want to. Your fans will love it and you'll get the biggest smile at the end of the day.

Some may think that perhaps giving out your songs for free may seem like you are stealing your own music. Perhaps your fans will do the same. But just because people can steal music doesn’t mean you cannot sell them anymore.