When Josh Freese struggled to devise a marketing plan for his new self-released album, he had an epiphany: Instead of aiming high, why not aim ridiculously high?
So, the former Nine Inch Nails drummer created a tiered marketing program that allowed fans to not only buy his album, but earn certain “perks” for their money. For $7, fans could download the album from his website. And for $75,000, Freese would write an album about the buyer’s life, join and tour with the buyer’s band, take the buyer to a flying trapeze lesson with Nine Inch Nails guitarist Robin Finck, and give the buyer one of his drum kits.
Other packages ranging from $15 to $20,000 each came with their own equally amusing perks. Needless to say, it wasn’t long before Freese’s extreme promotional plan went viral, garnering national press and interview offers from radio stations. Mission accomplished.
It’s not the first time an artist has dreamed up such a plan. In fact, in a world of crumbling record labels and disappearing financial support, it has become the norm. Songwriter Jill Sobule launched a similar — though comparatively restrained — campaign to raise money to record her most recent album. And thanks to social networking sites like ThePoint.com, artists of all stripes are finding new and innovative ways to corral new investors. Not only are they finding capital, but these folks are getting their core constituents — the fans — fully engaged in the creative process.
To date, Freese has sold all 25 of his $250 premiums (lunch with Freese at PF Chang’s or the Cheesecake Factory); one $2,500 item (a drum lesson and visit to the Hollywood Wax Museum with a member of Devo or the Vandals); and two $5,000 packages (including a private tour of Disneyland). And for $20,000, 19-year-old Thomas Mrzyglocki won a week-long hang with the drummer, including miniature golf with members of Tool and Devo and a night on the Queen Mary.
It just goes to show that a little ingenuity (however outlandish), and a working knowledge of the Internet, can go a long way in getting a little recognition for your work.
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