What is the value of brand loyalty? Many people came up knowing no other option but paying for music. New music hit the store shelves anywhere from $9.99 to $19.99 and that's just what it was. Now you have a generation of listeners that truthfully may have never purchased music before. With such a drastic environment of lowering record sales how do you target your audience?
Artists across the board are looking to new ways connect and specifically zone in of the most loyal of their followers. Jay-Z's Magna Carta Samsung deal was no different just done to the highest degree and a bigger scale. 1 million consumers faithful to the Jay-Z brand downloaded this app for not just a new album but all the app related content and product that will emerge in the future. Nipsey Hussle takes this same desired goal but shrinks the targeted market, increases the level of exclusivity and reduces the degree availability. Of the the tens of thousands fans Nipsey has just by counting social media followers only 1000 will get this product. $100 for a physical audio package in the age of straight to digital commerce may seem backwards but not so if you ask Hussle.
“I’m more or less focused on fully serving the ones that have connected all ready,” he continued. “That being said its a value over volume thing…if I’m going to offer a product made with no compromise or concession to the platforms (radio, A&R opinion, label bias) ect…ect..then the way we sale it has to change.”
In this case the artist is betting on the fact that the value created by his brand is worth the $100 price tag, not to everyone but to at least 1000. Those 1000 then become a elite demographic that will likely be lifetime supports of the brand. It's a novel approach and when you stop and think the "entertainment" marketplace as a whole it's not really so extreme. We're in the midst of a video game Grand Theft Auto 5 shattering records with more then a Billion dollars made thus far. Released sneakers that were the rage 15 yrs ago are still flying out of stores and iPhones have a cult-like following. Clearly if the people believe in it they will pay for it. So, should Nipsey Hussle succeed with this plan will others follow his lead.
Well he seems to be on the right track with his #Proud2Pay campaign leading into tomorrows release at his new Pop Up shop. Oh yeah, and the 1000 copies also contain access to a secret performance as well.