Music and Fashion Pt 2

Posted on | April 12, 2010 | 1 Comment

I literally JUST received an email from Original Penguin with this digital flyer attached:

Penguin is teaming up with online indie music store InSound to present a summer campaign offering weekly free music downloads.  Click here to sign up.

They’re smart.  Penguin wants email addresses and so does InSound (note:  you can opt out of receiving the newsletter when you sign up).  Bands want exposure, so they’ll give their music for free to download.  Seems like a no brainer?

However, my only beef is that Penguin got lazy.  To truly make your place in the hearts of audiophiles and tastemakers who will talk all over town about your campaign, a brand should create completely unique content when partnering with bands.  New original songs (or covers in the case of Dr. Martens).  New live videos.  New music videos.  New interviews…  It makes your campaign newsworthy and interesting.  I already have Surfer Blood and Beach House’s most recent albums, so why would I opt into the digital downloads and potentially Penguin’s newsletter?  I don’t know what the rest of the songs will be, but this isn’t a strong start.

Comments