This makes me so happy. When was the last time that you saw a music company that benefits customers, musicians, and the company itself? You’d almost think someone in the business thought this through. It’s a brilliant use of the four steps, too. Here’s how.
- They’re clearly targeting music listeners on terrestrial radio, knowing most stations don’t id tracks effectively.
- They understand users want to hear songs they like again… and again.
- They make it very simple (though not perfect, unfortunately) to find an answer to the customer’s question.
- Then, and only then, do they offer the song for sale.
Simply brilliant.
[...] As I noted in July and even earlier, the music industry has shot itself in the foot repeatedly over how it prevents its customers from consuming its product. This may signal a sea change for all producers of intellectual property with limited distribution costs. Chris Anderson, who thinks about these changing models far more often and far better than I do, picked apart one label’s point of view earlier this week. Check out his book, “The Long Tail,” for more on this. It’s well worth the read. [...]