The popular metal band Mudvayne yesterday announced a cool new way to drive physical music sales through their "The Album Is the Ticket" promotion with Best Buy (NYSE: BB), including a great pair of Meez Nation Mudvayne rooms, of course. All bands/labels are struggling with how to keep selling CDs while they transition to the digital world, and we're seeing some new approaches, whether it's Radiohead and their "name your own price" download, or Prince's effort to bundle CDs with each concert ticket sold.
In the Mudvayne effort, a The New Game CD buyer gets the exclusive right for to pre-order tickets to the always popular upcoming tour, as well as one year access to the Mudvayne fan clubs with exclusive access to additional video and audio. GIven the popularity of the band, that should drive up pre-sales for the record, which drops on November 18 - those pre-sale efforts should increase the chances it debuts higher on the still important Billboard charts. With the Best Buy-exclusive option until the album launches, it helps Best Buy drive Mudvayne users to its web site to pre-order the CD, which helps Best Buy differentiate itself from other music retailers, like what it has done with a few previous music and DVD releases.
I'm sure there will be controversy about the approach, but it's good to see bands trying new ideas to break through the clutter of free music and pirated downloads, and Mudvayne is breaking new ground here, including support from their label, Sony's Epic Records. Plus we always see Meez as a great partner for these bands looking to increase engagement and commerce with their fans, as we have done with 50 Cent, Shontelle, Cupid, Simple Plan, MIMS, and others (click on Mudvayne Meez below to see animation).