Published November 10th 2015
A lot of artists are getting creative in the marketing of their latest releases. Record companies actually have new departments dedicated to seeking new business opportunities to grant exposure to their artists, and I’m sure you have heard about the latest Justin Bieber campaign? I heard about it, through my new blog gig.
Justin Bieber has teamed up with Lyft to pre-launch his album. The popular app offers you the chance to catch a lift with someone who’s going to the same destination or close to it. The evening before his album release, which is officially on November 13th, you can ride with Lyft on Bieber mode. You catch the ride you need and get rewarded with a free download link to Justin’s new “Purpose” album.
Additionally, Bieber will actually be using the same “Bieber mode” to get around the States, while doing promotion next week. This creates the once in a lifetime chance that you’ll be joined by Justin Bieber when you ride somewhere.
It’s a great campaign, no doubt about that, but the album retails at around $13. Lyft users have to book a ”Bieber ride” for at least $5, then they get the album for free and their next ride will be charged for only $5. So basically, the album is selling through Lyft for $5, a little less than a third of its original price.
In a time where there’s much discussion about the value of music, it’s a questionable signal to send out to an audience, who already feels music should be free. By this move, Bieber has just confirmed there’s much room for negotiation about price. Something he can afford, due to his huge number of sales, but to an upcoming artist is a no go area.
