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Marketing Makes a Move to Social Networks: R.E.M. debuts new album on MySpace.com. Breaking with tradition isn't something new for multi-platinum sellers R.E.M., yet many were surprised by the recent announcement that their new album would be available free in its entirety for two weeks on leading social networking site MySpace.com.

This represents the first time any social networking portal has partnered with one of the four major labels for an album preview release.

The upcoming Warner Bros. album, "Around the Sun," is scheduled for physical release on October 4 internationally and on October 5 in the United States, but all 13 tracks are currently available to visitors to MySpace.com, and many additional features are available to the four million MySpace.com members.

Just like several thousand artists, R.E. M. has a multi-page virtual home on the MySpace.com site. There, it is possible to play the songs, read the lyrics, and pre-order a physical copy of the album. In addition, it is possible to access links to the band's tour dates, utilize an iTunes clips sampler, select from artist photos, and use a link to one of Warner Bros.' Ringtown sites powered by m-Qube, where mobile ring tones and wallpapers are available.
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The synergy of such a release is obvious to marketers. To a large extent, music fuels the attraction to MySpace for the young and active demographic sought after by Internet marketing firms. "R.E.M. is one of those legendary bands that create an event-like atmosphere on our site," MySpace CEO Chris DeWolfe said. "This is a unique chance to get millions of people talking, simultaneously, about the new album."

It is also an excellent opportunity to bring tens of thousands of new visitors to MySpace.com. While it is possible to hear the R.E.M. songs without becoming a registered member of MySpace.com, there are several inducements to join, including the ability to add the R.E.M. profile link to one's personal list of friends as well as sending the link to other users.

One of the attractions of social networking portals such as MySpace is the potential for information, sites and links to reach new viewers in an exponential manner as users spread the word to each other.

"We expect many more deals like this in the future," DeWolfe said. "It's a new way for indie and major labels to get their music out to the masses, and we believe it will work out well for the labels, MySpace and for music fans."

Details of the business arrangement for the unique album pre-release were not divulged by MySpace.com or Warner Bros. "Our site is supported by advertising," DeWolfe said. "But there will be times that a music company will pay for advertising, and there are times when we will do business development deals."

Beginning as an underground band in Athens, Georgia in 1980, R.E.M. has enjoyed two-and-a-half decades of success, amassing sales of more than 45 million records. "Around the Sun" is the fourteenth studio album for the band, now comprised of Peter Buck, Mike Mills, and Michael Stipe (Drummer Bill Berry retired from the band in 1997), and features the single "Leaving New York." The band begins their next tour on October 13 in Los Angeles with nearly thirty North American cities on the current schedule. The band is also set to participate in the upcoming Vote for Change tour, joining such participants as Bruce Springsteen and the E Street Band, Pearl Jam, Dave Matthews Band and James Taylor.

In addition to its marketing arrangements, MySpace.com has also formed a strategic partnership with the National Association of Record Industry Professionals (NARIP) and its sister organization, the Los Angeles Music Network (LAMN).

http://www.myspace.com
http://www.narip.com
http://www.lamn.com

Scott G writes and records as The G-Man (http://www.gmanmusic.com).

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Scott G
The G-Man
G-Man Music & Marketing Miracles
http://www.gmanmusic.com

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