How To Make More Money and Sell More Music Using Download Cards

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An alternative to CDs

• Not ready for CDs yet? Start with download cards.
• Preview release before album is finished to build excitement and buzz. Offer discount for the full album to anyone who bought the preview card. Can also sell to generate cash to finish the album.
• Singles or EPs – you don’t have to include a whole album in the download. Offer other extras like photos and videos to enhance the package.
• Offer your fans a choice – CD, Card, or Both! Make more money by offering your music in multiple formats.
• Limited releases or market testing

In addition to CDs

• Include a download card of an old CD with your new CD
• Record video of a gig and sell on a card to download – package with your CD.
• Sell a combo package of your studio CD and a download card for the live performance they just heard for later download.

Better than CDs

• INCREASE TRAFFIC TO YOUR WEBSITE
• Build your email list. Sell a fan a CD and you may never hear from them again or know who they were. Sell them a download card and …
• The redemption process can collect valuable consumer information (for example: email addresses).
• Invite them to buy more of your music and merchandise while they’re redeeming their card.
• Educate before users receive their download.
• Include way more tracks and extras than you can on a physical CD.
• Touring – easier with customs. Lighter
• Significantly less expensive than CDs and available in small quantities.
• Make quick sales and promos to everyday contacts – even to people you run into in the grocery store. Carry them with you always.
• Always current and up to date – can change the version people have access to (great if you’re still tweaking the mix – just upload your most recent version).
• Create virtual “theme albums” and EPs by choosing different tracks for different moods or subjects such as slow, love songs, workout tracks, traveling music, seasonal/holiday samplers, etc.
• IMMEDIATE: Release an album the moment it’s finished in the studio.

Double Duty

• A business card with a bonus – and one they’ll keep!
• INTERACTIVE TICKETS and event passes

At Gigs and Festivals

• Sell at your merch table
• An easy to carry
• Record your gig and then sell the card to fans that night for them to download in a couple weeks. This is better than trying to burn CDs right there at the gig, and gives you time to edit and present a recording you’ll be proud of. Also allows you to include photos, even video, of the gig in the download package if you have it.
• Bundled with other merchandise
• Include in the price of the ticket – give to everyone at the gig.
• Door prizes at gigs and parties
• Two for one sales (or discount the 2nd card) so they can pass one card on to a potential new fan.
• Give away cards to the first 50/100/etc. fans through the doors at a concert or sporting event.
• Venue Incentives: Free drink when the card is presented at the bar at your gig (be sure something is done to the card to indicate it has been used like a hole punched or a stamp). Ask club owners “Can fans who show this card get $1 off the door charge? their first drink? their friend in free?” You can put an expiration date on them.

Content Ideas

• Each album package can be packed full of special items that cannot be found on compact discs such as:
• Ringtones
• Recorded interviews
• “Special Mixes” with tracks from all your CDs if you have several, or your CD with bonus tracks.
• Eletronic Press kit files.
• Album artwork and credits in a PDF file
• Videos
• Coupons
• Info about upcoming events and gigs
• Wallpapers and other freebies
• Create virtual “theme albums” and EPs by choosing different tracks for different moods or subjects such as slow, love songs, workout tracks, traveling music, etc.

Promotion and Marketing

• GREAT FOR CONFERENCES where people are overwhelmed with free CDs and often don’t want to lug them home on the plane. DOUBLES AS A BUSINESS CARD. Tip: Put a quick description of your music on your card.
• Fan club incentive for joining.
• Fan Club Membership card – have regular fans present it to be punched and they get something special after x number of attendances.

Cross promotions

• with stores, restaurants, even movie theaters – free download card with every purchase. Share the cost with the store. They may even pay for the whole thing if you provide your music. Win win.
• Print a coupon for a restaurant or store on one side. Customer presents it to get x off. Store can punch it or mark it in some way to show it’s been used. Or, use it as a buying club card where they always get 10% off when they shop at certain store(s).
• Grand opening gift give aways
• Radio station give aways.
• Team up with several other local bands and offer a free sampler at the local music store or bookstore.
• DJ Mix Tapes (see below for the legal way to do this) Just be sure to sign agreements with the artists featured that basically says the artist is allowing their song to be on your mix tape, and that it will be registered under your name. You can even choose to split the profit with the artist and that artist can still release the same single on his own album as a cross promotion.

Other Uses and Ideas

• Remind your fans that they make great gifts and to buy several, especially around Christmas, Valentine’s Day and Easter. Sony-BMG reports an exponential spike around Valentine’s Day and Easter, suggesting that the cards are a hit as a gift item.
• Start a collectible set like baseball cards or a montage that will only reveal itself when they get the whole set.
• Fundraiser for a charity – team up with a local school or group, along with several other local groups, and have them sell the cards as a fundraiser. See below in case studies for some examples.
• Wedding favors
• Church recording of each Sunday sermon.
• Church visitor welcome packet insert
• Seminars to offer a recording of the session to participants, along with additional literature and materials.
• Include with Vinyl release so that people have a digital version for their IPod.

Case Studies

How other bands and companies are using download cards:

Musicians and Bands

• Fiction Plane, openers for The Police 2007 Reunion Tour, used a download card to give away free downloads for their radio single, “Two Sisters.”.
• Collective Soul used a baseball card-meets-download card to promote their new single “Hollywood” on the band’s summer-long minor league baseball stadium tour with Counting Crows and Live.
• My American Heart gave out a 3-song “pre-release” download card on tour two months before their new album’s release, giving fans an authorized “leak” of the album, generating a buzz.
• Unsigned artist Sonia Leigh, strapped for cash after fronting the studio costs for recording her new album, “Run or Surrender,” released it on download cards.
• Up-and-coming folk artist Brett Dennen’s self-titled debut album is out of print. So rather than paying to re-press the CD for his opening slot on John Mayer’s summer tour, Dennen reissued the album in download card version.
• EMI/Credential Recordings group Edison Glass sold their digital-only Let Go EP at shows using a download card, in advance of their forthcoming album, Time is Fiction, familiarizing their fanbase with the new tracks and generating interest in the new album.
• Jeremy Ezell first distributed cards in August 2007 when his band, Wilson Empire, was the opening act for Switchfoot. The performance space at Wild Adventures theme park in Valdosta, Georgia, was jammed with 5,000 fans, most of whom had never heard of Wilson Empire, a Christian-rock band that had developed a following in its home town of Atlanta but was unknown pretty much everywhere else. At the end of the day’s performance, the band sold more than 700 cards with ten songs each at a dollar per card. But it’s more than the few hundred dollars his band made from the card sales that Ezell values, it’s networking with the fans. “We can pull the email addresses of fans who bought our songs and email them to say thank you and keep up with them,” he says. “We’ve made friends through this feature that we couldn’t have met without it.”

With Vinyl

• The Parson Red Heads “Orangufang” 7” Vinyl release includes a digital download card with exclusive EP. Only 200 copies were made.
• “We are happy to announce that Citrus is finally available on vinyl. The package also includes a download card for the entire album plus bonus remixes. So you get some extra goodies and you can play the music just about anywhere.”

Record Labels

Include a download card with tracks from other artists on your label with all CDs. You can change the tracks and content in your download package any time you want online to always offer the most current artists and releases, even if you already printed up the cards.

Compilations

• With an $8 download card (proceeds benefit charity), you’ll get 55 Phoenix-area artists covering songs by other Arizona artists. Along with the recorded output, organizers are planning six shows at the best small venues in town. The man behind the project is Nick Kizer, drummer/guitarist for the Tempe indie band Babaluca. With his band sadly on indefinite hiatus.”Yeah, we should do a compilation.” Kizer asked some bands to contribute. He’s lined up everyone from local indie talents. From there, it was smooth sailing. The bands covered their own recording costs, Big U Music is doing the mastering for free, and local club owners ponied up the cash to print download cards. Proceeds benefit two non-profits, Ear Candy and the Phoenix Conservatory of Music, charities which provide musical instruments and education to children. Six record release parties — running over three weekends at the Yucca Tap Room, Modified Arts, the Hard Rock Cafe, and the Rhythm Room — will give people a chance to grab a download card and see some of the acts who contributed.
• Metro Times has teamed up with LimeWire to churn out a new music compilation that features some of the best indie artists in Detroit.  Ear to the Ground: Detroit is curated by the staff over at Metro Times and is available as a free digital download.  Even though the bands were picked by the MT staff, the artists themselves were given the choice which of their songs they wished to contribute. Featuring 16 tracks, the compilation aims to give the Detroit music scene more exposure on the national level.

Festivals and Events

What’s a music festival or conference without a compilation?

• SXSW: Promo Insert includes a compilation CD, download card, sticker, etc. polybagged in a selected issue of SXSWorld magazine and mailed out to 17,000 SXSW registrants.
• Monterey Jazz Festival – Free Download Card featuring tunes from MJF/52 artists for all attendees.

• Austria’s springfestival will release an official digital-only soundtrack. The compilation contains 13 tracks from artists performing during the four day festival, including unreleased productions.The springnine compilation will be free for all springnine festival pass holders. All other attendees have the opportunity to purchase a download card for Euro 5,00 at any of the official merchandise shops within the festival and at selected retailers in Graz. The compilation can also be purchased directly online for a regular price of Euro 9,99.
• Creation Festival organizers wanted to bring something special to the attendees and will be providing each ticket holder with a free digital download card featuring 20 songs from Creation artists. Not to be outdone, Tooth & Nail Records will provide an additional 20 downloads with each ticket at the time of purchase. I can honestly say that I have never been blessed by $40 in free music with my ticket purchase before. I hope that other festivals follow suit quick-like!
• “Enter your code below to download exclusive tracks from participants of the Dewey Beach Music Conference.”
• NJ Warped Tour in Englishtown, NJ, handed out 2000 digital download cards to festival attendees. The card provides access to an exclusive web content, where one track can be downloaded from each participating band.
• As part of the four day Seaside Music Festival, all VIPs, panelists, staff members, and performers received a digital download card. The card provides access to an exclusive web content, where one track can be downloaded from each participating band. In addition to the cards being distributed to registered attendees, performers, and industry professionals, they were also included in each of the Seaside Music Festival registrant bags!
• Folk Alliance Download Card. In celebration of their 20th Anniversary, the Folk Alliance organization will produce a 50 track MP3 download card for free distribution at major festivals, concerts, music stores, record stores, conferences and events from September 2008 – March 2009. Folk Alliance will produce 25,000 hanger style pieces measuring 5.5” x 4.25” with a detachable download card. The theme will be “Folk Alliance Artists To Watch” and feature MP3’s from a wide selection of Folk Alliance artists and Folk Alliance label artists. Each track will include the Artist, Name of Track, and Artist website. The download website will also include links for purchasing more music from each artist, artist photo, bio information and a direct link to the artists chosen website. Sponsorships and special spotlight features for multiple artists are available in limited quantities for record labels, management companies, regions, and organizations. Costs: Single track $1000, 2 -5 tracks $850 per track (no repeat artists), 6 – 10 tracks $750 per track (no repeat artists). 10% discount to current Folk Alliance members. Sponsorships: $1000 (includes logo on packaging).

• Purple Door Festival organizers pieced together a compilation sampler on download cards and distributed them at other festivals and shows to promote their own event during the summer.

Cross promotions with companies

• Crescent Music Services, a CD/DVD design and manufacturing company,  compiled tracks from their clients and created a Music Download Business Card to replace their traditional paper business card. Now, when owner Diana Thornton gives someone her business card, she is also promoting her client’s music, showcasing how her download cards work, and makes a lasting impression.
• BambooSK8 is an eco-friendly skateboarding company that is revolutionizing the skateboarding industry by selling skateboards made of bamboo instead of the traditional maple. They are teaming up with New World Artist Management to create a digital compilation included with every skateboard they sell. The compilation will be in the form of a digital download card. 10,000-12,000 digital download cards will be distributed per quarter.
• HM Magazine Subscriptions – get a FREE “Digital Sampler.” Go to HMmag.com to subscribe online. Right now all subscriptions will receive a FREE DOWNLOAD CARD, with 17 songs (from great bands, like: Project 86, BTA, Kekal, The Devil Wears Prada, The Showdown, and a bunch more).
• “We gave out our download cards with a free download and a $5.00 discount at a trade show in East Lansing, Michigan. We had a great number of the cards processed at our online store where we sell all of our merchandise. Sales went through the roof and now we can actually track where the business came from.” – JB White

• Ralston Purina offered consumers two music tunes of their choice with each 2-pound purchase of the dog food. The music download promotion was printed on an FDA-approved plastic card and inserted into nearly 200,000 boxes of Purina Dog Chow. To download their free songs, recipients were routed to a customized landing page that further promoted the Ralston Purina brand. The promotion was a big hit among dog lovers and music to Ralston Purina’s bottom line, resulting in an immediate re-order.
• Vitamin Water utilized a free digital download offering an exclusive video and remixed song from Kelly Clarkson’s new album. A focus was placed on creating an interactive site to promote both the product and the artist.
• Soothing Music Serves as Awareness Tool for Online MS Treatment Resource. Pharmaceutical companies Biogen Idec and Elan were looking for an innovative way to make MS patients aware of MS ActiveSource – a new online resource focused on treatment options for Multiple Sclerosis. The companies found the solution they were looking for with a music download program tailored around relaxing spa music that has been incorporated into MS therapy. “They knew that listen to soothing music helps MS patients to relax and viewed a music giveaway as a perfect way to make people aware of different treatment options to help MS.” They developed a collection of soothing songs and then music cards good for 5 free downloads were mailed out to 50,000 patients. To redeem their songs, recipients were routed to the MS ActiveSource music page, where they learned more about the online resource program being sponsored by Biogen Idec and Elan.
• To raise awareness of their latest athletic shoes and NBZip technology, in conjunction with major league lacrosse games, New Balance handed out Ring Tone cards at local retailers. Recipients were required to fill out a survey before redeeming their ring tone in order to receive more information on the new sneakers.

Educational Institutions

• University Musical Society brings performers from all over the globe for students and the general public to enjoy in Ann Arbor. To promote the 2007-2008 season UMS wanted to raise awareness of the artists and songs involved. UMS selected 22 artists and songs from the UMS 2007-2008 Season and built a custom playlist. Before redeeming their music, students were required to fill out a survey so UMS could evaluate their interest in receiving further information about future UMS performances, concert updates, information on student ticket discounts, links to music and video clips. Students were allowed to preview songs before choosing 1 song from the 22 song playlist.
• Accenture wanted an effective handout for college graduates. With free music as a perfect incentive for this target audience, they distributed music download cards that helped drive their target audience online. Before going on to redeem their FREE music, the graduates were required to enter their information.
• College Recruiters Make Lasting Impression with Music Download Cards. With recruitment competition at an all-time high, the College on Long Island, NY was looking for a way to connect with high school students and leave a positive lasting impression about its campus and undergraduate offerings. Recruiters at the college also wanted to be able to capture student information for ongoing interactive marketing. The college kicked off its first music download promotion in the 2006-2007 school year, starting with a test of 500 3-song download cards. The landing page featured a short registration page that collected the student’s name, high school, year of graduation and email address. It also allowed the students to opt-in to receive information about the different majors offered at the school. The music cards were sent to prospective students in a direct mail piece. The promotion was a huge hit. Based on the program’s enormous success, the College of Long Island, NY greatly expanded its music download card promotion for the 2007-2008 school year – mailing nearly 35,000 music download cards to date.
• MEIJER GOES DIGITAL WITH NEW COLLEGE MUSIC COMPILATION. Retailer to Offer 15-Song “Dig Music Vol. 2” Via Download Cards. Collection Features College Radio Staples And Newcomers. GRAND RAPIDS, MI (September 9, 2009) — Meijer, the Midwest supercenter chain, is welcoming Midwest college students back to campus with an entertaining offer that will appeal to both their musical tastes and their limited budgets. By the end of this month, Meijer will have handed out more than 40,000 download cards at 21 college events for students to access the latest offering from its Meijer Music label, “Dig Music Vol. 2.”  The 15-song compilation features college radio staples and such newcomers as The Thermals, Street Dogs, Winter Gloves, and Lucy and The Popsonics. Each download card gives the student a secret code to redeem the album for free at www.mnotemusic.com.  Meijer is announcing “Dig Music Vol. 2” at stores in college towns over the next several weeks.  Additional download cards will be handed out at on-campus events through local commercial and college radio stations. “We chose to launch this album digitally for the simple reason that this is how most young adults prefer to collect  music,” said Gerry Wilding, media buyer at Meijer.  “While last year’s launch of Dig Music Vol. 1 was well received, we saw a greater opportunity to market this latest compilation in a digital fashion directly to this sophisticated group of customers.” “Dig Music Vol. 1” was released last August by Meijer Music, and featured such artists and bands as Tokyo Police Club, Modey Lemon, and Someone Still Loves You Boris Yeltsin.  The CD was sold exclusively at Meijer stores. Once students download the new album at www.mnotemusic.com, they will then be prompted to join the Meijer Mobile Alerts program for text messages on money saving offers on new DVD rentals, digital photo offers and more.  The site also leads students to additional branded Meijer social networking sites, including the Dig Music MySpace page that promotes both Dig Music volumes, as well as the artists on both releases.

Non-Profits / Charities / Good Causes / Fundraisers

• United Blood Services and the University of New Mexico Air Force ROTC hosted a blood drive. Everyone who donated received a free music download card and cholesterol test.
• RED CROSS PROMOTION BUILDS DONOR DATABASE. Red Cross needed an incentive to motivate people to register in the organization’s online blood bank database. The end result? Red Cross increased its database by 105,000 people.
• Blood Bank of San Bernardino – To raise awareness of organization and increase blood donation. Give away a free ring tone card as a ‘thank you’ gift for every person donating blood. Increased blood donations significantly and by providing a custom ring tone donors are reminded of their generosity every time their cell phone rings!

• YMCA Music Card Survey. The YMCA Career Development & Learning Centre delivers employment and educational programs for youth and adults in Hamilton, Burlington & Brantford. By completing this survey, you will help us improve our services for the community. Then you can download three mp3’s as our thanks for participating.
• Meaghan has partnered with Build-A-Bear’s love.hugs.peace movement. For the movement, she recorded a special version of “Let’s Talk About Love.” The song will be available starting April 17th HERE, or go to any participating Build-A-Bear Workshop store and receive a free download card of “Let’s Talk About Love” as a thank you for their $1 donation to Save the Children. From April 17 through April 30, for each Meaghan Martin song download, Build-A-Bear Workshop will match its Guests donations up to an additional $10,000 USD to Save the Children.
  FestivaLouisiana! The media moved on, yet the Gulf Coast and its residents still need support rebuilding. We are proud to offer this selection of their work as a fundraiser for the New Orleans Musicians Hurricane Relief Fund, a project of Preservation Hall in New Orleans. At least $4 of every sale goes to the Fund.
• Chicago and Earth, Wind, and Fire will be using their summer tour to help feed the hungry. The bands are teaming up with World Hunger Year to launch the “Three Songs For Three Cans or Three Dollars” benefit next month in conjunction with the road trip. At each tour stop, concertgoers who give either three cans of food or make a monetary donation will receive a download card allowing them to access three songs recorded especially for the promotion. The tracks include Chicago’s cover of EWF’s “I Can’t Let You Go,” Earth, Wind, and Fire’s rendition of Chicago’s “Wishing You Were Here,” and the new song “You” that features both groups. Earth, Wind, and Fire’s Philip Bailey came up with the charitable idea, and calls it “a dream come true.” He notes, quote, “We are honored to align with the WHY organization and help the local communities with their important work.” Donations will go to charities serving the cities in which they were collected. Fans who aren’t going to a concert but also want to participate can make donations online at www.EWFandChicago.com, and gain access to the downloads. Chicago and Earth, Wind, and Fire will be activating the special website soon. Their tour is scheduled to begin in Orange Beach, Alabama on June 5th.
• Thirsty Ear Records (thirstyear.com) and FutureofMusic.org has recently released Rock the Net: Musicians for Network Neutrality (www.thirstyear.com). It is a compilation available on CD and a Music Download Card featuring tracks by musicians who support a free and open internet (www.futureofmusic.org). Contributing songs on the compilation include: Wilco, Bright Eyes, They Might Be Giants, Portastatic, Aimee Mann, Guster, Matthew Shipp, Palomar, The Wrens, DJ Spooky, BC Camplight, David Bazan, David Miller, Free Form Funky Freqs and The Calssic Brown. They have all donated a track to the compilation.