Saturday, April 14, 2007

Ozzy Goes Willy Wonka in Order to Boost CD Sales

As many of you most likely know, Ozzfest is going to be free this year. Sponsors are supposed to pick up the cost, but it is unclear if the level of talent will be as high as in years past. Nevertheless, it has kicked up some dust as another innovation by one of the more innovative people in the music entertainment business, Sharon Osbourne. In order to get some of that business kicked into high gear, Sharon and the Ozz have decided to go the route of "adding value" to their CDs. Somewhere down the line that decided to go the route of Willy Wonka and hide theire version of the "gold ticket" in their discs.
Though this summer's Ozzfest tour will cost fans nothing to attend, those who want to purchase Ozzy Osbourne's first new studio album in six years, "Black Rain," will now have a better shot at getting in the door, Billboard.biz has learned. The initial pressings of "Black Rain" will contain a code that will give fans a first crack at scoring a ticket to Ozzfest.

As previously reported, "Black Rain" will arrive May 22 via Epic. Specially marked copies of the new set will be available at participating retailers. Fans will be able to use a code found within the album's packaging to redeem two Ozzfest tickets via www.livenation.com/ozzfest starting June 8 -- four days before they're made available to the general public. Further details are available at www.ozzy.com.
Now that's added value! It's also a perfect way to increase demand and stave off some illegal trading when it counts the most: the initial weeks of release. We'll see if it works.

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1 comment:

jajasoon said...

Interesting strategy, but one question - you suggest that the initial weeks of a record release matter the most, but why? I understand why for film (the studio's % of box office diminishes over the course of a release, and early successes lead to sustained screen coverage) and TV (early ratings success encourages promotion & leads to extended pick-ups). But why does the timing of success matter for records? Is it just prestige & being able to call something a hit, or are there true economic incentives for a strong start vs. slow gain in sales?