From Brian Morrissey, Adweek: Next March, fans of punk band Pennywise can go to stores to buy the group's ninth album. Or they can go to the MySpace profile of Textango, a mobile music distributor, and add it as a friend, which will allow them to download the entire album for free.
"This happens in a time when the record industry has such a black eye," said Josh Brooks, vp of marketing at MySpace, owned by News Corp. "It's a nice opportunity and a way to get your music out there."
Pennywise typically sells between 60,000 and 100,000 albums, Brooks said, and MySpace expects at least that many will take up the free offer and add Textango as a friend.
Yet the expected onslaught of friends was not a primary attraction of the partnership, Textango CEO Shawn Dornan said, but rather the opportunity to associate with MySpace and a new kind of music delivery.
The incentive of free music and ads run across MySpace, particularly its music section, will quickly build Textango's friend count from its current 30, Brooks said. But in the end, incentives only start a dialogue, and brands will need to maintain it with their own proposition.
"Once you get to the page and make the commitment to friend, the brand has to be appealing enough to maintain it," he said.
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