Big Head Todd promotes tour with free album
Not to be outdone by Radiohead, Big Head Todd & The Monsters are doing something innovative with their music, too. Like giving it away for free, while involving radio stations as more than a tool for airplay:
The band is using its new studio recording, “All the Love You Need” — slated for release in early 2008 — as a direct-mail promotional tool by giving it away via special campaigns with radio stations.
The strategy involves customizing CD artwork with a participating station’s call letters along with the imprint of a corporate sponsor and distributing it via direct mail, using each station’s listener database. Thousands of copies will be provided to the stations. Sponsors help defray the cost of producing the customized CDs, and the stations pick up the mailing costs.
They are said to have mailed out 25,000 copies of the album for Christmas, to fans who sent them their mailing addresses. They are hoping that this move will engage new listeners as well as old, to come out for their shows.
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