GrindEFX

If you’re a regular GrindEFX.com reader, you will know how much we love to bang on about “new independent business models”, “connecting with fans” and “building a brand around your music” etc. Since starting up we’ve given you examples of musicians putting on their thinking caps and coming up with new ways to package their music to suit today’s music consumers, such as Mos Def selling his new album on a t-shirt, Amanda Palmer coming up with a concept with her fans and selling t-shirts on Twitter, Topspin’s innovative music packages, and then of course there’s Mike Masnick’s “CwF + RtB = $$$” concept.

And now onto our latest exhibit; Jack White.

Jack White’s label, Third Man Records, has launched a new online subscription service on their website. This subscription service is very similar to release packages we’ve seen from bands such as Nine Inch Nails, and gives fans exclusive access to their artists. As you can see from the image below, there are two subscription tiers, a $7 a month Premium Membership, and a $20 a month Platinum Membership.

For the $7 (£4.25) a month Premium Membership you get first dibs on concert tickets, exclusive video content and photos, access to chat rooms, exclusive messages from Third Man Records artists and pay per view live concerts.

For the $20 (£12.25) a month Platinum Membership you get all the above, plus exclusive “subscription only” releases every quarter, these include one 12″ LP, one 7″ record and one t-shirt.

In case you weren’t paying attention, you just witnessed Cwf + RtB = $$$ in full swing.

Jack White is connecting with his fans by granting them inside access to the artists on his label. He’s giving them a reason to buy by offering them exclusive and rare content that you can only access by subscribing to their service.

If you read their website, Jack White (or someone writing on his behalf) is even joking with his fans in the FAQ:

I paid my $7 and I’m not happy. Where do I get my refund?

No can do. You see what happened was we went to Vegas…

Jack gets it. Selling records is an ancient business model (okay ancient might be pushing, but I love winding up you purists). Those who are going to succeed in the future are having to develop new strategies to package and sell their music. You had better hop on the train quick or else you’ll get left behind.