Ultimately, this is a discussion about Trust and Value.

Does the band Value their active fan base- or are we just a group to be taken advantage of because we are such?

Does the band provide Value in exchange for that fan Trust?

And everybody is right- nobody forced me to buy the CD from the band's website. However, 'fans' who do so should be rewarded, not made to feel like they were taken advantage of.

Cheap Trick could probably count on me spending $35-50 a year consistently on their behalf... now I will spend ZERO because it's clear to me they do not value my passion. Rather, they aim to exploit it.

Every one of these legacy acts should be focused on one thing- maintaining and cultivating an active core audience- who will spend for the band. There's a nice living to be had for that. Include the fans, make them feel like they get value and extras for their willingness to open their wallets...

They're not going to have a hit again, they're not going to sell more than 30,000 copies of this CD... so why do anything BUT make it an inducement to energize their community of supporters?

$30 for the 8 Track version of this release? Brilliant... I can absolutely live with that...

Having to pay 3X the best Buy price for a CD with nothing extra... fool me once, shame on me- but you won't fool me twice.

Among the tech companies I've worked with is one that creates communities for acts and their fans. We've had tremendous success with creating value-based fan/customer/artist experience wrapped around tickets, merch, discounts. bonus material, access etc - it's about cultivating a relationship that feels cherished, not exploited.

Cheap Trick is a brand- a valuable brand- and one that needs to be managed successfully. Active fans are precious... they're the ones that will travel to Las Vegas to see the band perform their Beatles set, etc...


BTW- The comments made about retail being able to sell CDs for whatever price they choose is simply not true.

Ultimately, they can sell the product for whatever they choose- closeouts/fire sales, etc - but they CANNOT advertise a price below certain levels without an agreement with the product source.



Down South Jukin'