Madonna, re-invented, re-formatted?
Tuesday, June 3rd, 2008
If you’ve not left your TV, radio and internet-less cocoon for the last four weeks, then you wouldn’t have realized that Madonna has just released her 11th studio album, Hard Candy. With all-due respect to the comeback(?) queen of pop (I guess she’s never really been away long enough for a comeback), what really caught my attention was the promotion of the album.
Madonna has always re-invented herself to the new emerging markets, physically and musically. This album is no different, and working with the biggest producers of recent years, Timbaland and The Neptunes, as well as performing alongside Justin Timberlake on the launch single, ‘4 minutes’, ensures that sales are already through the roof thanks to a fresh generation of music buyers and millions of long-term fans.
But the way that this album was also marketed to the new generation of music buyers really struck me. With the release date being 28th April (in the UK), Warner Bros decided to market the album by releasing seven songs on the seven days prior to this, available to download via mobile phone. Myself growing up with CDs, I quite like the artwork of and album, and I like to read all the inlay notes while I listen to it for the first time (GEEK ALERT!). I’m sure people love vinyl LPs partly for the same reason. However you can’t ignore the streams of ‘yoofs’ around the shopping malls, all playing the latest pop tracks on their mobile phones – the market here is huge! Gone are the days of monotone rings, these are full mp3s, and all the major mobile companies offer various packages and download sites through which they aim to claim back some of the download music monopoly that Apple hold.
I look forward to hearing more about how the move was received by her worldwide audience, and I’m sure I’ll be bringing you more news on this very soon. I think that as much as recent years have been a rocky ride for the digital music industry, the years ahead will be filled with innovative ways to feed the revolution.
Lee.
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