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Elsewhere in the book,Anderson explains how Prince could give away his new Planet Earth album (priced at $19) to 2,8 million readers of the sunday edition of Daily Mail (UK) and still make a profit of about 18 million dollars by selling tickets of his London concerts. These success stories might induce you to believe that the Free Economy only applies to stellar artists such as Radiohead and Prince,but the author has some juicy stories about not-so-famous musicians,at least in US and Europe. My favorite one is about Banda Calypso from San Paolo,Brasil,who mix traditional Brazilian melodies with techno rhythms,a musical style known as technobrega. The band records their CDs in a professional studio,but then gives away their masters to DJs,which in turn organize parties and give them to peddlers that sell these CDs for very little money,as if they were pirated copies (but they aren’t!). Banda Calypso has sold over 10 millions CDs and yet made no money out of them. They don’t mind at all,because they are more interested in giving concerts. The word-of-mouth marketing generated by these lowly-priced CDs has an unbelievable impact on ticket sales. The anedocte that illustrates how effective this alternative marketing can be is told by Hermanno Vianna,a journalist at Globo TV. He invited the band for an interview and offered then to send an airplane to bring them to a desolated area of the country,but they reply:“No problem,we have our own plane!” Bottom line:if you want to understand more about how the music industry works behind-the-scenes,Free –The Future of a Radical Price is a must-read. Hopefully you can get some good insights on how to promote your next CD or tour.
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In áiteanna eile sa leabhar, a mhíníonn Anderson conas a d'fhéadfadh Prionsa a nua a thabhairt ar shiúl Planet Earth albam (praghas ag $ 19) go dtí 2,8 milliún léitheoirí an t-eagrán Dé Domhnaigh an Daily Mail (Ríocht Aontaithe) agus fós brabús a dhéanamh de thart ar 18 milliún dollar ag díol ticéid a ceolchoirmeacha Londain. D'fhéadfadh na scéalta rath a aslú tú chun a chreidiúint go bhfuil feidhm ag an Geilleagar Saor ach amháin d'ealaíontóirí stellar, mar shampla Radiohead agus Prionsa, ach tá an t-údar roinnt scéalta juicy faoi cheoltóirí ní-sin-cáiliúil, ar a laghad, sna Stáit Aontaithe agus san Eoraip. Is é mo cheann is fearr leat faoi Banda Calypso ó San Paolo, Brasil, a mheascadh séiseanna traidisiúnta na Brasaíle le rithimí Teicneo, stíl cheoil ar a dtugtar technobrega. Taifeadann an banna a n-dlúthdhioscaí i stiúideo gairmiúil, ach ansin tugann sé ar shiúl a gcuid máistrí do DJs, a páirtithe i ndiaidh a eagrú agus iad a thabhairt do peddlers a dhíol na dlúthdhioscaí ar airgead an-beag, amhail is dá mba cóipeanna pirated (ach nach bhfuil siad !). Banda Calypso Tá díoladh os cionn 10 milliún dlúthdhioscaí agus fós ní dhearnadh aon airgead as dóibh. Níl siad aigne ar chor ar bith, mar go bhfuil siad níos mó suim i tabhairt ceolchoirmeacha. Tá tionchar dochreidte ar dhíolacháin ticéad an margaíochta focal-de-béal a ghintear ag na dlúthdhioscaí lowly-phraghas. An anedocte a léiríonn cé chomh héifeachtach is féidir é seo margaíochta malartacha atá inis Hermanno Vianna, iriseoir ag Globo teilifíse. Thug sé cuireadh an banna le haghaidh agallaimh agus thairg ansin a sheoladh ar eitleán chun iad a thabhairt go dtí ceantar desolated den tír, ach freagra a thabhairt siad: "Fadhb ar bith, ní mór dúinn ár eitleán féin!" Bottom line: más mian leat a thuiscint níos mó faoi conas a oibríonn an tionscal ceoil taobh thiar-na pictiúir, tá saor in aisce -An Todhchaí de Praghas Radacach ní mór-léamh. Táimid dóchasach gur féidir leat a fháil ar roinnt léargas maith ar an gcaoi a chur chun cinn do CD seo chugainn nó turas.