Are CD and merchandise bundles worth it? Are they effective? I say with confidence… yes! The key to a bundle is value. Make sure you are giving your fans value for the money. A bundle can be as simple as your CD and a t-shirt. But, if you have the ability you can make the bundle very unique. Check out this one of three bundles that the band Angels & Airwaves are offering for their new release LOVE.
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- LOVE album part one.
- LOVE album part two.
- DVD of the movie LOVE.
- Graphic novel of the movie LOVE.
- Exclusive bundle LOVE t-shirt.
- LOVE movie poster.
- Tom DeLonge Epiphone Guitar customized and autographed by the band.
All of this for $1000. Only 25 were made available and they all sold out in less than 24 hours. Bam! $25,000 in sales! Looking at online comments on Facebook they could have probably sold twice as many.
Tom DeLonge is also a member of Blink 182 who recently did the very creative preorder for their new album Neighborhoods.
When creating a bundle don’t be afraid to think big and be creative.
This is EXACTLY what I will be speaking about at Belfast Music Week next Thursday! The idea that artists can create or add value to products by bundling, personalizing, making special editions, etc. And that this added-value translates to higher revenue & margins. It’s absolutely a key component of a D2F business. Thanks for sharing! I will incorporate this example into my presentation.
I love seeing bands doing stuff like this, and seeing it work. Best of luck in Belfast!
Lamb of God did something similar but they made either 100, or 1000 of them. They did not end up selling very well. I picked my mine up on clearance for $400. The guitar alone retailed for $599. So it was a awesome deal for me.