“In the past few months, labels and artists have begun releasing multiple tracks in advance of an album’s street date to promote new releases, relying in no small degree on Apple’s iTunes Music Store’s Complete My Album feature to convert them into full-album sales — in some cases with striking effectiveness,” Reuters/Billboard reports.
“Take Lil Wayne’s smash hit ‘Tha Carter III.’ In a rare move, Universal Motown made six songs available for download in the months prior to the album’s release, a full one-third of the 18 tracks included on the final iTunes version of the album… Fifty-two percent of the album’s sales on iTunes came through Apple’s Complete My Album function,” Reuters/Billboard reports.
“The Complete My Album feature is simple: iTunes users who buy single tracks from any given album can opt to purchase the remaining tracks on the set for a prorated price. Apple introduced the option at the end of March 2007 and since has seen conversion rates of around 10 percent,” Reuters/Billboard reports. “But those rates could start climbing now that acts like Lil Wayne, Jason Mraz, the Cure and the Jonas Brothers are using the feature as a marketing tool.”
Full article, “Apple’s Complete My Album Emerges as Marketing Tool,” here.
[Thanks to MacDailyNews Reader “Citymark” for the heads up.]
Apple iTunes Store’s ‘Complete My Album’ emerged as a marketing tool the instant it was turned on, but thanks for playing anyway, Reuters/Billboard.
What did we write well over a year ago, when Apple announced the iTunes Store “Complete My Album” feature?
“This is an attempt to keep the outmoded album concept around for a little while longer. It is highly-targeted marketing; just try it and see. All of your iTunes Store-purchased songs that don’t have the rest of the album in your library (ie. the stuff you didn’t want or like the first time around) are gathered together for you and you’re presented with ads to buy the rest of the albums. Our guess as to why they (the music labels and/or Apple) put the 180-day limit on this is simply another marketing tactic: time-limited offers create additional motivation for you to buy now. This is advertising masquerading as a feature.” – MacDailyNews Take, “Apple debuts new iTunes Store ‘Complete My Album’ service (advertising masquerading as a feature),” March 29, 2007
Once again, you got the real story here first, 15 months, in this case, before the mainstream media caught on.