I'm a big fan of Nine Inch Nails. Not quite to the degree of buying
every Halo, but I have a number of his albums. So of course I've been
intrigued by his latest offering. Today, while looking at
Nine Inch Nails "Ghosts I-IV'
website, I noticed an interesting bit of information:
We have SOLD OUT of the 2500 Limited
Edition Packages.
My great-uncle is fond of a saying. "It is better to be
rich and healthy than to be poor and sick." Seeing this, I was
reminded of it. It's not quite as catchy, but it's better to be
customer-friendly and a huge success than reviled as corrupt and a
failure.
The music and movie industries have been telling us for the last few years
that digital restrictions are required in order to save their businesses
from destruction. Well, Mr. Reznor has proven them wrong quite
dramatically. Before I continue, let me address an obvious objection
up front - I realize he's a superstar. However, the spokespeople for
the RIAA that support their claims are also superstars: Lars Ulrich is
hardly a starving artist laboring in obscurity. I'm not saying
everyone can do what he did, only that the people who are already rich in
the music industry can continue to be rich without the bullshit that they
claim is critical.
The "Limited Edition", for those of you not up on the latest NIN happenings,
is a
three hundred dollar version of the album,
containing a bunch of extras and a signature from Mr. Reznor himself.
The full album, in lossless, non-restricted format, costs
five
dollars. There were 2500 copies of the limited
edition.
Let me emphasize for those of you who might not be quite as up on the
terminology that "lossless" formats (which NIN is selling for $5 here) are
the highest quality format that it is possible to distribute over the
internet. Other music producers, out of fear for eating their CD
revenues, have mostly refused to provide digital copies of their music of
this quality.
Also, to compare pricing: Apple typically charges 99¢ for a DRM-free song:
it's not lossless, but it's 256kbps, which is fairly high quality. (I
would not believe it if someone told me they could hear the difference, but
there is a marginal difference in the perception of value here.) There
are 36 songs on "Ghosts". $5 is roughly 14% of $35.64.
So now that I've established that NIN is selling higher quality goods, in a
customer-friendly way, for a fraction of the price of the competition, let's
do some math:
- march 6, today,
- minus the march 4th (the date that the "ghosts" website became fully
operational (according to wikipedia),
- is two days, times
- 2500 copies
- times 300 dollars
- equals SEVEN HUNDRED AND FIFTY THOUSAND DOLLARS IN TWO
DAYS.
Trent has now proven that if you are a superstar, you can make three
quarters of a million dollars in two days,
on a ridiculously expensive
premium edition alone. This is to say nothing of the people who
bought, and continue to buy, the $75 version, the $10 version, or the $5
version. This says nothing of the people who are buying it through
Amazon.
Coincidentally, it also proves that you don't need any RIAA thugs to help
you do this, or "market" your work, assuming people already know who you
are. You just need a web server, and a swimming pool big enough to put
a million dollars.