Missy Higgins’ new album is out on april 28th, though you could listen to it entirely on her space since last Friday. She’s put out the complete production before anyone is forced to spend one buck in buying the cd, and before “mainstream” got ripped music
You could argue she’s left money on the table; I could argue you are wrong: she’s got 21 shows scheduled between the 2nd and 21st of May, the best venues already sold out. It’s not easy money: I imagine it will be an intensive exercise. May be there is no other way to go to market.
Throughout the album’s ramp up she’s been posting to her blog, loading candid photos and offered a exclusive performance to people that reached her through a myspace-targeted competition. When her fans get to see her on stage, it will not be the first time they’ve heard from her; she’s been nurturing relationships online well before she starts playing and singing that day.
Ok, it may not have been her doing all the posting, it was someone from her team, you shattered my illusion, ya happy now??
As is with music/art, she will be as good as her last composition; there will be no blogging that case save an inferior product (PR professionals turned bloggers might disagree). Meantime, she’s investing online in her brand to build depth, familiarity, humanness; much of that is what you would like to achieve when you develop your own employer brand online.
She’s not the only artist doing it, but I was in quite a mellow mood last night when I was drafting the post.
Have a great week.