Warner France says: “Schwag for sale!”
Earlier this year Sony BMG launched a new physical format called the “ringle”. The ringle, in case you missed the mega-hoopla this mega-brain fart created (smell the mega-sarcasm?), consists of three songs: one popular track, a remix, an older track from the same artist and a ringtone.
In my not so humble opinion, the ringle definitely represents one of the most misdirected music industry initiatives of 2007. If only the music industry folks had their own version of the Darwin awards…
Now it looks like Warner France is trying its own hand with the release of the “Artist Box” - a new physical format which bundles a CD with memorabilia such as caps, bracelets and photos.
I’d just like to take a moment to point out that this “memorabilia” (read: schwag) used to be FREE. These promotional items were special and had currency because they were LIMITED and you could only get them if you were in the know… ie: listened to the right radio station, went to the right event, entered an online contest etc etc.
If you’re thinking this all smells a bit 360, you couldn’t be closer to the truth. I too was wanting to compare the Artist Box to the 360 deal but guess what? The dots are already connected - this initiative is actually entrenched in the 360 quagmire already.
“We remain convinced that a large share of the audience also likes to own objects belonging to their artist’s universe,” says Emmanuel Mougin-Pivert, GM of Warner Music France 360-degree division, in a statement.
Yes, they do, but once that t-shirt or trucker hat or autographed photo becomes regular merchandise, it loses all promotional value, provides no ego-hit to the music lover, has zero value for trading among friends… etc. It’s not cool anymore.
This is yet another example of how the majors continue to maniacally suck dry any last remaining magic from music. An Artist Box will run you about $50.
Source: Billboard.com











