Music superstar Prince, or maybe you still know him as AFKAP (the artist formerly known as Prince), is onto something here. He has decided he will shun the internet as a distribution platform for his music.
While many other singers and creative individuals are finally accepting the inevitability of new media as the new standard, Prince has chosen to use a moribound format, the humble compact disc or CD, on which to distribute his latest album.
That album, 20Ten, which features en exclectic mix of 10 tracks, will be officially released today, Saturday, June 10, 2010 in Britain’s Daily Mirror newspaper for free. There’ll be no downloads anywhere in the world because of Prince’s ongoing battles against internet abuses.
As one of the early adopters of the internet and unlike most other rock stars, he has banned YouTube and iTunes from using any of his music and has even closed down his own official website. He is also bold (or is it foolardy?) enough to declare the internet’s immediate demise. “The internet’s completely over,” he has told the media. “I don’t see why I should give my new music to iTunes or anyone else. They won’t pay me an advance for it and then they get angry when they can’t get it.”
But, some will ask, what’s the point spending all that creative energy and giving away your music for free? Maybe the answer really lies in the marketing concept. Because by giving away his album free to readers of the Mirror, which sells 1,247,073 copies per day[ref]ABC figures[/ref], Prince is hoping to reach a much wider audience than if he’d given it to the likes of iTunes, et al.
Obviously, this also bodes well for any follow up tours Prince will have since he would probably have a hready made audience waiting for him when he’s ready to tour Britain. Clever move!
But maybe, just maybe, Prince is just disillusioned with the whole technological thing. He hints at this when he said: “The internet’s like MTV. At one time MTV was hip and suddenly it became outdated. Anyway, all these computers and digital gadgets are no good. “They just fill your head with numbers and that can’t be good for you.”
Perhaps, for him, performing live in front of real people is what it’s all about; not releasing tracks to virtual people online, which is quickly becoming the way forward.
It will be interesting to see how this plays out.