Saddle Creek Tries to Single-Handedly Save the Music Industry

Saddle Creek Records is not a member of the RIAA. How do I know this? Well, instead of trying to sue me, they tried to delight me. And guess what? It worked.

Let me start from the beginning:

I'm a pretty big fan of most every artist on Saddle Creek records and one of my favorites, Cursive, has a new record coming out March 10th. Seeing this, I went to the Cursive site where I found they were running a promotion. Beginning March 1st you could buy the mp3 version of their new album "Mama, I'm Swollen" for $1, then $2 on March 2nd, and so on until the 10th when it would reach its regular price.

But that's not the part that delighted me.

What delighted me was what they offered for those who wanted to buy the physical CD. Not only do you get the physical CD (sent to you before it's on sale) but you get an instant mp3 download (instant gratification), a card with a code for downloading bonus material and videos, and the liner notes which aren't just credits, but rather the scanned in notes (or paper plates as the case may be) that lead singer Tim Kasher originally wrote the songs on. Now that's some good incentives.

But it didn't stop there. As you can see below, my package included a hand-written note from Courtney at Saddle Creek thanking me for my order. A nice touch indeed!


So what's the lesson here?


Free is easy. And instant.
I could have easily downloaded the album via bit torrent and it would have been mine in a matter of minutes for free. Having the instant mp3 download of the album available helps to satisfy my need for instant gratification even when I have to wait a few days to get the actual CD.

A CD can't be just songs anymore.
With digital distribution (both legal and not) there is little value in a physical product. In fact, some could argue a physical product is at a disadvantage: it takes up room, is easily scratched, lost, stolen, etc. So in order to get me to buy a physical product you have to offer me something more than just the songs. Saddle Creek offered me the bonus download card which for serious fans (who are the only ones considering purchasing a CD anyway) is a great bonus, along with the liner notes that give an insight into the creative process.

Surprise me at every interaction
I didn't expect a personal thank you note. But I certainly appreciate it. Instead of serving me with a lawsuit like the RIAA, Saddle Creek decided to remind me why they value their customers and in turn I will reward them with future business.

Oh, and by the way: the record is great. Cursive delivers another excellent album that Cursive fans and those who are Cursive-Curious will not be disappointed by if they pick up the album in any of its forms. (for those of you looking for a softer side with all the same lyrical punch, check out Tim Kasher's other band, The Good Life)