Consumers who buy Kanye West's solo debut, "The College Dropout" as a full-album download through Napster or Buy.com will receive access to special video content as a bonus. The album is due Tuesday (
Consumers who buy Kanye West's solo debut, "The College Dropout" as a full-album download through Napster or Buy.com will receive access to special video content as a bonus. The album is due Tuesday (Feb. 10) from Roc-A-Fella/Island Def Jam.
The label is offering the same value-add with the physical CD. Larry Mattera, senior VP of new media for the Island Def Jam Music Group, says the goal is to have value-adds for download purchases mirror those bundled with physical product whenever possible.
"We need to give people an incentive to buy," he says. "If there are value-adds in the physical space, there's no reason we shouldn't do it online too."
In both cases, consumers who buy the album will receive a link to West's official Web site to view footage of performances and recording sessions.
Download purchasers will receive an e-mail with a code that allows them to link to the content. Physical purchasers can link to the content with enhanced-CD technology.
Labels are increasingly experimenting with value-adds for digital albums. As previously reported, Reprise Records is offering a bonus of six free tracks with album download purchases of "Now Here Is Nowhere" by Secret Machines.
The downloads -- a bundled collection called "Sympathy for the Download 01" -- will feature a Secret Machines bonus track and music from other upcoming Warner Bros./Reprise releases including the Von Bondies, the Walkmen, the Sun, Head Automatica and Johnathan Rice.
Additionally, consumers will also receive in the mail a free CD-R on which to burn the music to disc. The CD-R is a limited edition, and will feature exclusive Secret Machines artwork.