Instead of frowning on technology and the Internet, Epic Records has decided to embrace it with a new format for albums. The latest trial is with the band The Fray. Sony, owner of Epic, has launched a new iTunes “pass” for $17.00. The pass allows the user to gain access to songs, videos, pictures and backstage bonuses. Earlier this year, Depeche Mode launched it’s iTunes pass.
However, the idea is probably too little, too late, for the music industry. Independent artists have been doing similar marketing plans for years… not only that, they often give it away for free. Even well recognized names like The Smashing Pumpkins and Nine Inch Nails have been posting free MP3 downloads, fan pictures from concerts, videos and blogs.
Maybe it’s time the record labels started being innovators?