A few days ago I was looking for a pair of jeans at Banana Republic. I tried on a few, luckily found a pair that I liked and fitted me, and went on to pay.
The gentle girl behind the counter took my credit card, registered the transaction, folded the jeans, put them in a bag. And only after that, she said, “there are also two vouchers to download free music” and carelessly dropped them in the bag.
When I went back home I took out the jeans, and didn’t give those vouchers a second look.
What was supposed to me a sales promotion around music didn’t play any role whatsover in the sale: the shop assistant knew that it would be completely irrelevant, I knew I wasn’t going to care a bit about it.
To me, this tells more about the status of digital music than any sophisticated strategy or elaborated point of view.
Final Burp: a music download is the ultimate commodity, priced at zero. Null. Nada.