MP3.com Tuesday launched its New Music Army, a grassroots approach
to promote the music of emerging MP3.com artists through the Web.
Music Army incorporates elements of an online street team, an affiliate
program and viral marketing into an innovative program that gives members the
opportunity to become online music managers, build their own record labels
and start web-based businesses.
Adding to the program is that members have an active financial stake in their
efforts. NMA members assume the role of online music managers by signing up
artists to MP3.com’s (MPPP) non-exclusive artist agreement, posting their music to
the MP3.com Web site and creating Digital Automatic Music CDs
through MP3.com’s automated CD system. While MP3.com manufactures and ships
the CDs, tracks sales, and provides members with the data necessary to
monitor their band’s success, the artist receives 50% of the revenue and the
NMA promoter earns 5 percent.
New NMA members receive instructional materials and community feedback on the
best ways to market and promote “their” bands. As they become true “viral”
marketing experts, NMA members can build their own roster of bands and create
their own “virtual record labels.” Using the Internet in combination with
the tools and services provided by MP3.com, members can also develop their
own “virtual businesses” designed to service the MP3.com artist community and
give fans more control over the music that is heard.
“The New Music Army is the next step in the evolution of web-based grass-
roots marketing,” said Michael Robertson, chairman and chief executive
officer of MP3.com. “The NMA gives music fans and future entrepreneurs the
tools they need to actively support their favorite artists and make some
money in a business they develop online.”