Trent Reznor's Latest Trick: Reward High Scorers In NIN iPhone Game
from the keep-evolving dept
One of the things to understand when we talk about various business model innovations that companies can use, is the idea that successful implementation of these business models doesn't mean merely copying what someone else did, but continuing to come up with new ideas and new innovations. One of the common retorts to this, often found in our comments, is that if everyone's doing x then it loses all value. But, of course, that shows a fundamental misunderstanding of what we're advocating. The whole point is that everyone doesn't do x, but they keep innovating and doing different things. And, for those who claim that there really are only so many things you can do, I'll point you to the words of economist Paul Romer:Every generation has perceived the limits to growth that finite resources and undesirable side effects would pose if no new recipes or ideas were discovered. And every generation has underestimated the potential for finding new recipes and ideas. We consistently fail to grasp how many ideas remain to be discovered. The difficulty is the same one we have with compounding: possibilities do not merely add up; they multiply.Or, even better, I'll just point you to the example of Trent Reznor, who, despite being quite far ahead of the pack on many attempted business models, doesn't seem to want to rest on his laurels. Instead, he just keeps innovating. We've covered many of the business model innovations made by Trent Reznor over the last few years (and I'm actually preparing a presentation on the topic for a music industry conference next year -- which I'll be talking about more in the future). His latest is to embrace the iPhone game Tapulous, which is sort of a rather simplified iPhone version of any "push a button to the beat" music game, a la Guitar Hero or Rock Band today (or Dance Dance Revolution in the past).
Now, the easy (boring) thing to do would have been to just create a Nine Inch Nails version of the game, which is now available. You can now play Tapulous to various songs from NiN's recent albums (whose releases we've discussed previously). However, much more interesting is tying the game even further to the band, such that those who score a certain level of points can submit the score back to Tapulous, and get entered into a contest to win floor tickets to see NiN perform or, for one lucky winner, a Les Paul guitar signed by Trent Reznor.
Despite the fact that many would say that Reznor has done much more innovating than many other musicians these days, the important thing to note is that he keeps on trying new stuff -- and each time gets more attention and wins over more fans with his actions. And the folks who complain that no new business model will work because everyone will be doing it? They're not getting much attention at all.
Thank you for reading this Techdirt post. With so many things competing for everyone’s attention these days, we really appreciate you giving us your time. We work hard every day to put quality content out there for our community.
Techdirt is one of the few remaining truly independent media outlets. We do not have a giant corporation behind us, and we rely heavily on our community to support us, in an age when advertisers are increasingly uninterested in sponsoring small, independent sites — especially a site like ours that is unwilling to pull punches in its reporting and analysis.
While other websites have resorted to paywalls, registration requirements, and increasingly annoying/intrusive advertising, we have always kept Techdirt open and available to anyone. But in order to continue doing so, we need your support. We offer a variety of ways for our readers to support us, from direct donations to special subscriptions and cool merchandise — and every little bit helps. Thank you.
–The Techdirt Team
Filed Under: business models, contests, games, iphone, music, nine inch nails, trent reznor
Companies: tapulous
Reader Comments
Subscribe: RSS
View by: Time | Thread
Unfortunately, Tap Tap Revenge is FREE and Tap Tap Revenge: NIN is $5.
[ link to this | view in thread ]
[ link to this | view in thread ]
Re:
[ link to this | view in thread ]
Re: Re:
[ link to this | view in thread ]
[ link to this | view in thread ]
good on trent for continuing to mix it up. you see what's happening don't you? even if an experiment doesn't make money he still gets his name in the paper. he'd probably get even more press going broke on one of these from all the naysayers coming around shouting about how that's proof that giving away free doesn't work.
i had another thought about the next person to try one of these variations getting called either a copycat or an incompetent manager based on how much money they make at it compared to how much trent made first. the only way to get ahead in the press will be to turn a profit on one of these that trent lost money on.
there's so many horses in this race that even last place is still pretty good.
[ link to this | view in thread ]
Maybe the reason he seems so "innovative" is that he is trying to find a way to continue to earn a living since he gave away the music he could have sold. Those limited edition box sets were a great idea to get a lot of money up front but if they are truely "limited edition" you can't continue making them.
Maybe he can come up with an entire line of products, I know he can sell nine inch long nails in a box. Or maybe he could write a self help book, "Giving Away Your Music: Attempting to Make Money From FREE" Regardless, by giving away his music he has forced himself to become an inventor. Why couldn't he just be a musician?
Mike, I challenge you to find new ways of making money from this site. No more ads, find a new way to make money from this site. Sell Mike Massnick action figures, create a line of TechDirt snack foods, anything. You constantly preach about alternative business models, lets see you practice what you preach.
NO MORE ADS on the site. If you can make a successful run of it, then maybe you deserve to speak at "a music industry conference".
[ link to this | view in thread ]
Re:
[ link to this | view in thread ]
Re: Re: Re:
[ link to this | view in thread ]
Re: Re: Re:
There are also other finite goods. I purchased the ultra deluxe edition of Ghosts I-IV. I purchased the deluxe edition of this *free* album.
You don't need to appeal to the millions... just *really* appeal to a few thousand fans and you'll be set.
[ link to this | view in thread ]
Free music is going to happen whether NIN gives it away or not, so why not control the way your free music is distributed to the masses? By leaking 1 album for free, they created lifetime fans from those who may have been "touch and go" supporters of the group.
From the consumer's standpoint: I got the last NIN album for free on the net essentially saving $10 - $15. Now I want to go to an NIN concert with that extra $10 - $15 in my pocket that yields a discount on my seats and maybe I'll snag a tour shirt.
I'm not huge into NIN, but to see the ways that they're innovating engage their fans does cause me to think of ways that these ideas can be translated into my own world. Thus, the multiplication theory comes into effect.
Very good read Mike.
[ link to this | view in thread ]
Re:
Plus it fills in a deep need for obsessed fans to have NIN everything.
[ link to this | view in thread ]
Re:
[ link to this | view in thread ]
Re:
[ link to this | view in thread ]
Re:
[ link to this | view in thread ]
Re:
The more valuable he makes the concert-going experience, the more his true fans are willing to pay to see him. One feeds the other. How can you not see that?
[ link to this | view in thread ]
Re: Re: Re: Re:
[ link to this | view in thread ]
Re: Re:
But then again, once Obama has redistributed the wealth, everyone will be equal and we can all go to the concert. ;)
[ link to this | view in thread ]
Re:
Nope, but he can make more music, and do another limited edition set with the new music. Besides, a $750,000 sellout in a few days on an album for which the band keeps ALL profits, not a tiny royalty, is pretty good. I would say that anything else is probably icing.
"Maybe he can come up with an entire line of products..."
Yep, he pretty much keeps doing that, and he keeps making a ton of money in the process. Oh yeah, and he also continues to make some of his most inspired music in a long time.
"No more ads..." (and all that other garbage that preceded this)
First, I fail to see why selling advertising space on the blog (a scarce good) while giving the content away is not an example of making money for free. But, let's assume you're right, and it is somehow disqualified. If you did even an ounce of research, you would find out that TechDirt is a consulting company, and they make money from their services. This blog provides them with publicity and introduces people to their consulting company that might not even know they want the service until they spend time reading the blog. So, in answer to your challenge, TechDirt is already doing it.
[ link to this | view in thread ]
Re: Re:
[ link to this | view in thread ]
Concert prices won't increase
The RIAA does nothing but leech money that should be going to bands. Sure, they used to be involved in promotion as well, but that no longer matters. Pandora, file sharing networks, and just plain word of mouth are all you need to get your band noticed now. Of course, doing other stuff on top of that is never a bad idea, and will only help you further, as bands like NIN are proving.
[ link to this | view in thread ]
Re: Concert prices won't increase
[ link to this | view in thread ]
Re:
So no, ticket prices do not have to go up if more people show up.... how is this not obvious???
[ link to this | view in thread ]
Re: Re: Re: Re: Re:
[ link to this | view in thread ]
Re: Re:
[ link to this | view in thread ]
RE: Because he loves us, that's why, you moron
You don't want to spend 5 bucks on the game? That's cool with him. You do? Well, he'll make it worth your while to do so with a contest or two. Why? Because he loves us, you moron.
WAR
[ link to this | view in thread ]
Re: RE: Because he loves us, that's why, you moron
[ link to this | view in thread ]
Re:
[ link to this | view in thread ]
Re: Re: Re: Re:
[ link to this | view in thread ]
Re: Re: Re:
This same crap went down with recording tape. You need to get your brain out of that trench.
[ link to this | view in thread ]
Re: Re: Re: Re:
[ link to this | view in thread ]
To the close-minded
He does a good job all by himself at shooting down a lot of your arguments up there.
Many of these points were stated above, but a few of you seem a little too thick skulled to understand.
Reznor encourages his fans to download his music. It is not stealing, and it is not theft. It WOULD be copyright infringement, IF he cared. But because he actively encourages his fans to download his music, you are breaking no laws by doing so (unless maybe you get some older stuff that somebody else owns any sort of copyright on).
But, since he actively encourages it, there is nothing wrong with it. He even makes it super easy from his website to download the newer stuff. He even manages to sell CDs, WITHOUT the RIAA or any of their worthless ilk. He does this by adding more value to the disc. Or he also has fans like me, who, despite downloading the disc the moment its available, I also choose to pay money to have the physical copy, because I collect them. I am a true fan in this regard. He will make money period.
He made over 1.6million from his Ghosts cd alone, probably more now since that number is old. And this is because he made it worthwhile. He added signatures and vinyls and a whole bunch of other stuff to the discs and sold them for what I see as crazy amounts. But there are truer fans than I, and they paid for it.
For the guys who keep mentioning all that is left is concerts, you have obviously never been to a concert. Every concert I have been to (NIN WAYYYYYY more than others) you see people wearing t-shirts of the band, or other such articles of clothing. Merchandise works quite nicely for bands. I would say a good 50% of the NIN fans I see are wearing something NIN at the concerts. I am one of them (at every concert since the Fragility tour).
As poster #26, WAR, said, he loves us. You can tell in everything he does, in his website, at his concerts. Reznor really does care about us fans. And we care about him. It is an excellent relationship. If you cared about more than money in this life, you would understand.
[ link to this | view in thread ]
Britney et al could never get away with this... But maybe that's the whole point of the exercise...
[ link to this | view in thread ]