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HDD: How 69 cent prices benefit songs


Hector

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If you’re not watching the pricing on the iTunes singles chart—specifically, which songs are priced at 69 cents and which are $1.29—you’re missing a glimpse at major-label strategy regarding the breaking of new releases.

 

The low pricing can create a loud noise—within the label and throughout the biz—as a song flies up the iTunes chart, as well as providing access to the coveted real estate on the iTunes store’s front page.

 

Everybody in the business believes massive hit radio singles drive streaming. Top execs say manipulating the price of a track and driving it up the iTunes chart can help pump up that airplay.

 

A higher iTunes position can feed the perception that a new release is breaking. Radio looks at the iTunes chart for positive reinforcement regarding the actives prior to the callout research, which can take at least four weeks.

 

For the players who use it, the 69-cent tactic has several uses. It can be used to create a secondary burst after a track’s strong initial flurry and decline, as it gains fans over time. It can be used to achieve chart manipulations at the top, as songs battle for #1 on the Hot 100 and other charts. It can be maintained over the long term for breaking new acts, where the lower price pushes consumers to take a chance. With songs that are strong in the streaming world but not selling initially, strategic pricing that drives a track up at iTunes demonstrates its broader strength to radio.

Also:

 

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http://hitsdailydouble.com/news&id=307097

 

Edited by Hector
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I never understand people on ATRL that refuse the discount. The general public loves a good discount.

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They didn't really tell us anything we couldn't figure out :gaycat2:

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If you even slightly follow charts, you could have figured out how beneficial the discounts actually are.

Edited by Crazy Lights
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Labels are doing this to offset pop acts' failures on ODS, which is smart.

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1 hour ago, Saeju said:

I don't understand why iTunes hasn't even dropped the standard price to $0.99 yet.

Then they're losing double the money since downloads are severely down. Doesn't make sense.

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didn't realize S2S was so big on streaming

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