Prince gave away 3 million copies of his latest album, Planet Earth, last Sunday with the Sunday edition of the British newspaper The Mail on Sunday. Representatives of the music industry are not pleased: "The Artist formerly known as Prince should know that with behaviour like this he will soon be the Artist Formerly Available in Record Stores," said Paul Quirk, co-chairman of the Entertainment Retailers Association.However, Time magazine calls it a briliant move.
In a world where free usually means worthless, many in the industry can't stomach the idea that one day consumers could pick up the new Eminem album with every packet of M&M's. But one man's freebie is another man's fortune. Prince was reportedly paid $500,000 over and above the royalties for each CD — typically around 10%. Considering that his last album, 3121, sold only 80,000 copies in the U.K., this deal may have earned him more than eight times as much. Plus, Planet Earth — which has gotten fairly good reviews so far — is now in the hands of thousands of people who may never have thought to buy it. Maybe they like what they hear ... and maybe they want more. They'll have to settle for buying up his back catalog, because the 21 shows he's playing in London in August and September are already sold out. Naturally, he's giving away a copy of the album with every ticket (a trick he pulled with Musicology back in 2004).
For its part, the Mail on Sunday printed, and sold, an extra 600,000 copies in addition to the 2.3 million they usually sell every week. Advertisers find it hard to resist those kinds of sums. And according to managing director Stephen Miron, his office has been flooded with calls from other artists wanting in on the action (as for who, he won't tell). "They are saying they think this is a much more effective and efficient way of building up their business."
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