Some of you have seen this video by now from Moldover, so it won’t be new news, but I thought I’d add it anyway for those who haven’t. However, I have no intention of commenting on his music, just his unique packing scheme as well as his means to promote it.
I commented on this Hypebot post earlier today that he was selling that packaging that came with a CD and still stand by that remark.
The price breakdowns for the CD are as such (taken from Moldover’s site):
- Basic – Just CD $10
- Pocket – Smaller Theramin $25
- Awesome – Theramin the size of the CD case $50
So the main question is whether this is a one-time gimmick or will people adapt creative packaging concept with their own flare. Maybe an afro-beat band that sells shakers with USB ports in them. Joking aside, hopefully most bands will take this off the grid idea and run with it. “It” is not necessarily the packaging, but rather unique ways outside of the music itself to market the music.
I’d be curious to know, which sells more and do people buy it for the theremin or the music or both? So Moldover, if you’re reading this, please contact me and let me know how sales are doing so far?
My prediction is that he will sizzle as people watch the video and then cool down just as quickly because of the style of his music. Also, I predict that his Awesome package will not sell well because the amount of people who know what a theremin is, would pay $50 for it, as well as would know how to/would want to use a theremin are so few (Wayne Coyne aside). BUT I’m not a prophet, so prove me wrong Moldover and call me on it!
[...] Packaging As An Instrument – Moldover’s Album Packaging [...]