Pre-Launch Strategy From The Kottonmouth Kings

I featured the Kottonmouth Kings in the Mashable article a few weeks back about their use of live streaming to make  the announcement of their new album.

That new album gets released on Tuesday, April 20th (very ironic) and the way they are catering to their fans is very impressive. There are 4 pre-order packages ranging from a $6.99 CD to a $79.99 Premium Blend Membership.

This model is becoming more and more attractive to acts like KMK due to the fan base they have been able to cultivate over the years. They know they have fans that get tattoos of their logo, have bought all their packages and come to every show every time they come into town. They also know they have closet fans and casual fans and have them in their sights as well.

Another marketing and sales strategy they have implemented is the time-sensitive and pressure stacking for the release. The album hits stores on Tuesday, yet today (Friday) is the last day to get involved in the pre-order process. This is a great tactic to use to get your fans excited.

Throughout the pre-launch they have released videos, hidden songs and even teased the entire album on Myspace. This drip-style of valuable content keeps their fans wanting more and keeps their attention from the time the album was announced and the actual release date.

This bonus content isn’t a bunch of B-sides either. They have a split video for “Stomp/Rampage”, an introduction to the newest member of the group Dirtball, with a video for “Mushrooms” and a solo video from Johnny Richter, titled “Let’s Go.”

Stomp/Rampage

Mushrooms

Let’s Go

The Myspace page features whole songs, NOT 30 second teasers.

And here are the product listings:

$6.99 – Kottommouth Kings “Long Live The Kings” CD

$9.99 - Kottommouth Kings “Long Live The Kings” CD + Bonus CD and Exclusive DVD

$29.99 - Kottommouth Kings “Long Live The Kings” CD & Autographed Lithograph Poster

$79.99 - Kottommouth Kings “Long Live The Kings” CD + Premium Blend Membership

The Premium Blend Membership:

The first 3 packages are pretty self explanatory. I wanted to go into the final package, which offers the most value and will connect with the hardcore fans. This type of package proves to be very valuable to the band and brings in a ton of revenue and income upfront. Here is what they are offering in the package:

• Full Length “Long Live the Kings” CD (22 Tracks) plus Exclusive DVD Brought to You by Rip ‘N Tear TV featuring Videos and Other Nugs from the Sack PLUS the Super Bonus CD you’ve all been waiting for!!
• The Super Bonus CD Contains All of the Bonus Tracks that You Would Get on Other Retailers Exclusives PLUS a Few More Tracks Only Available on SubnoizeStore.com
• An Autographed ‘LONG LIVE THE KINGS’ Lithograph Poster (Suitable for Framing)
• Your choice of TWO of the 4 PAK-WORK Designs Available in Black, White, Green, and Red; Sized Medium to XXX-Large (Ladies Styles only come in Black or Green; Sized Small to X-Large).
• Kottonmouth Kings King Klick Premium Blend 1 Year Membership (Card Included – Starting on 4/20/2010)
• This Membership Offers Discounts on Merch at Shows and on Subnoize Store, Exclusive Content, and Much Much More!!
• Kottonmouth Kings Pendant
• The Official 8×11 Kottonmouth Kings / 420 Tagging Stencil
• An 11×17 Poster
• PLUS Access to the EXCLUSIVE LOS ANGELES OFFICIAL 4/20 LISTENING PARTY to celebrate the stoner holiday and CD Release Partying it up with the Kottonmouth Kings!*

The thing I wanted to point out here was the added value they give to their fans. This comes in the memberships, the personalized/autographed media and access to the listening/launch party.

King Klick – Premium Blend Membership Site

I love the way they have branded their “premium” membership site. Called the King Klick, it is is a home for remixes, extended songs, leaks, early premiers, live tracks, video updates, live video chats, coupons, merch, exclusive message board, feedback on ideas/merch and 10% off merch booth at live shows.

We are going to be talking a lot more about membership sites in the coming posts.

So now that you are starting to see other’s models (Murs and 9th Wonder did something similar), how are you going to really gear up for the release of your new album, EP, mixtape or other release?

Let’s talk about these models along with what KMK did in the comments below.

-Greg Rollett

Tags: kottonmouth kings, memberships, Music Marketing