There’s a trend emerging of artists bundling album downloads with concert tickets. After purchasing a show ticket, the fan receives a download link with their receipt.

Seems like a great value add, right? Well, yes and no.

The first time it happened, I didn’t expect it. The surprise made me feel special. Like the band appreciated my commitment to see them live and support their art.

I also see how bundling downloads and tickets can enhance the live experience. By giving the latest album to fans in advance, the audience will know the new songs better. Instead of being bummed an artist didn’t play a track from the last album, more people will be glad to hear new favorites.
So this sort of bundle is a pretty cool thing. Here comes the wet towel.

For me, streaming music makes offering these bundles the equivalent of getting a gift card to a restaurant I never go to.

I sincerely appreciate the thought. Really. I do. I just never go to that place anymore because it’s out of the way, and I already have plenty of other great places to eat across the street from my home.

This is frustrating, because the marketer in me loves the concept of packing extra value into the live experience. But as a consumer, album downloads are starting to fall flat because of streaming services.

Is there anything that can keep the concert + music download bundle alive? I’m not sure. Perhaps if artists offer rarities or provide live recordings of events after their conclusion. As innovative as the ticket + album download bundle seems on the surface, it looks like its days are already numbered.