In the days of MP3′s and people stealing more music than buying it, there comes a need to create a strategy to provoke fans to buy the album, not steal it online. Some labels try to add bonus tracks for download in the CD casing, some offer discount cards, some send free stickers and posters to hopefully get the fan excited enough to buy the album.
In a world where software can be downloaded for free from thousands of different sites, the same is true for music. Oddly enough, the two have similarities when it comes to how they are sold. For me, I feel the need to buy music or software when I feel an emotional connection with the company. If it’s not emotional, then it somehow should feel unique and packaged together as if it had me, the user (or fan) in mind.

