Marketing Music Like Jónsi

After hearing just one single from Go—the new album from Sigur Rós frontman, Jónsi—I had a sense he was aiming for a different kind of musical experience—and not just because he was adding more electronics and singing a bit in English:


I’d always loved the escalating “wall of sound” Sigur Rós built around Jónsi’s falsetto vocals and the minimalist collaboration with his partner, Jónsi & Alex, so I was curious to learn more about his solo endeavors. A few weeks after signing up for updates on his single-page mailing list, I received a beautifully designed email invitation to order advanced tickets ahead of TicketMaster’s purchase date. Incentivizing the purchase were pre-order packages including special access to downloadable content and a limited edition version of Go, housed in a “highly covetable” cloth-bound, velvet-lined box containing:

  • immediate download of Go Do EP
  • Go mp3 download link on release date
  • Go on CD
  • Go Quiet: a full length DVD of Jónsi performing the entire album acoustically, shot at home in Reykjavík, Iceland over New Year’s 2009-2010 by Dean Deblois, the acclaimed director of Heima.
  • Jónsi + Nico Muhly‘s live 4-song performance at Bethnal Green download link on release date
  • and more surprise goodies

Woah. Fancy.

And smart because there were so many other ways to get this album besides a physical CD—including digital download. Even Jónsi’s experimental film Go Quiet can be downloaded as a MPEG-4 file the same day the DVD comes out.

A week later, I got another email declaring the official launch of the Jónsi – Go website complete with an amazing media section including this breath-taking, goosebump-giving behind-the-scenes footage from 59 Productions‘ work on the Jónsi stage set:

I’m anxious to see what comes next. The show I bought tickets for isn’t until April but thanks to all the media-rich content, sneak previews, high production value, limited edition releases and fan-friendly insider info, I’m already a big fan of an album I’ve never heard.

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