Posted by John Nemo
I’ll never forget when I first heard of the URL http://www.FreeDerekWebb.com. I thought my favorite controversial Christian musician had finally pushed the Modern Day Pharisees (MDP) too far and gotten himself locked up. I imagined the MDPs could take it no more thanks to songs like this, and had managed to throw Derek into some sort of prison where Christian dissidents like Don Miller and John Eldredge would also be held. As such, I figured the “Free Derek Webb” URL was designed to call attention to his plight.
Of course, that was not the case. But when I learned the true reason for the URL, I still thought Webb had gone crazy. I mean, this was 2006. Sites like NoiseTrade didn’t exist. Musicians didn’t just give away brand new studio albums for free.
But Derek Webb was doing exactly that! What a nut job.
As a huge fan of his, I was delighted to take advantage of Derek’s mental state and snag a free digital copy of his latest release. And of course (this is where Derek Webb proves he’s not insane) I ran out and became a brand evangelist, e-mailing (Facebook and Twitter weren’t mainstream then – remember, this was 2006!) all my friends and telling them about this amazing deal.
A few other people must have, too, because more than 80,000 people downloaded the free album.
I’m sure many were already fans like myself, but think of how many more thousands of people discovered Derek Webb’s music for the first time as a result.
Sure, he missed out on some easy/fast money by giving away 80,000 copies of “Mockingbird,” but he got great publicity/market exposure, and (more important) he did something Gary Vaynerchuk preaches all the time – Derek Webb began building lifetime customer value.
If you downloaded “Mockingbird” for free in 2006, and fell in love with this new musician Derek Webb, I’m betting you bought at least 1 or 2 of his other albums at some point in the future. Derek gave up a huge chunk of money in the short term, but over the long term he gained (potentially) tens of thousands of new fans, and (most important) made them fans for life.
UPDATE: Derek just posted a response on Twitter about this whole episode and its impact on his career:
And with Webb’s current fans like me, a free album download just endeared him all the more to us, and also jacked us up even more than usual to be his brand evangelists, telling everyone how great he was and why they should download his free album.
As great a musician as Derek Webb is, I think he’s an even better marketer. He proved all the way back in 2006 that he understood the power of Social Media and “Word of Mouse” before such a thing even existed. He does an amazing job in 2011 using sites like Twitter to connect with his fans in meaningful and lasting ways. And he constantly pushes the envelope for what’s coming next with sites like NoiseTrade, which people like me use all the time to download free music from new artists. And, funny, if I really like an artist I find for free on NoiseTrade, I always end up going back and buying more of his or her songs because I like the music so much.
Glad to know Derek Webb is not insane or in Christian jail. The music (and PR/Marketing) world would be much less exciting without him.