Music Marketer Andrew Southworth outlines a marketing strategy centered around "free plus shipping and handling" funnels, commonly used in e-commerce and increasingly applied in the music industry. The approach involves offering a free product—such as a CD or vinyl record—while charging for shipping, with the actual costs integrated into the shipping rate to maintain profitability. The strategy hinges on creating a customized sales funnel that includes upsells like additional merchandise, bundled music collections, or optional donations to support the artist. Advertisements for these funnels are typically video-based, run on social media, and designed to target fans of similar artists. The conversation also touches on artists' resistance to sales techniques that feel commercial, the surprising resilience of physical media like CDs and vinyls, and the psychological appeal of owning tangible music products. Examples include how misprinted vinyls or obsolete formats like cassettes still sell well purely as collectibles. Finally, the discussion touches on the evolving role of NFTs in fan engagement and monetization strategies, pointing to artists like Avenged Sevenfold who have built interactive digital communities around them.

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