Critically-acclaimed musician Nicolas Jaar turned heads in 2013 when he ditched his prominent label, Clown & Sunset, (a 3-year long project) in favour of what he calls a “serial label,” Other People. The concept is simple, and follows the subscription model that publications such as McSweeny’s have been following for years.
Rather than devoting resources to marketing and PR, Other People have opted to have their fans pay monthly for their subscription. In return, they’re rewarded with surprise releases ranging from EPs from newly-uncovered acts like High Water all the way to the mega releases like Darkside’s latest album, Psychic.
The model is also being pursued by electronic giant Mad Decent, and proves that the best marketing is quality content and the element of surprise.