(Um, that’s Jerry Garcia for you kids.)
And today marks the publication of a new book Marketing Lessons from the Grateful Dead: What Every Business Can Learn from the Most Iconic Band in History. In it, authors David Meerman Scott and Brian Halligan examine the ways in which the band developed incredibly innovative marketing strategies — strategies that they contend are quite pertinent to the Internet marketing age.
The Grateful Dead broke many of the music industry’s rules. As the authors write, “the band made a series of difficult and often unpopular decisions in order to differentiate themselves from their competition by providing the highest quality service to their fans. They were not simply selling a product. The Dead pioneered a ‘freemium’ business model, allowing concert attendees to record and trade concert tapes, building a powerful word-of-mouth fan network pioneered by free music.” In addition to direct outreach and ticket sales to fans, the Dead made a number of unconventional business decisions that helped develop a fan base and an economy that remains strong to this day.
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