Musician Moby is offering independent filmmakers an opportunity to use his music in their productions for free. The only caveat is the film can't be for commercial use.
Yet he also offers his music for indie commercial filmmakers for an easy licensing deal, while also giving all the proceeds generated for him to the humane society.
This is a great idea, and also a great way to market online.
It could end up being a tremendous viral tool as independent filmmakers respond and include his music in their movies. His music could end up going far beyond his base audience to expand to unknown markets.
At the same time he's doing this, he's also producing music for other moneymaking projects, which his marketing inevitably leads to. For example, he scored "Southland Tales," directed by Richard Kelly, which is due for release November 14, 2007.
For online marketing, we have to learn to differentiate between what the ultimate goal we're trying to achieve is, and things we can offer for free. The free things should be high enough quality to encourage people to share and use them, thus creating a viral effect.
With the great need for quality, copyrighted music that is hard for indie filmmakers to secure, this is a great tool Moby is using, to not only fill a real need in the creative marketplace, but also create tremendous good will, while spreading his music and name even further than he could have without doing it.
Things like these are the ways the new online marketing will be done to be most effective.
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