Domino has become the latest – and by some degree the largest – indie label to work with Drip.fm to launch its own subscription service. Domino Drip, unveiled in a low-key fashion over the weekend, is described by Domino as “a membership scheme to connect fans of the label directly to the artists we work with by delivering new releases and exclusive material straight to their inbox”.
In practice, this means fans pay $9.99 a month (there doesn’t appear to be an option of pay in other currencies), for which they will receive two albums – plus bonus material in the WAV or MP3 formats. At least one album per month will be a new release, with classic Domino releases also thrown in.
Domino is not the first indie label to work with Drip.fm – current clients include Stones Throw, Fool’s Gold and Mad Decent, while the service itself is an offshoot of US indie Ghostly International. But Domino’s size and prominence in the indie world makes this a significant endorsement for Drip.fm.
Interestingly, Domino is positioning its Drip as an alternative to the unlimited choice of other subscription services. “Settle in with our selections over the course of a month and we’re sure you’ll find a deeper satisfaction than from the limitless streams of countless artists elsewhere on the web,” the label said.
This might seem to fly in the face of current music industry thinking, which equates limitless choice with customer satisfaction; but it actually harks back to the old idea of the dedicated label fan who sees the Domino logo as a guarantee of quality and as important in itself as any individual artist.