Billboard has an interesting piece on how labels are using the Complete My Album feature on iTunes as an effective marketing tactic. Here’s how it works: you release up to a third of the tracks from a new album a month or more before its official release, as a partial iTunes album. Then, when the full thing is released, rely on the Complete My Album feature to get fans paying for the remaining tracks. Universal Motown did it with six tracks from the 18-song Lil Wayne album ”Tha Carter III”, and it sold 100,000 digital copies in its first official week on sale – with 52% of its sales on iTunes coming through Complete My Album.

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