Last month, indie label Asthmatic Kitty made headlines after sending out an email to fans of Sufjan Stevens which appeared to criticise Amazon. The retailer was planning to sell his new album at a bargain price, but the label’s email seemed to advise fans to buy it elsewhere, while complaining about the valuation being placed on the album by Amazon. However, it seems it was misinterpreted. “The message when taken away from the intended audience and often taken out of context read as if we were guilting people into buying direct from us,”says the label’s Michael Kaufmann. “The intent was certainly not to criticize of Amazon’s approach. Rather, we hoped to spark conversation and examination of our methods of doing business real time with our customers.”

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