Don’t call PledgeMusic ‘crowdfunding’ – the company has been working hard to separate its music-focused service out from what high-profile rivals like Kickstarter and Indiegogo do in recent times. The latest example is a partnership with Mute Records and Erasure for the band’s next album ‘The Violet Flame’. Pitched as a “pre-order” opportunity for fans, they can pay £30 for a Deluxe Boxset and access pass to various digital exclusives, or just £8 / £15 for a digital or physical copy of the album plus the digital shizzle. Erasure will also be sharing details of the album’s design with their pledgers, while selling VIP tickets and providing updates on the run-up to the album’s release. “We believe that by working with PledgeMusic, we will be able to share Erasure’s new work with a growing number of fans,” said Mute Group MD Shirin Foroutan – a reminder that PledgeMusic has also made partnerships with labels a priority, not just cut-the-middleman relationships with artists, as traditional crowdfunding has often been presented.

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