The ability for fans to ‘pre-save’ an album on Spotify has become an increasingly-common marketing tactic since Kobalt pioneered the idea last year with Laura Marling.
Now independent label Domino Records is trying something a bit different with the idea: its pre-save campaign for Franz Ferdinand’s new album is structured as a “fan club”.
“Subscribe to go behind the scenes on the making of our new album ahead of its February 9 release,” explain the band on their Always Ascending Fan Club website. “Curated by the band, you’ll get exclusive photos, videos, lyrics and insights, plus every track from Always Ascending saved to your Spotify library as soon as it’s released.”
It’s essentially a combination of a Spotify pre-save with the kind of behind-the-scenes content offered on fan-funding platform PledgeMusic.
Fans signing in to the club will also automatically follow Franz Ferdinand on Spotify – an important signal for the algorithms that power playlists like Discover Weekly and Release Radar.