Save words and use audio streams.
I like to receive updates on new releases and mixes, simply because the fun and excitement of hearing new music. The process of getting to hear those fresh sonics is, however, quite cumbersome, and in fact I feel many of the newsletters are impractical at the bottom line.
Even if the newsletter glows with a stylish design, scrolling through paragraphs of suave track overviews, dj's comments and tour tales, without a single direct link to listen - is useless, at least to me.
I'm obviously not the typical dj/shop owner/vinyl freak. In this age of unstoppable information deluge, we are all bombarded with emails each day, at least around 40-50. No need to elaborate here that only a few seconds are given to B/C priority emails - where many hobby and culture newsletters are placed.
So all the nice promo info and spectacular words are skipped through/aren't read. If I can't find quickly some link to an audio source, it's most likely that I'll leave this email behind and forget the track names by the evening.
The newsletter editor could say - "nah, he's not a real listener. The true ones dig fervently every blurb we issue and are so into it, that they just find the samples by themselves".
So here's my view - I want to hear your new music and your recommended new tracks for sale. And the best way to present them in only through an audio stream. I'll read the words later if it interests me, and maybe even write some comments.
What doesn't work:
- No links to audio streams/downloads at all - don't have time to find it myself.
- Hidden links in the end of the issue - I won't get to them.
- 20 links to 30 sec. samples - tiresome, cumbersome and annoying.
- An eye-catching "click to listen" button in the upper third of the issue
- One long audio stream with all the tracks previews, instead of many 30 sec. samples.
- Dj mix for download within one click - save those tweaked flash players for other things.
Again, the reason is very simple:
Music needs to be heard, and today audio streaming isn't a hard-to-get solution. The effectiveness of promoting your music with a simple one-click interface is much higher. Our eyes are tired from text, and if you can trigger other senses to deliver your message, you get a better exposure. Ne need to write further how sound is a multitaksing-favor medium.
It's hard to find time for clicking 20 links. But I still want to hear them all. So with a one combined preview stream of all the releases I can put it in the background and move on with other things. If the music works, I can't skip it. I'll go back and hear this tune again, click on it's link and read the reviews. Still without capturing my eye instantly with an audio link, it could be lost.
Eventually links to streaming files aren't the only way. You can even be innovative and make use of VoIP clients like skype - but that's a subject for another post :)