Duch Dillinger is a young female rapper out of Toronto. Last year she played at Scenefest '09 in St Catharines, which, as I understand it, is an impressive feat, as with a total 160 bands playing, there were only a handful of hip hop artists in attendance, and she was among them.
Recently, she's launched a new EP, Mrs. Anonymous. The lyrics are clever and the music is consistently driving and engaging.
But music aside, her marketing is
fantastic.
Dillinger has released her new EP as a free download from her website. This is a bold move, unheard of since the latter days of
Harvey Danger. In traditional economic thinking, this is suicide, literally
giving your product away for free, but, as cases like this continue to prove, there are other factors at work here. Dillinger has chosen to waive ALL of her front-end profits in favor of the increased publicity, a much less tangible benefit than cash. The payoff comes from market saturation, as it is much more beneficial to have your song playing on as many different speakers as possible, than a small number that paid. The tangible benefits down the line will come in the form of increased attendance to her shows, increased internet buzz(hey, it's working!), and a much larger and more established fan base waiting for her next album to drop.