One Cool Free Idea

18-year old UK singer/songwriter, Laura Marling gets it.  For her debut album, “Alas I Cannot Swim,” Marling created a beautiful and totally original package she calls a ”song box” that goes a long way toward differentiating this artist’s physical CD from the pack.  Here’s what they say on Marlin’s site:

‘Alas I Cannot Swim’ Laura’s debut album, is produced by Noah And The Whale mainman Charlie Fink, and besides its warm, sweet arrangements for guitar, trumpet, brushed drums and even a male choir, the album is infused with a real intimacy.

You’ll notice that this album doesn’t just appear in a ‘normal’ format - the music is part of a ‘Song Box’, designed by Laura, which contains postcards, trinkets and stories - plus a concert ticket to her shows in March. ‘

The idea came of a conversation I had with a guy who owned the studio I was recording in,’ says Marling. ‘He said he was depressed with the way music’s going, because nobody buys records any more and people are listening to MP3s on bad headphones, using music for wallpaper.’

So, she designed the chart-ineligible, beautifully printed ‘Song Box’: ‘I want people to love music,’ she says,’I want people to treasure it, not just my songs, but treasure music.’

Handcrafted envelopes, wrapping paper, and a tracing stencil are included among the goodies.  Just a great example of out of the box thinking - this one, in a box, but nonetheless ingenius.  

It’s stuff like this that grabs people’s attention and makes them feel (rightly so) that you’ve gone out of the way to make your art a gift to them, and that it is one-of-a-kind in a mass-produced world.  

So here’s the question:  How can you differentiate your product?  Unique packaging?  Special photos unavailable elsewhere?  Discounts on merchandise or other band swag?  

The lesson: Get out of the box.  And while you’re there, check out Marling - the music’s as good as the song box it comes in.