Kobalt and Spotify are introducing the traditional pre-order concept to the streaming market in the form of Spotify Pre Save.
The new Spotify Pre Save function will allow fans to do just that – pre-save a new record so that it is added to their library and playlists immediately upon release. The first album to offer Pre Save will be Laura Marling’s new album Semper Femina, which is released via her label More Alarming Records.
Kobalt says that the addition of the Pre Save feature will allow fans to engage with an album from the moment is announced, ensuring that they don’t miss it upon release.
David Emery, VP global marketing strategy, Kobalt Music Recordings, said: ”For an artist of such talent as Laura Marling, we wanted to come up with a way of making sure that her fans – a lot of whom are using streaming services now – didn’t miss when the new record comes out. As we're a technology company as well as a music company, we have the power to create something that solves this problem in a simple, innovative, easy to use way.”
Paul Hitchman, president of Kobalt Music Recordings, added: “This is one of a series of innovative marketing tools that we will be rolling out over the coming months for our Kobalt and AWAL clients. Our services are powered by technology that enables artists to take control of their careers and maximise the opportunities presented by global digital platforms like Spotify.”
Semper Femina is released on March 10 2017.