Last night I saw the gentle, wild and kind of eccentric ingenue Goldfrapp at the Sydney Opera House. It was pretty sublime. I actually resorted to doing a little mobile filming which a) I never do and b) looked pretty crappy from all the way up in the nosebleed section. The point is, I wanted some way of reliving the experience. I came out of the concert and was greeted by a dull dull dull range of merchandise at the desk. The very same stuff that's been selling at gigs for decades. I realised merch-makers still have their heads in vinyl.
What I wanted was a personalised souvenir from the experience. Poster schmoster and I can download the album on i-tunes. Why not text me a link to download a clip from the night? Enable over the top hyperbolic gushing with other fans. Or give me a little post concert grab that really captured the moment for the band - they were clearly overwhelmed by the crowd's reaction. This idea of helping us relive the experience is something not just the music industry but brands could really learn from. The experience doesn't have to stop there. Help me keep it going.
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