The music industry dreams of being able to charge more for records, but no label has yet had the balls to try and demand £100 for a debut single.
Record of The Day have founded an imprint - Victorious Kiam (named after Victor, of course) - to push The Thurston Revival's first seven inch. And, yes, they're asking £100. There's an element of stunt pricing to it, of course:
Hmm. Fair point, but we're not sure the economic theory quite supports the professed experiment.
First, the record is on a very limited edition, which, coupled with the press interest, means a lot of the value of the disc is going to be determined by both its scarcity and its curiosity value. Then, there's this:
You might, perhaps, wonder if the sleeve by Cathy Lomax might be the call to purchase rather than the vinyl inside.
Record of the Day insists not:
Of course, it's all a stunt, but it's a lovely piece of marketing theatre and does raise an interesting question in an engaging way - more than a free ringtone with every download would, for example.
The choice of Victor Kiam for label inspiration, though, does carry a warning for those who would build their artist by making a huge splash in the press. As Kiam said:
The cost of the second single is going to be down to the quality of the music, and the quality of the music alone.