One of Sweden’s foremost record labels, Service, announced they’ll try a new concept to finance its releases. In a newsletter they write that they’ve analyzed the current state of the music business and, correctly, found that the technical revolution we recently have undergone is somewhat problematic. They also claim that Swedish pop music has lied fallowed. To compensate that and try something new in digital music distribution they announce to release five new artists and to launch a subscription idea called “Coop”.

The idea:
- You get all new Service releases digitally before the public release: sent to you directly in high quality.
- You get exclusive members-only releases.
- You directly finance and are responsible the production of the foremost Swedish pop art.

Simple and interesting enough to be worth 20 Euros for a 6 month subscription. If you like Swedish pop you should definitely join.

Apart from being good news for music fans this kind of intimate subscription idea is very interesting to follow in a business perspective. There is certainly a value in labels, as well as artists, creating their own exclusive subscription bodys. For the label it’s not very much more work, in return they’ve opened up for a new way of making money on digitally distributed music and will get adequate information about which their true fans are. For fans it’s a way of feeling exclusive in an all access era.

But here is also room for a warning. When you come up with a new idea it’s easy to put all your faith to it and think that this is the “rescue”. But this won’t change it all. It will be a great complement to many other ways of distributing music but it has to be seen as one of many ways. A very important one for inspiring to pay for music and tie the audience and the label closer together. But it might not produce a huge income. What it certainly will do is to produce trust between labels, artists and the listeners. Which I think will be enormously important, and priceless, in the future music landscape. The model of the future is to have many models – this is certainly an important one.