SETH WERKHEISER

It’s Hard to be Surprised on the Internet Now

Published in Internet, Music.

I wrote this in a recent Metal Bandcamp Gift Club newsletter:

I don’t know when I’ll be able to thumb through any used CD bins, or be surprised by an opening band on a Tuesday night. At the moment everything is laid out in front of our face. There’s no surprises.

That’s why each birthday wishlist is hidden, a mystery! No mention in the subject of the email of whose birthday it is, and you can’t mouse-over to find out who it is, either. Do you dare click?!

When can we dig through a friend’s record collection again? Well, not today, probably. But today you can scroll through someone’s Bandcamp wishlist (today’s has over 800 releases), or their collection, and probably find something new, or a release you forgot about. 

It’s not the same, but it’s the best we can do for now, I guess. Thank you for clicking.

In those newsletters, the link to someone’s wishlist doesn’t mention their name, and mousing over the link only reveals a Mailchimp-created tracking link (at least in your inbox, on your desktop), so you still don’t know who it is. You have to click.

In this world of click bait headlines, it’s hard to trust any link. Thankfully the Metal Bandcamp Gift Club newsletter has a click-per-unique open of like 60%.

Build trust by giving, serving, filling.

Metal Bandcamp Gift Club exists to funnel traffic direct to people’s Bandcamp wishlists, where people buy albums as gifts for their birthday. In 2020. This is driving album sales, and putting money into the pockets of artists. It’s a wonderful thing.