byÂ Charlotte Hassan
Would you pay $1,000 for an album? Welcome to the latest industry experiment.
The Toronto-based Heights is best known for producing music in Canadaâ€™s hip-hop scene, with production credits forÂ likes ofÂ Shad, Greenpeace, TED, J Shiltz and several others.
Now, Heights (also known as Heights Beats) is trying an interesting experiment to counteract the steady decline in recording sales. Â Instead of giving away his album for free, Heights has decided to release his own album and has made it one of the most expensive albums ever, priced at $100 per track.
If fans want to get their hands on it,Â they will have to fork out $1,000 for the 10-track masterpiece. Â â€œâ€˜I made my album expensive,â€ Heights explained. Â â€œYou cherish what isnâ€™t easy to come by.â€
Casual fans will never bite, of course, but they probably wouldnâ€™t pay $10, either. Â And thatâ€™s the whole point: by appealing to die-hard superfans, Heights is creating something that can truly elicit the support of his top fans.
Buyers will receive something special: according to the artist, the $1,000 album blends more than 500 different beats, and took more than two years to create. Â Whether that justifies a $1,000 price tag is partly a theoretical discussion, but mostly a practical one. Â Because practically speaking, even if a dozen people buy this album, Heights has probably beat his Spotify and YouTube earnings.
Of course, not everyone can afford the album, even die-hard fans. Â With that in mind, Heights has chosen toÂ hold a lottery once a month for anyone who wants the album. Â The participant would be required to write an email to Heights stating the reason why they would like an album. Â Heights will then choose from the participants entries and offer the $1,000 album to the selected person.