Inspiration is all around us. It stems from our past and our present. It helps us to move forward, savor each moment, and plan for the future. Sometimes inspiration is right in front of us…and sometimes its the most common sense solution to a set of problems.
With the release of Underoath’s album Lost In The Sound Of Separation, we were violently being thrust into a day and age where actually selling music to fans was becoming harder and harder. The value of music was inherently beginning to diminish amongst our demographic and free music was becoming more and more widely available. Behaviorally, exchanging music had become as common place as sending an e-mail. One click of a button and an entire artist’s catalogue could be yours in minutes. In an attempt to bring more value to the physical product, we channeled our inner-Willy Wonka and developed a special “Golden Pass” tour laminate that was randomly inserted in Underoath CD’s across America. Working in conjunction with the band, the recipients of such a pass would be given free access to any Underoath show for the rest of eternity. It worked. In its first week, Lost in the Sound of Separation debuted at No. 8 on the Billboard 200 charts, selling 56,000 copies in the US alone. To date, over 82% of the album’s sales have been physical. While the “Golden Pass” alone can’t claim total credit for the album’s success, it created a new incentive to purchase the physical product rather than do something a lot less…legal.