Their previous video went viral on youtube.
They’ve restructured their approach to their music and the market. But someone still talked them into doing this great Rube Goldberg contraption as an alternative video to their new release.
I think they are interesting artists. Hope it goes well for them.
Here’s BoingBoing’s take on the video.
Here’s [...]

Even if the customer’s question is “How does this save me money?” that doesn’t mean the answer is “I’m cheaper than my competitor” or “Because I’ll discount my price.”

Look closely. Both answers appeals to a benchmark entirely outside the customer’s business situation. Neither answer addresses the customer’s question.

Is your customer buying…
impulsive gratification?
the right to procrastinate?
the fact that someone else can’t have it, while they can?
looking good to a boss?
a moment of positive attention from a significant other?
stress reduction?
adventure?
self confidence?
a class or economic or social statement?
a way to reverse a risky decision (if it goes bad)?
security in the face of perceived danger or [...]

Understand what makes your product most valuable to your customers. Exercise caution when selling under any other circumstances.
Price is always a strategic value question. It gets short shrift in the business plan when the business doesn’t understand its customers’ buying decisions.
Price power is also why so many companies outsource noncore tasks or divest noncore assets. [...]

Charge more than your costs. Charge as much as you can. Charge as much as you should. Sound simple? It’s not…

The first rule of competitive strategy in a commodity market is to quit thinking of your product as a commodity. You may not ever see 80% operating margins or have all the pricing power you want. You also aren’t “exactly the same as everyone else.”
Every interaction with your company or its products, especially for consumers, [...]

You prove nothing about the value of your product or service by giving it away for free.
Giveaways will not automatically discover or build a paying audience for your work, because significant behavioral barriers exist between passively receiving something for nothing and doing the work of buying. Being willing to use something doesn’t mean [...]