'Fans want choice': Townsend teams with Prolifica Inc on D2C for Two Door Cinema Club
Two Door Cinema Club have partnered with Townsend Music for D2C.
The band’s fourth studio album, False Alarm, will be released on June 14 via Prolifica Inc, the management company’s label joint venture with PIAS.
Alongside its general release, the new album is available in multiple formats via the band’s online D2C store, powered by Townsend Music. Options include a signed CD; limited edition collectible red, yellow and blue vinyl; cassette formats; an exclusive Live From Finsbury Park bonus CD; and exclusive merchandise and prints.
Townsend has a longstanding relationship with Prolifica Management, having already worked on D2C campaigns with Maximo Park, You Me At Six and Circa Waves.
Bruce McKenzie, Townsend Music’s sales director, said: “We’ve got a great relationship with Prolifica and have run strong campaigns with a number of their acts. They’re a creative, ambitious company and their bands have hugely dedicated fanbases – the perfect mix for D2C success.”
Prolifica co-founder Colin Schaverien added: “As a company, D2C is an incredibly important part of our set up. Fans want choice and, in an industry where we are slightly obsessed with consumption over transaction, the ability to communicate directly to your fanbase, either through order to access on the live side or bundle choices is imperative to a well-rounded cohesive campaign.”
Townsend is celebrating its 20th year in the business in 2019. The company provides online stores for artist clients alongside tailored e-commerce solutions, including artist pop-up shops and ‘D2C On Tour’ campaigns selling album pre-orders at concerts.
Townsend’s list of artist clients includes Tom Walker, Kylie, Courteeners, Dido, The Darkness, Oh Wonder and Underworld.