At first, this struck me as a pretentious PR act.
But further reflection reveals a mastery of audience insight.
In a world where illegal downloads are commonplace, what alternative channels can commercial artists harness?
So making the t-shirt the core product, and providing access to the music via a link on the hang tag, is a masterstroke of contemporary marketing.
Mos’s approach identifies the expressive benefit of ownership, and amplifies that very same expressive element.