slick on both sides

mos def album

PSFK reports that Mos Def has launched his new album as a t-shirt.

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?

The music t-shirt has long been a valuable source of social expression; they’re what Hugh MacLeod might term ‘social objects‘.

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.


With thanks to PSFK for the info and image, and much kudos to Mos Def


3 Responses to “slick on both sides”

  1. 1 Rashmi June 23, 2009 at 08:48

    Ya why not…If Adidas shoes will come with Sony walkman inbuilt then why cant music be launched thru T-shirt.
    [More on

  1. 1 Not Another Mindshare Blog | Transmedia marketing Trackback on June 23, 2009 at 16:26
  2. 2 | THESCRAPBOOK Trackback on June 29, 2009 at 21:42

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