Very smart, and I suspect soon to become pretty standard. It creates a buzz for the new Arcade Fire album, and it rewards people who pre-order their new album The Suburbs.
"Arcade Fire are offering an exclusive ticket pre-sale to a secret London show on a first come-first served basis to all those registered buyers of their new album on this site. The show will be on July 7th 2010 at a secret venue to be announced."
The gig is on the 7th July, tickets go on general sale on the 1st, but people pre-ordering the album by midnight on the 24th June get to buy tickets between the 28th and 30th.
"Ticket purchase is strictly non-transferable and is limited to 2 tickets per person. You will have 24 hours from the time you receive your email in order to buy your tickets. If you have not bought tickets by this time then the code will expire and we will notify the next person in the queue on a first come-first served basis."
It gives fans a reason to buy the album, rather than get it illegally, and it gives them a nice reward. Note that you have to buy the tickets for the gig, and that pre-orderers of the album aren't guaranteed that they'll be able to get tickets.
Very smart.
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