Barenaked Ladies are no longer signed with a record label. As of 2003, they own all of their intellectual property going forward, and also are able to re-record older music to use as they wish. Given such a position, they are wisely exploring the digital age, to discover tools and resources to better develop and engage their fan base.
One recently discovered tool is crowdsourcing. They have begun using their fan base choose a few logos. Fans are asked to submit designs, as well as vote on which ones they like best. The theory is that the best will rise to the top. In their tests, they have also gone the traditional route of working with a professional designer. Each time, however, the crowdsourced design has been favored by both the band and the fans. They hope to use this idea to choose the cover art for their next album, due next year.
Clinton used half of this idea to a limited extent, with her choice of theme song over the summer. However, the content was preselected. The YouTube debates CNN produced used the other half of the idea, by allowing users provide content, but not the opportunity to help select it.
Who will be the first to put the two halves together? Though control over the outcome is ceded to the "fans", the engagement driven will provide significantly more value to the campaign than a controlled outcome would ever provide...
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