How Carina Round turned a concert film into vinyl sales
Background
For the 20th anniversary of her album The Disconnection, Carina Round had a full-album performance film she shot in January 2024. Rather than dropping a reissue and posting a few throwback clips on social media, she wanted to keep the celebration on her own site. Using Single, Round hosted the film directly on her Shopify store, turning the anniversary into a ticketed event that drove orders for vinyl and a limited merch collection.
Strategy
Round treated the anniversary as a release, not a reminder. Instead of posting the film for free, she sold it from her own store and built the offers around it.
Four moves shaped the campaign:
- Sell the film, don't post it: The concert film went on sale as a pay-per-view stream on carinaround.com instead of a free upload.
- Put physical product next to it: "Live in Concert" vinyl in several colors and a limited poster, each with a surprise gift, launched alongside the film.
- Use the film to lift the cart: Fans could add the film for $5 with a $50 purchase, or free with $100.
- Set an end date, then extend it: Sales ran on a clear schedule, and she extended the window when demand held.
Results
- Fans bought from 21 countries, so audiences will visit an artist's own site for an exclusive experience.
- 40% of buyers bought more than one item.
- Fans who rented the film drove 5.5x the revenue of fans who didn't, and 65% of vinyl buyers rented it too.
- Her team reports the limited-edition posters sold out.
Having the platform to release the concert film of The Disconnection 20 years later and being able to connect with fans has been an incredibly moving experience, not to mention how empowering it is for an artist to be so in control of the whole endeavor.
Why It Works
Anniversaries give fans an emotional reason to support an artist, but throwing archive footage onto third-party platforms misses the transaction. By hosting the film directly on her Shopify store, Carina Round turned a recording into an active sales event. Pairing a paid rental with physical vinyl and posters gave fans an immediate reason to add more to their cart, all while keeping complete ownership of customer data and sales.
