In one of the most unique and creative marketing strategies, Tom Petty And The Heartbreakers will be touring for their upcoming live box set, The Live Anthology (due November 24th), online. Instead of playing venues, Petty and company are presenting the box set as an online tour where you buy a ticket to download the 48 track set. Yes, you heard that correctly. An online tour to download a box set. Sure this sounds strange but unlike most digital downloads, you actually get something with your downloads other than just music.
The tour begins with a release of 24 of the 48 tracks spread out over eight weeks prior to the box set's release with the remaining 24 being released on November 24th (the retail release date). According to the tour's site, along with the 24 advance tracks, you will receive new band commentaries, archival memorabilia, vintage photos, videos, classic reviews from the shows and much more as well as a chance to purchase exclusive merchandise from the online tour merchandise booth.
If you decide to purchase a physical copy of the set, you have three options: a standard release which consists of all 48 tracks over four CDs; a Best Buy exclusive, deluxe version which adds a extra CD of live tracks as well as a Blu-Ray disc with all 62 tracks, DVD of a previously unreleased 1978 New Year's Eve concert in Santa Monica, Calif., a DVD of Martyn Atkins' unreleased 400 Days documentary from the 1995 Wildflowers tour and a vinyl copy of the 1976 Official Live 'Leg promotional album and finally, and a vinyl box set with 51 tracks on seven 180-gram LPs and a deluxe book.
Tickets for the tour go on sale 10 a.m. on Tuesday, September 29th through Ticketmaster. The Live Anthology is in stores November 24th.