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timsimmons

Serpentine Prison (Matt Berninger of the National) 10/2

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Update and Insight
Every now and then a needle skips a groove, and it seems like we have, too.

Yesterday afternoon, we received one of the many pre-order emails we receive from our record labels and distributors on upcoming releases which includes photo assets, pricing, release date, and sometimes an "embargo date".  An embargo date is a strict date placed so no record stores list the album. 
  
Unfortunately, the email we received about Serpentine Prison by Matt Berninger did not contain the embargo date. So we naturally put it on our site and paid for 80 units of the album. We received word today that the actual date is 9/10, so we un-listed the album from our store.

Note, we also learned that a few posts were made on Reddit (we've since had the OP take down the posts) sharing the new release and the excitement. 

 

Just got this email from the link above

 

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I’m sure the advantage of posting it up immediately and getting the exclusive first wave of pre-order sales, while all other shops seemed to follow the proper protocols, had nothing to do with it. It was purely that they didn’t see an embargo date in bold red font and naively started selling the record.

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