Childish Gambino has, taken a slightly different route around bundling by doing a giveaway after fans have already paid for the product – in this case concert tickets. Those fans who had already bought tickets for his tour recently got an email (via Live Nation) explaining the giveaway.

“hi, this is childish gambino, thank u for purchasing a ticket to the ‘this is america’ tour,” he wrote in the caps-agnostic email. “here are two songs i’d like to share with you in preparation of the experience: ‘all night’ and ‘algorhythm’. these songs are not complete, but it is important for u to be familiar with them in order to participate, and therefore fully enjoy the experience.”

While the fans could use the link to download the tracks in question, Gambino had a request to keep the giveaway special. “please do not share these songs,” he pleaded. “these songs are for people attending the show only. keep this within our community.”

He has kept his side of the bargain and the tracks have not been put on DSPs, but the fans have been less acquiescent and ‘Algorythm’ is on YouTube (albeit with just over 7,000 plays a week after being uploaded by someone called GoatGoesBanana. The same individual also uploaded ‘All Night’ and it has only passed 1,000 plays in the same time, although a few other fans have also uploaded it (generating a few thousand plays each).

This is an example of what we can perhaps think of as the post-order bundle. Here fans are surprised with extra content after they have paid for something rather than being pushed into buying a bundle they might not be fussed about just because it’s the easiest way to ensure they get what they really want (i.e. tickets).