Dove Brothers lower CD prices

Several years ago, the Dove Brothers raised a few eyebrows by raising their CD prices to $23 apiece. They will raise a few more now, because they just announced another price change—this time, in the other direction. Starting now, all their CDs and DVDs (in their store or online). McCray Dove stated:

we know that this economy is the worst since the GREAT DEPRESSION! So the Dove Brothers have talked about this and decided that we know a lot of you would love to buy our music but at this time you just can’t afford it. Now our cd sales have been good and are doing well during this tough time that all of us are facing in America. But we want you to have our music in your home and in your car or on your lap top because we know that the message in these songs need to be heard and will lift you up when you are down. So the Dove Brothers have decided that until our nation is over this recession and the economy is back on its feet that all of our cds and dvds here on our web store and at our product table at a concert near you can be purchase for ten dollars each.

Of course, the table specials most groups offer bring CD prices down to $10/unit as part of the special, but this is an unusual move for individual titles.


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16 Letters to the Editor

Southern Gospel Journal welcomes letters to the editor. We will post the most thoughtful and insightful submissions. Ground rules: Don't attack or belittle groups or fellow posters, or advance heresies rejected by orthodox Christianity. Do keep comments positive, constructive, and on topic.
  1. I’ll be honest, I didn’t buy any because that was way too steep. I have gotten the last two projects from Springside, but not listened to them. This could be a great move for them. In Economics we were taught a basic principle. Some people overprice things and make less than if they lowered it. For example, it is more profitable to sell 200 CD’s at say a $3.00 profit than 50 at a $7. profit. I don’t know their profit margin, but just picked the numbers out of the air.

  2. I have had several people ask me why the Dove Brothers’ CDs have been so expensive. I did not know. I did know that at the last concert they did near my home town, even their older CDs were expensive. Usually, like you said Daniel, groups will run table specials where you end up getting a CD or 3 CDs for $10 each but that night their specials still had you paying $20 each. I purchased their “Unshakeable” CD from our local Christian bookstore for 13.99 plus tax. I asked them how they got it that cheap and they said that Crossroads sold it to them at that price or a little cheaper so they could make a profit I guess? I love to hear the Dove Brothers. I like their new CD. Not every song on there is my “cup of tea.” A couple are two country for me but “I Recall” and “King Jesus” are two of my favorites. Thanks for the update Daniel!!!

  3. That’s great! More artists should do the same thing, especially when considering that iTunes and other sites can sell individual tracks for 99¢ a piece.

    quartet-man: your example is perfect. In fact, I think the people who saw the recession coming and changed prices proactively ahead of time, they are probably doing much better than waiting til now to react.

  4. Most of the country acts and/or acts that hit the mainstream fairs and festivals have their cds priced at $20 a piece, since the Dove Brothers have been hitting a lot of those through the last few years, I’m assuming that’s been their way of thinking as well. It also encourages buying from the stores that sell southern gospel music, which are getting way too few.

    But this move is a classy one and a charitable one on the part of DBQ, and I can’t see any way that this would fail. Too many people will appreciate it, and hopefully it will encourage concert attendance as well.

    • Very well said. I agree that it is a classy move and I for one am excited that they have done this. I think they will have more volume of sales which will counteract the decrease in price. That goes back to what “quartet-man” said.

  5. Smart move by the Dove Brothers. Another smart move would be having someone with good grammar skills handle any and all press releases.

    • Ouch.

      (filler, filler, filler)

  6. The Hoppers normally sell their latest table project for $20, but right now you can pre-order their up-and-coming release for $11.98 off their website. Even with the shipping, it makes it less than the price of purchasing it in concert. I think this price is good until August 23, the day before the project releases. And if you’ve not gone to their site to hear a sample of the new recording, you’re missing out. I can’t wait to hear the whole thing.

  7. Thanks. I believe I said the same thing when they did raise their prices. I thought they were pricing themselves out of the market. Their prices went up as I recall due to the higher price of fuel (and of course later the economy going south). Sure that price was good if you could get it from at least nearly as many who would’ve bought them before and of course if no one else had them for sale. I really wish them well with this and hope that the principle holds out. If nothing else, at least hopefully people who have X amount to spend will still spend that much and buy additional ones. This too could help them to get a little lower price on replenishing them if they order more.

  8. Went to see Brian Free sunday night. They are still charging 20.00. The last few years the Inspirations were up to 20.00. I have stopped buying from all three groups since they went to 20.00 or more. At least Brian had a deal if you bought four cd’s the price was 40.00. That I could live with and I bought 4. One thing I have notice, it seems to be less people buy product at concerts. Very few people bought last week at a Hoppers concert in West Virginia. I don’t know how many people have taken the Booth Brothers up on there offer, if you don’t have the money to spend they still want you to take something home. We must all reach out to do things different to help each other. I would hate to see the day when our favorite groups can not travel to us. That would be bad no concerts because we priced our selves out of bussiness.

  9. I understand the economics of it all-believe me-I used to run a fulltime group and had to make a living on love offerings, fees and merch sales. So I get it.

    But the bottom line is that there are two factors at play-one is good old fashioned business. If SG groups provide good quality, run their groups well, and make good financial decisions, they can make it. The second factor is the God factor. He can pull anybody through any hard time or difficulty.

    But a group needs to run itself like a sound business. If you cant cut it from an audience-demand-for-your-product standpoint you probably are not going to make it….barring a miracle from God.

  10. McCray and I were talking earlier today. He said this wasn’t really a business decision. It’s a move to help more people in a slumping economy get their products.

    $20 is too much for some people to pay, but then $10 can be too much for some people to pay as well…especially if they have several kids and bought tickets to get into the show.

    It’s not really a matter of setting a price point where the profit will be maximized. It’s more about getting more CDs into the hands of fans who want to buy a copy. A $10 price point makes that a reality for some fans.

    Often they’re just wanting a certain song, like “Hold On.” I mentioned to McCray that another option might be to start doing singles again when they have a popular song. No record labels are really really doing that any more, though.

  11. Of course most people in the ministry want people to have their music and want to reach people. The fact is, some people will only get it if it is free. They could want it, not be able to afford it, or be able to afford it but not want to spend the money or consider it an extravagance. Others will take anything that is free. I believe that most people who go to SG concerts are from the church. Now of course one would hope that most at least are saved, but of course music can also minister tho the saved. Otherwise, most groups would be into trouble.

  12. So if there is an issue with selling CD’s these days, what else could these groups do to bring in revenue? Maybe it’s time to start thinking outside of the box. Besides my car, I know I don’t listen to CD’s much anymore, only MP3’s.

    There was a concert here in Atlanta that had Charles Billingsley and Karen Peck & New River. Charles had flash drives loaded with his songs for a semi-reasonable price. The CD’s didn’t look like they were selling much. Maybe there could be more package deals done, like bundling t-shirts or wristbands or something. Anyone else have any ideas?

  13. Well, the Dove Brothers have been selling jelly. :o)

    • I tried to figure out what the joke was at first, but I guess you’re being serious! 😀