80s-era rock band Bon Jovi is taking a novel approach to fighting piracy of their upcoming album, Bounce. Retail CDs will be distributed with a unique serial number with which the purchaser can register in order to receive such exclusives as prioritized concert ticket purchases and unreleased music.

Finally, somebody in the entertainment industry is attempting to adapt to the changing market rather than rushing to protect an outdated business model. It is nice to see a fresh approach.