John Legend has been doing his thing on the music circuit but until now has not been necessarily known for his marketing prowess.  In a subtle move to push more records via iTunes sales the artist has exploited Apple’s relatively new “Complete My Album” feature as a marketing crutch to promote his new album “Evolver” which is due out next month.

Complete My Album is an exclusive iTunes feature which allows users who have already purchased singles off an artists upcoming album to purchase the entire project when it becomes available.  Not only does it give fans the opportunity to purchase new singles as soon as they drop while not having to again for a full album but also gives skeptical listeners and opportunity to sample songs for 99 cents prior to making the full investment on the album.

Legend’s campaign began July 29 with the release of the album’s first track “Green Light.” followed by “If You’re Out There,” in August.  On Tuesday the artist dropped the “Green Light” remix for iTunes users and is scheduled to release two more singles on September 30th and October 14th before the full album drops on October 28th.

Using the Complete My Album feature definately creates anticipation for the upcoming project but it doesn’t exactly stand alone as a “marketing” feature.  Folks need to know the music is available so Legend’s online stategy has and will continue to be vital to the campaign’s succes.  Lil’ Wayne with his million and one remixes and singles has used the feature very aggresively and is in large part responsible for the success of his Carter III album.  We’ll have to wait and see if it has a similar effect on Legend’s music sales.