CD Packaging: Physical Fanatics Want Innovative Releases
Based on findings by the Future Business Research Group and described as the first-ever industry-wide segmentation of the British music-buying public, the study found that ‘Physical Fanatics’ were among the segment of music fans prepared to spend significantly on CDs and vinyl recordings.
“Physical fanatics represent about 11% of the [U.K. music-buying] population and about 11% of the total music spend,” said Mark Uttley, Sony Music Entertainment‘s head of insight. “Although tech savvy, they are older [than digital buyers]. For them, discovery is about discovering old gems from back catalogs. They want a big connection with artists and love box sets. They want innovation in physical recordings.”
These include extras added to CDs such as DVDs of the artist in concert, Documentary of the album’s recording, free coupons for ordering merchandise.
“The industry is unlikely to get them to start downloading unless digital begins to have the trusted voice of old record stores. They have been buying [physical recordings] all their lives and they want to be rewarded for their loyalty,” Uttley explained. [Billboard]
This just means that it is almost NECESSARY for musicians to reinvent and find innovative ways to offer something more than just music to the fans. Musicians should pay more importance to how they(ahem) package their CDs, DVDs, or Vinyls because it DOES matter a lot to their loyal fans. These “physical fanatics” would love to collect your CDs as long as you give them something more than the regular stuff. Give them something that music download could not give- fancy physical collectibles. Time to get more creative guys. Good Luck!
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