Saving The Album Format
Feb 6, 2009
I think that there is still time to make changes to the marketing strategies of record labels and focus on the sale of the album format. When I say album format, I mean the sale of a collection of 10-13 songs that are sold either in a CD format or downloaded for sale as one unit and individually.
I admit I am sentimental when it comes to this format, but I am also realistic when it comes to profits in the music industry. My analysis is based on a little of both. My sentimentality is based on the idea that a great album full of 10 to 13 good songs creates a dynamic emotional experience for the music listener, which in turn creates a loyal fan and customer to both the record company's product and the artist's live performances.
Looking back at the history of the music industry yields a movement from the use of single 45s on vinyl as a configuration to be played on radio to the actual sold product. The industry realized that there was a bigger profit margin in the sale of the long playing album (LP). These profits continued to increase after 1983 when the compact disc was introduced because of both sound quality and durability. The record industry had a bump in the road with illegal downloading introduced by Napster. But for me Napster's biggest contribution to this industry, other than the introduction of digital downloading, was to expose the man behind the curtain.
For too long, major record companies had been getting away with selling an artist's CD for $15-$17 based on one good song that was played on radio. Part of the backlash against the labels was not the desire to copyright infringe, so much as it was to send a message to labels, that consumers were tired of buying 12 crappy songs for the one good song that was on the album.
I am continually amazed when I read quotes in Billboard Magazine by 20 and 30 something record executives that say they want to give consumers what they want and in the same article discuss ahow their company's profits have slipped. At no time have any of these executives ever addressed the need to improve the quality of their product. They are blindly fooled by the consumer habits of teenagers i that this is how the music industry product should be sold. They need to stop looking at pie charts and start listiening to the music they are selling.
I grew up with record labels that believed in the importance of educating fans on the ways to experience music. Most of the great artists I have loved and purchased albums by I have seen in concert (and a few I have produced concerts for)--artists like ZZ Top, Prince, U2, Stevie Ray Vaughn, Oasis, Jeff Buckley. As a result these artists gained life long fans like myself that can't wait to "experience" their next album, instead of breaking it up into small pieces, devouring it and passing it along as if it never existed.
Its really not too late to focus again on productng quality albums and the promoting their sales One suggestion for marketing is that the labels could delay the release of a CD on iTunes making consumers buy the CD during the tour of the artist. The labels could then do a full promotion on the 2nd release with digital retailers. selling only the full album. They could then wait a year before they break it up and begin selling the individual songs, and even then yuou don't have to give them the popular single. These are various ways to preserve both the format and the profits.
I admit I am sentimental when it comes to this format, but I am also realistic when it comes to profits in the music industry. My analysis is based on a little of both. My sentimentality is based on the idea that a great album full of 10 to 13 good songs creates a dynamic emotional experience for the music listener, which in turn creates a loyal fan and customer to both the record company's product and the artist's live performances.
Looking back at the history of the music industry yields a movement from the use of single 45s on vinyl as a configuration to be played on radio to the actual sold product. The industry realized that there was a bigger profit margin in the sale of the long playing album (LP). These profits continued to increase after 1983 when the compact disc was introduced because of both sound quality and durability. The record industry had a bump in the road with illegal downloading introduced by Napster. But for me Napster's biggest contribution to this industry, other than the introduction of digital downloading, was to expose the man behind the curtain.
For too long, major record companies had been getting away with selling an artist's CD for $15-$17 based on one good song that was played on radio. Part of the backlash against the labels was not the desire to copyright infringe, so much as it was to send a message to labels, that consumers were tired of buying 12 crappy songs for the one good song that was on the album.
I am continually amazed when I read quotes in Billboard Magazine by 20 and 30 something record executives that say they want to give consumers what they want and in the same article discuss ahow their company's profits have slipped. At no time have any of these executives ever addressed the need to improve the quality of their product. They are blindly fooled by the consumer habits of teenagers i that this is how the music industry product should be sold. They need to stop looking at pie charts and start listiening to the music they are selling.
I grew up with record labels that believed in the importance of educating fans on the ways to experience music. Most of the great artists I have loved and purchased albums by I have seen in concert (and a few I have produced concerts for)--artists like ZZ Top, Prince, U2, Stevie Ray Vaughn, Oasis, Jeff Buckley. As a result these artists gained life long fans like myself that can't wait to "experience" their next album, instead of breaking it up into small pieces, devouring it and passing it along as if it never existed.
Its really not too late to focus again on productng quality albums and the promoting their sales One suggestion for marketing is that the labels could delay the release of a CD on iTunes making consumers buy the CD during the tour of the artist. The labels could then do a full promotion on the 2nd release with digital retailers. selling only the full album. They could then wait a year before they break it up and begin selling the individual songs, and even then yuou don't have to give them the popular single. These are various ways to preserve both the format and the profits.
The digital revolution gave us so many good things. The labels are just not seeing the value it gives them to increase their sales of the album format through its use. iIstead they rely upon it as the only way to sell recordings.
The only reason music is becoming disposable is because the record labels are creating a product that is exactly that--disposable. Until the record labels change their philosophy and try to think about how to make money, instead of how to create a good product, they will slowly sink even further into a watery grave. I for one hope its very slow and painful. Because the good labels that produce the albums of good artists will again rise to the top. In the mean time I will be listening to my favorite Bob Dylan album, "Blood On The Tracks"--just to be sentimental.
The only reason music is becoming disposable is because the record labels are creating a product that is exactly that--disposable. Until the record labels change their philosophy and try to think about how to make money, instead of how to create a good product, they will slowly sink even further into a watery grave. I for one hope its very slow and painful. Because the good labels that produce the albums of good artists will again rise to the top. In the mean time I will be listening to my favorite Bob Dylan album, "Blood On The Tracks"--just to be sentimental.