While purists still cling to their vinyl collections and scoff at the CD-buying masses, a local independent record label is breaking new ground by releasing its latest offering in a new format, a USB memory stick.
Is this a trend that could reshape the way record labels deliver music to the fans, or is this just a clever marketing strategy targeting the iPod generation? According to the Mail & Guardian‘s enquiries, the jury is still out.
Just Music’s Karl Anderson described the decision to release J’s new album, Closure, on a USB memory stick as a “venture into the unknown”, but says it is definitely a sign of things to come.
The USB release of Closure comes packaged in a see-through plastic tube containing a smaller version of the album cover and a 128MB Kingmax USB memory stick, which contains the album in MP3 format, four ringtones, 18 wallpapers, 20 photos and an exclusive acoustic version of the first single, Down Again.
The USB release will retail for R149,99, about R10 more expensive than the CD version of the album.The 128MB Kingmax USB memory stick retails for about R90.
The USB format was used by United Kingdom band Keane a few weeks ago to release a limited edition version of their new single, Nothing in My Way, and by Canada’s Barenaked Ladies to release a compilation of studio and live recordings called Barenaked on a Stick.
J says it feels weird to release his album on a memory stick, but that he is excited at the prospect. He points out the importance of finding innovative ways to distribute music.
Just Music worked with new media company Prezence to put together the Closure USB release. Prezence owner Tim Bishop says it is the flexibility a USB release offers labels that allows them, in turn, to offer music fans bonus tracks, ringtones, photos and videos. “It’s all about adding value,” says Bishop.
“We are now working with lots of labels and have some big mainstream releases lined up to be released in this format,” says Bishop.
Just Music is planning a number of similar releases next year, including the world’s first video compilation release on memory stick.
David du Plessis, the general manager of the Recording Industry of South Africa, says this move by Just Music is an “interesting space to watch”, because the success of the new format depends on whether or not other labels embrace it.
A number of buyers for retail stores are more sceptical about the USB release, pointing out that it will not fit traditional racking and this will make displaying it difficult.
“As a consumer myself, I don’t see the benefit of buying the album on a flash drive; I would sooner download it,” says one buyer, who does not want to be named.
Another buyer says the USB release could appeal to a younger target market, but only with the right kind of mainstream artist.
Danielle Brooke, a school student who was browsing in a retail store, says she will definitely buy USB releases of her favourite artists. “It comes with all the extra stuff and you can just transfer it to your computer.”
Another customer, who also wants to remain anonymous, says the choice between CD and USB is not important to him; it is the packaging that is important.
“When I buy something it is because I want it to be part of my collection, whether the package contains a memory stick or a CD is irrelevant,” he says. “If the package is not good enough to make me buy it, I will just copy it from somebody.”
He says it is “very cool” that J’s album has been released in this innovative new format.