Apple and the four major record labels are reportedly collaborating on a project to boost album sales on iTunes. The move is an attempt to reinvigorate the album format, which has seen steadily decreasing sales since digital downloads took off.
The Financial Times says Apple is working with EMI, Warner, Sony and Universal to develop more appealing album download bundles under the codename ?cocktail’. The bundles will include additional content such as interactive booklets, sleeve notes and lyrics.
The per-track sales model on the iTunes store is blamed for contributing to the fall-off in album sales as digital downloads replace physical formats. Album sales in the US fell 14% last year, according to Nielsen. An executive close to the deal tell the FT that the new scheme is about ?recreating the heyday of the album when you would sit around with your friends looking at the artwork, while you listened to the music.?
Commentators point out that the industry initiative appears to offers little to revolutionise album promotions on the site. Record labels have long tried to offer digital extras to boost sales of special releases, with limited effect.
However, execs close to the deal insist the scheme will bring something new to digital album downloads. ?It’s not just a bunch of PDFs,? says one. ?There’s real engagement with the ancillary stuff.?
One of the stand-out features in the ?cocktail’ plans is the introduction of interactive booklets which can be played without going through Apple's iTunes software. The new feature may work especially well with Apple's rumoured new tablet-style device, which is said to be scheduled for release around the same time as the enhanced album content.
StrategyEye's related categories: Music Delivery Services, Online Music, Major Labels
StrategyEye's related companies: EMI Group, Universal Music Group, Sony Music, Warner Music Group, Apple, Inc.
