August 2009

Aug 03


Apple is exploring a new interactive album format code named “Cocktail” that could potentially bring new life to the Album AND the Music Industry. An executive involved in the plan is quoted by the Financial Times as saying it’s “all about re-creating the heyday of the album when you would sit around with your friends looking at the artwork, while you listened to the music.”

That’s all well and good but it seems as though the current state of the music industry has arrived to where it’s at because of a reason - progression. This new format is supposedly all about “re-creating the heyday of the album” but what can we classify this as - progression, nostalgia, retro, all of the above or none of the above?

I realize that this new format is being created to give fans more for their money and encourage them to buy the whole album versus single tracks. However, in order for this “Cocktail” to work it will have to overcome the way of thinking that most music consumers have these days - that albums only have 2 or 3 good songs that are worth the money and the rest is usually filler.  Let’s just dream for a second and imagine if “Cocktail” really takes off.  Perhaps this is what is needed to motivate artists to create albums with less filler. 

Of course, for the die hard fans I think this concept will work. Fans are always willing and wanting to get new content from their favorite artists. The question, though, is what “exclusive content” will be offered and will it be something unique OR will it be something you can find on-line within a few minutes of searching? 

I’m glad to see that the big names in the music industry are working on new ways to entice fans into buying music. It’s a sad, true fact but “just music” isn’t really cutting it these days. I personally think the “Cocktail” is a progression and a good idea, but it needs to be done right.  And who better to lead this initiative than Apple.

Click here to read the article in the New York Times

Click here to read the article in Financial Times

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