Forgot about music appearing on vinyl, compact disc and MP3s (as in digital downloads). The record industry has a new gimmick to entice music fans back to the high street: a computer memory stick the size of a cigarette lighter.
The device, which will cost £3.99, will allow rock fans to transfer Keane’s new single, Nothing In My Way - as well as other music tracks, videos and screensavers - on to their own computer or MP3 player.
Aimed at techno-savvy fans and older downloaders, the gadget will go on sale exclusively in HMV stores from October 30th. Record label executives hope that it will develop into a credible alternative to the CD.
“You just plug it into your PC or Mac and that’s it,” said Jon Turner, general manager of Island Records, Keane’s label. “We’re very keen to see people’s reactions to it.”
Turner sees the device as a one-off opportunity and will be interested in how the consumer receives this new format. If this proves to be successful, he said that there could be more releases in 2007. “I do see it as a potential format for the future, but I don’t think it’s going to run down the use of digital services,” he said. “It’s an interesting experiment.”
While record labels have enjoyed surprisingly buoyant sales over recent years, the rise of internet downloads – in particular the success of Apple’s iPod music player and its iTunes online store - has cut into their profits and taken away much of their control.
Apple dictates the price of downloads, which restrains the amount that music companies make from each sale. And the battle over pricing has created a tense relationship between the different arms of the music business, with Apple chief executive Steve Jobs last year attacking labels for what he called “greedy” behaviour.
The long-term view is to revive the singles market, which has suffered from over-commercialisation and an unhealthy obsession with teenage pop fans, which are deserting physical sales in droves. Digital downloads now account for around half of all top 40 sales.
“Everything is moving towards download now,” said Simon Dyson, a music analyst with Informa. “I can’t see this being something that’s commonplace, but it’s a good idea for people who haven’t completely moved to downloads and breaking them in gently.”
But will it be successful to release new music on this format? I remember Sony releasing Mini Discs in the mid 1990s and this really didn’t take off. My main concern is sound quality and the price of releasing albums on memory sticks.
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