Let's get physical: the fight against files

Though CDs remain the most popular format for music buyers, the plastic disc is in decline, under threat from downloads both legal and otherwise. Some artists, labels and retailers are beginning a fightback against the threat to physical music releases with innovative new formats and ideas – including USB keys and album badges. LAUREN MURPHY reports

IT’S BEEN a while since Jon Bon Jovi was described as anything close to a spokesman of a generation, but his recent denunciation of download culture resonated more vociferously than expected with music fans of a certain vintage.

You could argue that the rocker is being more than a little excitable with his dramatic statement that “Steve Jobs is personally responsible for killing the music business”, but in many ways he has a point. Although CDs remain the most popular format for music buyers, their value has been diminished by the convenience of MP3s, not to mention illegal downloads.

Nevertheless there are bands, companies and music fans still doing everything within their power to stay connected to the physical world.

Last week The Flaming Lips announced their plan to release several new songs on a USB key enclosed in an edible jelly mould in the shape of a skull, with frontman Wayne Coyne telling Billboard: “Everybody’s in the same quagmire now. How do you release music? What would be interesting? I’d just like to release music all the time and just put it out in all kinds of weird formats and not just collect it until we’re ready to put out every two years or so.”

The White Stripes released a slightly less wacky version of their album Icky Thump on collectible USB keys in 2007, oddball indie-pop band Of Montreal bundled download codes of Skeletal Lamping with items ranging from a paper lantern to wall decals, and Laura Marling made an event of her debut album by releasing it as a Song Box keepsake. Even Tinie Tempah appealed to his young demographic by releasing a version of his album as a collectible lanyard with a download code attached. Novelties? Perhaps, but it sure beats the throwaway nature of a computer file.

Record Store Day takes place tomorrow

THE RETAILER

Making music collectable has never been so crucial to the faltering retail sector. The past 12 months have seen many of Ireland’s independent shops close, but a glimmer of hope remains among the remaining retailers.

“We’re seeing more and more albums and singles coming out on different formats,” says Gennaro Castaldo of HMV. “Partly this is because artists and their labels are becoming more imaginative in how they seek to connect with fans, but it’s mainly because rapid changes to digital technology are making it increasingly possible.

“Ultimately it’s always going to be about novelty and niche – designed mainly to attract press or social media coverage to help a release stand out – and the vast majority of releases will remain on CD and digital formats. But it will be interesting to see what new ideas the tech boffins come up with. A few years back, HMV stores exclusively stocked the first single to come out on a USB memory stick – by Keane – and they sold out within days. They can be highly collectible and are likely to appreciate in value.”

THE CONSUMER

Twentysomething Dubliner Mark is a self-confessed “music obsessive” who has spent “thousands” on CDs in the past. These days, however, he’s more inclined to get most of his music via illegal downloads, unless it’s a collectors’ item or individually numbered limited release from one of his favourite bands.

“I just can’t afford to buy most CDs, apart from certain bands that I really like,” he says. “Music is too expensive these days. I can’t afford to chance €15 or €17 on a band that I might never have heard of. If I really love an album [that I’ve downloaded], then I might buy it. It’s a popular opinion that illegal downloading is a lost sale, but that’s not necessarily the case.”

He agrees that a certain amount of responsibility for the faltering retail sector lies with people such as him – but he also thinks that stores, labels and promoters should be doing more to increase footfall. Special events don’t have to be restricted to Record Store Day alone, he says.

“It would be a sad thing to not be able to physically browse a back catalogue in a shop, but I don’t see why some of the independent stores don’t tie into more in-stores or live gigs and stop solely relying on sales, or even the novelty releases you mentioned,” he says. “Getting people into shops again is crucial. I’m not saying that running a business is easy, but independent stores need to provide something the big stores don’t, and adapt to the online market – not just sit back and sink, like some of them seem to have done.”

And he doesn’t necessarily agree with Jon Bon Jovi’s sentiments, either.

“It was inevitable that people would find a new way to consume music – it’s evolution, plain and simple. The biggest challenge facing the industry now is giving music a currency that’ll steer future generations, and people like me, away from exploiting it.”