2. Integrated Extras With Album Purchases
Labels will always be in the business of shifting records, even with an increase in content streaming. But if this is to continue, record companies must amp up the traditional album with added extras for fans and casual listeners alike. In 2014, there will likely be an increase in the inclusion of added extras linked to with album releases. There will be a shift that will see artists cultivate an 'experience' around their music releases, instead of just chucking 12 tracks on an album and hoping for the best. We have seen this already with some of the biggest artists in the world and their 2013 releases. Lady Gaga created hype around her latest album "Artpop" by promising fans and accompanying app. The system promised to combine "music, art, fashion and technology with a new interactive community". It is a brilliant concept, because many fans download albums straight to their smart phones and tablets allowing for new levels of integrated listening. Beyonce stunned the world at the end of 2013 when she dropped an album with no promotion whatsoever, but took the concept of an 'experience' to the next level. The singer included high quality music videos to accompany EVERY song on the album and more, something totally unprecedented in the industry today. She labelled it a visual album and in another unique move, it was initially only released on iTunes. Of course it has seen a physical release, which gives the added benefit of being able to watch the videos on DVD. But this never before seen type of album is an indication of what is to come, where clever and unparalleled extras will become the norm. Of course, many albums are now released in two versions from the get go. It is possible to get your hands on a standard version or a deluxe version of the CD with the latter including between 3 to 5 extra tracks. On occasion standard and deluxe versions have different cover art, which is a great way to tap into the super fan market - those who must have everything in their collection. Top end true fan sets with the likes of posters, gifts and premium casings are also becoming more common, but at a hugely inflated price. 2014 will see labels get more savvy with their releases, creating even more choice for the already spoiled music lover.