The report suggests that the aim of the game is to offer existing music purchasers their albums in a more interactive – and more expensive – format. Consumers will get the music they’re after along with other elements to boost the value of the digital deal, including photos, videos, lyrics and more.
Cocktail will enable music fans to play an album without having to open iTunes, though it’s expected to be limited to the iPhone and iPod touch
devices, along with the mythical but seems likely for imminent introduction Apple tablet device.
In an interesting glimpse at the behaviour of music purchasers, a major-label source told Reuters that, “when a digital album is released as both a standard music-only download and a deluxe download with extra content, the deluxe version typically outsells the standard one by 85 percent to 90 percent in the first few weeks after its release, even though it usually costs $2 to $5 more.”
“We as an industry have found that when you offer more content, there’s an appetite for it. So why not continue to offer more?” the source said.
Here at Distorted we’re of the opinion that developing a sense of art and invention around physical and digital releases is key to the success of future music sales.
We think physical product shall shortly be revolutionised, as some labels consider means by which the packaged music product can be both collectible, attractive and unique – something beyond a poor quality video or shipping the product in an over-size box.