They say it’s all in the packaging. But is that true when it comes to indie music? Is something more appealing when it’s dressed up all nice and accompanied by special un-ordered extras?
I’ve noticed a trend recently– labels and artists are trying to give a personal touch to the records they distribute, to both customers and writers/bloggers. Is this an attempt to forge a connection between producer and audience, or is it a blatant display of bribery?
One artist said he was sending me a “CD.” Instead, I received two extra cassettes complete with DIY art and a swatch of paper with candy dots on it, in addition to the CD. (Hey guys, thanks!) For the record, i’ve only listened to the CD so far. Another label sent In and Out Burger stickers.
Chocolate Bobka, blogger, writer and show promoter, is about to launch “The Report,” a personally bound for each order “magazine.” Depending on how much you pledge to the project, you may also receive cookies, and a host of other treats. Is that personal touch the connection we are all missing from living our lives on the Internet? Is it a suitable replacement? Also for the record, I don’t have much money so i couldn’t pledge much, but damn I want to get cookies!
So what is this about, really? I don’t think extras are included to try and elicit warm reviews. No, I think they are included to try and bring people together, IRL (in real life.) Because no matter how connected we may be to our music, on a personal level, being connected to the producers of that music/cultural product, is also something we all most likely want. And why not?
The music industry gets smaller, and consumers demand more personal attention. Why do we think all these famous people are on Twitter? To connect.
What do you think?
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January 29, 2010 at 2:03 pm
shawn
I don’t think the personal touch is newfound at all. When I was reviewing demos for the Iron Horse 6-7 years ago I would find a package every so often that had something special, setting it apart for the rest. I think that it’s so easy for a new artist to consume themselves with coming off as professional that they forget how important it is to be unique. When I think back, I don’t remember the slick, “professional” looking demo CDs and press kits. I remember the cute, hand-written, crayon colored, personalized CD-R or cassette tape demos because I felt like they were speaking directly to me.
Let’s face it, there are SO many bands out there today and they have to fight harder than ever to get noticed by anyone. If it weren’t for blogs like Microphone Memory Emotion for one, most bands who are putting their hearts into making amazing music would never even get a mention for which they can google themselves! Sometimes it seems like if you’re not Radiohead, Arcade Fire, Animal Collective, Dirty Projectors, or Vampire Weekend you don’t even exist (and when’s the last time any of those bands sent anyone cookies???).
January 29, 2010 at 7:06 pm
Dickie Greenleaf
I agree. I used to work with some indie bands in the late 90′s in NYC. I always told the bands to go to the $1 store and buy stupid stuff and put that in the jiffy mailer.
I don’t know, when I was a music director at both radio stations I worked at, I liked getting packages that were hand made. Maybe not so much with glitter, but getting a handwritten note yes.