Is Apple trying to reconstitute the CD?

Talk about a possible Apple tablet has increased over the past week, starting with an Apple Insider story Friday and a Financial Times story yesterday. The sources for the FT one seem to be in the music industry:

The device is expected to be launched alongside new content deals, including some aimed at stimulating sales of CD-length music, according to people briefed on the project. The touch-sensitive computer will have a screen that may be up to 10 inches diagonally.

Those “content deals”?

Recording industry executives said Apple planned to use the larger screen to offer new services such as interactive booklets and liner notes that come along with purchases of entire music CDs.

While iTunes moved legal sales of digitised music into the mainstream, the digital take-up for full CDs has disappointed the industry. Consumers usually select just one or two tracks.

Wow—liner notes and interactive booklets!

Whenever I read the word “interactive” it reminds of me of last year, during the presidential campaign, when everyone I knew was following electoral college scenarios on various news websites. A friend of mine told me he liked the one at LATimes.com. “They have an interactive map,” he said.

It wasn’t until later, after more discussions, that I realized he didn’t know what “interactive”meant—that he could, in this instance, click on the states to turn them red or blue and so change the electoral vote totals. He just liked the colors and accepted that it was, somehow, “interactive.”

All of which is to say that such packages aren’t going to do anything for digital sales of full CDs. People buy just their favorite songs from their favorite artists because, now, they can.

In the great pop era coursing through the first decades of the last century, people bought sheet music—of songs, not albums. In the first ten or fifteen years of the rock era, too, they mostly bought songs, in the shape of 45s.

There followed, in a happy confluence of commercialism and art, the album era, which lasted right up until 2001. It was a good thirty years for the record industry—particularly when it got folks to rebuy their collections on cassette and then CD—but it’s over now. We’re back to people buying songs, and there’s no reason it’s going to revert.

My theory? Steve Jobs is tossing another handful of gossamer dust into the eyes of the industry. The last time was when he allowed the prices of music at the iTunes Store to rise.

It seemed like a defeat for Apple. In fact, to the extent the increase—up to $1.29, from its previous across-the-board 99 cents—drove people back to the file-sharing networks and undercut the music industry’s sales even more, it worked to his advantage.

(I won’t be surprised, should the fancy-schmancy new album packages come to fruition, if the labels charge a premium for them. How much more would you pay for an “interactive booklet”?)

Whether the tablet will be a hit or not no one knows—there’s an argument against it here—but I do know that music fans are not going to go back to shelling out $10-plus for filler-laden hour-plusses of music, interactive or not.


4 Comments so far

  1. Jeremiah July 27th, 2009 10:06 pm

    As a producer, I’m happy about the demise of the ‘album’, and happy about the future of Serial Singles. I see it as a bit freeing for artists - we don’t have to expend useless energy on ‘filler’ tracks, and can concentrate resources on the strongest material only.

  2. andrew July 28th, 2009 10:36 am

    As a musician, I think that “Serial Singles” are a cop-out. An entire album should be strong material. Why waste the listeners’ time with even a single note that is “filler?”

    And what about pop bands who better showcase themselves in album format? (Radiohead, Wilco, My Morning Jacket, etc.)

  3. J Lee Harshbarger July 28th, 2009 11:39 am

    The record labels had their way particularly in the 1990s, when they had successfully killed off the 45 rpm single and the cassette single as well; many popular songs could not be purchased without buying an entire album. They loved it, but the consumers hated it so much that the illegal file sharing came about. So Apple helped the record companies by making legally available single songs. The record companies hate it, so they tried to get Apple to offer full albums only. Now they are trying this package deal. They never give up, do they? If artists released albums where all the songs were so good you couldn’t decide which ones, so you just wanted them all, that would increase album sales. But even then, sometimes you just don’t have that much money.

  4. Krzysztof Wiszniewski July 28th, 2009 11:39 am

    I don’t know… The reason albums drove the singles out in the first place is that they offered better value for money. An album of ten great - or at least good - songs cost less than ten singles would have, never mind the storage space. There is no reason that people won’t buy the new “digital album” if they see it as offering additional value.

    I for one like good packaging and liner notes, which is why I still buy CDs. I may be part of the minority, but then again - I always was. Most people don’t care very much about music in the first place. The real issue is that there is latent spending in this minority which isn’t being captured by today’s digital music offerings.

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