On-the-spot labeling and burning of CDs has recently opened a whole new market of instant ‘in concert’ souvenirs
What gets serious music fans seriously excited? Try bootlegs of a live concert they attended. But how to retrieve the thousands of concertgoers after the bootleg has been secretly recorded, labeled and manufactured?
Well, why not make them legal and sell them right after the concert, together with collectibles and souvenirs that fans are so happy to snap up at over-the-top prices? It’s happening as we speak, as improved technology for on-the-spot labeling and burning of CDs has recently opened a whole new market of instant ‘in concert’ souvenirs around the world.
Experts in this field are US-based Clear Channel Entertainment
and Disc Live
(headed up by the co-founder of hip hop label Loud Records), who have or are about to set up CD burning on the spot, using sophisticated audio recording systems and stacks of CD burners, which can duplicate up to eight discs at a time (sources: NYT and TrendCentral).
Clear Channel’s ‘Instant Live’ venture announced that of all concertgoers they offered their instant CDs to, an impressive 30% was happy to take the bait! In the Netherlands, Sony Music
scored similar results when they sold instant CDs to visitors of ‘Acda en De Munnik’ concerts in March 2003.
What better way to make money than to offer pre-concert ordering or on-the-spot selling of unique and highly personal content? Going back to the authentic musical experience, and selling the recordings while an audience’s ears are still ringing, will bring back at least some of the bucks, euros and yens lost to the Napster/Kazaa phenomenon. And what about the live DVD? Springwise is willing to bet that if one-third of fans want to buy live CDs, even more will want to own a copy of the full concert in moving pictures. (See “DVD singles” below!)
23rd May 2003
Website: www.clearchannel.com/, www.disclive.com/