Physical or Digital Albums?
Kevin Rogers Cobus
Two burning questions have confounded the human race since the beginning of known existence:
- Why are we here?
- Should I print CDs or just offer a digital download of my new album?
To stay within the word count of this column, we’ll only try to tackle the second question.
There’s no doubt, that deciding whether to offer a digital or a physical album is tough. There is a case to be made for both approaches.
The Case for “Physical” Albums
Tangible connection with fans: Today’s world is one of connected isolation. We’ve reached a time where a hand-written letter is so much more valuable than a digital one because of the perceived investment of time and effort. Also, many people over the age of skibidi feel nostalgic about listening to music while holding a tactile jewel case or album sleeve in their hands. And as for the young ‘uns who don’t know this feeling, the concept of physical media may just be different enough to be cool again.
Potential for unique artwork and packaging: As artists, the physical medium allows us to create more of an experience with our project. We can make a collage of band photos, print the lyrics, offer some context to the songwriting, and showcase our balloon animals and pasta art… the possibilities for creativity are multitudinous. Plus it’s really hard to shoot an unboxing video with a digital download.
Appeal to collectors and audiophiles: Yes there are still those folks out there who collect records. Having a physical album will allow these wonderful people to add your work to their archives. You can also submit a hard copy to the Library Archives of Canada if you are so inclined.
Additional revenue stream at live shows: This is a big one. Even though fewer people know what to do with a CD other than protect a coffee table from drink rings, there are still those people at shows who want to show their support by purchasing something other than a t-shirt. And for those who still own CD players, may the Lord bless you and keep you safe.
Longevity and perceived value: Music is, sadly, perceived as a fleeting commodity these days because of its easy-to-consume nature, and thanks in part to AI, there’s a mistaken perception that music doesn’t cost a lot to make. A physical record can add a layer of longevity to your music that transcends the sounds it makes. Somehow the physical medium makes the work that much more real. Also, to this day many radio stations only accept physical discs for playlist consideration. A physical disk can give you some additional opportunities to stand out as an artist,
The Case for Digital-Only Release
Lower production and distribution costs.
Yep. Being a musician is hella expensive. Printing CDs (and… gasp… vinyl) can be cost-prohibitive. By offering a digital-only version of your album, you save a considerable amount of money. With the proliferation of turnkey digital distributors like Distrokid and TuneCore, the barrier to entry for music distribution is nearly nonexistent.
Environmentally friendly.
Let’s face it, the creation and distribution of physical media is taxing on the environment. Yes, even if you use recycled materials for your project, there is still a negative environmental impact. There is a strong case to be made for deciding against physical albums for the above reasons, for sure.
Flexibility in release strategies (singles, EPs, albums).
These days, fans tend to look for frequency of releases and extra content. The overwhelming amount of myriad content has only made us hungry for more. Physical copies of your record are a commitment; a done deal. Once it’s pressed, ces’t fini. This is something to consider if you’re planning to release multiple remixes of your songs, different versions, collaborations, et cetera.
Integration with streaming platforms and social media.
Some artists have decided to only offer a physical copy of their record, and that can be rewarding if it pays off. Fans may think they are part of something special by owning a limited run of your record.
On the other hand, your ability to share and promote the material is severely limited in today’s heavily connected world. If you’re going the route of printing exclusive, limited runs of your masterpiece, you need to be prepared to sink a lot of cash into something that is far more difficult to promote. And then what happens if you sell out of those copies? A great problem to have, for sure, but you should have a contingency plan in place if this happens. Are you going to print more? How will you accommodate those fans who are not able to purchase that work?
Considerations for Decision-Making
Does your audience want a physical CD? Have you asked them? Are you doing this for them, or yourself? Ultimately the choice is yours, but don’t expect that people automatically want one or the other. You should survey your audience to see if they’d be willing to support a physical copy before you commit, if possible.
Budget constraints are real for a working band. You need to be conscientious about where your money goes. Ultimately it may be better spent on the promotion of the material, or invested in your show setup for live performances rather than physical copies of the record. It will depend on where you are today with your trajectory and the goals you want to achieve.
Also, consider genre expectations. Certain genres lend themselves to different media. It could be that yours isn’t the type of music that requires the financial commitment of a physical record.
Long-term career goals: have you balanced these with the outcome of your record? What do you want to accomplish? What stage are you at as an artist or a band? Does it make sense to make physical copies? Maybe you just want to make a limited run? All things to consider.
Until next time, remember to have fun!
Kevin Rogers Cobus is a songwriter, guitarist and vocalist with over 30 years of gigging and recording experience. He plays in the indie rock band Shoemaker Levee www.shoemakerlevee.com