Packaging the Experience: Attract Audiences to Your Records
Austin Convention Center, Room 15 (500 E Cesar Chavez St)
Speaker: Brian Grunert, Dennis Wolfe, Christian Helms, Geoff Peveto, Cheryl Pawelski
About: As downloading music has quickly become the dominant form of distribution, the importance and role of the physical product has been challenged. Why should a fan buy the album when it's more convenient to simply download it? As artists and labels have worked to answer this question, what's emerged are exciting new approaches to packaging, lavish box sets that become fetish objects for hardcore fans, the creation of new content that enhance the experience of "owning" a record, the exploration of multi-formatted releases, the re-emergence of vinyl, merchandise-driven marketing, and the innovative use of the web both as a distribution channel as well as an additional component in the overall experience. By mining the experiences and perspectives of a diverse range of music industry professionals, this panel will deliver its audience keen insight on how to not only package the record, but to package the true experience of an artist or band. The panel's audience will come away with a deeper understanding of how they might "package their own experiences." They will learn, specifically, how multi-formatted releases, reissued catalogs, specialty packaging, web-driven distribution, merchandising, and other creative concepts drive fans to additional content and unlock new audiences for the music and art they make.