четверг, 3 января 2008 г.

Digital album packaging to improve in '08


DENVER (Billboard) - There is a reason people still buy CDs more than they do digital albums. Actually there are several, but viruses that come along with music via peer-to-peer sites (P2P) and a concern over digital rights management (DRM) aren't the only culprits.

Digital music files just don't provide the same amount of content that a CD package does. That includes liner notes, extended album art and lyrics. Buy a digital album today and all you get are a list of tracks and (maybe) a thumbnail image of the album cover that you can't even read.

It's one of the reasons music fans still turn to P2P networks for their music. In addition to providing music free of charge and free of DRM, P2P sites in many cases also include digital copies of such extras typically found in the CD. According to label sources and pirate network tracking firms, fans downloading full albums from BitTorrent sites almost universally choose files that include scans of the CD booklet over those that don't.

Of course, there is little that can be done with those scans other than view them on a computer. Imagine if the music industry and the digital music services got together and offered an official way to access the same content, but make it available on portable devices as well as make it interactive.

There are two ways to accomplish this. One is working directly with a digital music service and hardware developer to ensure all this new content has an outlet. The other is to go it alone.

For the former, iTunes is the most likely candidate.

Although hardly life-threatening, iTunes is facing new competition from Amazon and a variety of social networking sites. While it has made great advancements with the iPod, iTunes' innovation has been slow. The service looks and operates much like it always has. The only new features are in video.

In 2008, look for Apple to make nice with its label partners by offering a bit more with each download, such as lyrics and more interactive album art.

iTunes is the only music service that has a built-in video download feature. The others offer only streaming video. It's also one of the few services that feature a tightly integrated device -- the iPod. Apple is in a great position to roll out new features across its online store and its devices at the same time.

Microsoft's Zune is another place to watch for this, for the same reasons. It also has the integrated service and device, as well as ownership of the technical building blocks needed (such as Windows Media Player). And since it's still lagging far behind Apple in the digital music game, Microsoft could easily tap digital extras as a battleground for new market share.

The problem is that the four major music companies rarely work together on anything. So another angle would be for each to go it alone. If digital music services can't or won't incorporate better metadata into their downloaded files, look for third-party applications to emerge that will do so after the fact.

Early examples of this are two games developed for the iPod -- "Musicka," created by the developers of the original music rhythm game "PaRappa the Rapper," and "Phase," created by "Rock Band" and original "Guitar Hero" developer Harmonix. Both are rhythm-based games that let users "play" along to the songs on their device by pressing buttons at the right time.

The point is that if these game companies can do it, there is no reason why labels can't offer (or commission) their own iPod plug-in that will import better album art, liner notes and lyrics directly from the label or artist and ported into iTunes and the iPod.

In the year ahead, look for several efforts from both camps as digital music distribution becomes more important to the music industry as well as a point of increasing competition among service providers.

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