Rhino’s Digital 45: A Format Worth Copying
In an era where getting fans to pay for music is difficult, new formats that offer extra value may offer part of the answer. To celebrate the 60th Anniversary of the 45 rpm single, WMG's Rhino is releasing a series of digital singles priced at $1.49 – $1.99 that include a hit, it's b-side and the original artwork. The initial release is 60 titles with 25 more to be added monthly.
It's an obvious play for consumers old enough to remember enjoying 45's, but variations on Rhino's concept have the potential to attract almost any fan. Remember the time you spend pouring over an album cover? I do, and I'd like to see Rhino add more content like a bio and discography. But 
beyond the hits, why shouldn't any artist or label take full advantage of this format that is more than a single track (and generates more revenue) and less than a EP. Some ideas:
beyond the hits, why shouldn't any artist or label take full advantage of this format that is more than a single track (and generates more revenue) and less than a EP. Some ideas:- Gems You Missed – A series of 2-3 seldom played but worth cuts
- Cover Up – The original song plus a great cover version or two.
- Something Old, Something New – The classic version and a cover by an unknown artist
You don't have to be a heritage act or have a deep catalog to riff on the digital 45:
- Three Sides – One song in an early studio version, the final mix and then captured live.
- Radical Mixes – two or three very different mixes of the same song perhaps done by the fans.
- Two Sides Of (Your City) – Two different bands each contribute a track to a series chronicling a local scene
- Artist X Introduces _____ - One song by a somewhat popular artist plus a track by their favorite new band.
Use your imagination. The possibilities are endless.
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Excellent ideas, Bruce! It’s great to have someone thinking outside the box when it comes to marketing music. Would you mind if I repeated these in my Music 3.0 book (if I can catch it before it goes to print)?
Good ideas, but the price is still too high. I bought these singles for maybe a dollar in the 80’s. The costs of producing and releasing them have been recouped many times over. The songs are widely available on P2P networks. There should have been a groundbreaking price along with the offering.
I concur with Old Record Guy. It would be great if these “45’s” were sold for no more than $1.50. I do understand that the added benefit of the cover art, booklet, etc. probably plays a role on the price, but, I think folks would be way more interested if they feel that they are getting a bargain by paying only 3/4 the cost of 2 digital songs these days ($1.98).
The inclusion of all the bonus reading/viewing material is definitely a plus though. It makes the experience more akin to actually going out to the store and purchasing these items.
My only complaint in regards to any digital formats is that I refuse to pay any money for any quality beneath lossless. I understand that the lossy formats help to save space on the ole hard drive or pmp, but, if I can’t get audio quality equivalent to the cd or actual 45, I won’t pay for it.
MP3’s are cool when you get them for free, but if you’re purchasing music for your own archival purposes, like myself, you need a little bit more.
Remember the time I spent pouring what over an album cover?