If You’re an Aspiring Musician, CDs Still Matter
by Alec Plowman
There’s no two ways around it; physical media is dying.
According to the BBC, CD sales fell by 80% in the United States in the past decade as music lovers flocked en masse to streaming services.
When you think about it, that’s hardly surprising. Streaming is convenient, space saving and - if you’re a regular music buyer - cost saving in the long run.
However, the shift away from physical media raises a question for aspiring musicians; “if no-one buys CDs anymore, then what’s the point of releasing my music on that format?”
Even though they’re going the way of the dinosaur, I think that CDs are still a vital resource for upcoming, unsigned acts. And today, I’m going to tell you why.
They Ain’t Dead Yet
Yes, CD’s number is almost up, but there’s still some life in the old dog yet. While streaming may be king, physical media sales still account for billions of dollars per year. It’s a shrinking market, but by no means a small market, which is great when you consider that...
There Are Niches for Physical Media
Depending on what kind of artist you are, your audience might still demand physical media. In genres like metal, indie and jazz - often those where fans consider themselves “connoisseurs” - physical sales are still strong. If there’s a want for physical media in your genre, you’re denying yourself a revenue stream by not providing it.
They’re Dirt Cheap to Make
CDs aren’t expensive to produce. Even if you’re going for a premium product with a glossy booklet and digipak case, you’re probably looking at no more than $3 per unit for a relatively short run. Considering you’ll be selling those CDs at $10 a pop minimum, those are some pretty good margins. And if $3 a unit is too expensive for you, you can save money and get serviceable results using blank discs, a CD burner and an inkjet printer.
You Can Sell them at Gigs
If you regularly play your music live, then having CDs for sale is still a must. That’s because, when someone comes up to the merch table after your set, a CD sale is a surefire way to get them hooked on your music. Yes, you can direct them to your tracks on streaming services, but you’ve got no guarantee that they’ll follow through with that (especially if they’ve had a couple of beers over the evening). A CD is a tangible thing that you can put in their hand there and then.
From there, the CD is the gift that keeps on giving. Firstly, because the buyer has made a financial commitment by purchasing said CD, they’re invested in it, and by extension, you. Secondly, that disc’s packaging contains all your information - your website, contact details and artist name. In effect, it’s a business card that plays your music, which makes it more likely the buyer will seek out your live shows again. Oh, and of course…
People Still Have CD Players in their Cars
The number of CD players in homes has been rapidly dwindling for some years now. But, when it comes to automobiles, we’re looking at a slower decline.
It’s true that car CD players won’t be around forever, and companies like Ford have abandoned Compact Disc playback as a standard feature in their cars.
However, the majority of vehicles on the road today are still equipped with means to play physical media. And, given how many of us buy used, rather than new automobiles, that’s set to be the case for some time.
Once again, for gigging musicians, this is a major plus. If your prospective fan drove to your show and bought a CD, they’re likely to listen to that CD on the way home. Those repeat listens to your tracks are vital in cementing their appreciation for your music, and hopefully sending some repeat custom your way.
CD’s days may be numbered. But, for the time being, they’re still a useful tool for promoting your music. Don’t count them out just yet.
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