Wed, Apr 28th 2010 4:11pm
The RIAA's blog is an endless source of fun, and its latest post is touting some figures showing the success of the recent "Record Store Day". Record Store Day is a yearly event started by a group of indie record stores that's grown over the last couple of years, and is marked with some festivities as well as the release of a lot of limited-edition records, CDs and other products available only in hard copy in certain participating shops. This year, there were 175 such products, and they helped boost the sales of indie shops. In particular, sales of vinyl albums were up 119 percent over the previous week, and vinyl single sales grew by 529 percent. But this isn't proof that the "we must sell music" mantra is correct; the sales increased not because people were buying music, they increased because they were buying an attractive, scarce physical product, like special vinyl picture discs or limited-edition prints. Record Store Day is a great example of how the packaging of a product that happens to contain music can drive people to buy it. The value consumers were paying for was in that packaging, not necessarily the content within it. Whether they know it or not, the stores and bands have given customers a reason to buy.
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