Music Industry CEO Asks If iTunes Killed The Album

Music Industry CEO Asks If iTunes Killed The Album

Music Industry CEO Asks If iTunes Killed The Album

Over the course of the last few years, the music industry has been struggling to cope with the way iTunes single-handedly changed the way music was consumed, from albums to $0.99 singles.

But is this earth change in the music industry simply due to iTunes’ ability to allow users to purchase just the songs they want, or could pricing fix the problem?

According to Eric Garland, CEO of Big Champagne, speaking at the New Music Seminar this week, the real thing killing the album is that $9.99 for an album doesn’t offer a significant discount over the per unit price of a $0.99 song, while historically, consumers have gotten a better deal on albums versus singles.

“Historically, the price of an album was five times greater than a single,” said Silverman, who believes setting the price at a tenth of an album’s cost was a mistake and that even $1.29 is too low. “It should’ve been a $1.99, and then we would’ve seen higher digital album sales because it would’ve been a bigger discount for buying an album.

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The good news for album fans like me is that the $9.99 price of albums is slowly but surely making some headway: 14% of all Universal Music’s digital sales these days are for complete albums. iTunes hasn’t necessarily killed the album… it’s just put it in semi-hibernation.

About the author

John BrownleeJohn Brownlee is news editor here at Cult of Mac, and has also written about a lot of things for a lot of different places, including Wired, Playboy, Boing Boing, Popular Mechanics, Gizmodo, Kotaku, Lifehacker, AMC, Geek and the Consumerist. He lives in Cambridge with his charming inamorata and a tiny budgerigar punningly christened after Nabokov's most famous pervert. You can follow him here on Twitter.

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Posted in iTunes, News |

  • http://www.cultofmac.com/the-clamcase-turns-your-ipad-into-a-netbook/41945 Eric Meek

    did they kill the album or save the industry? That the question. Im tired of hearing the record companies cry about making 100 billion instead of 125 billion. The way they see it, instead of making 100 billion in profit they see it as loosing 25 billion in sales year to year. Get over it. Accept it. Things change, thats life.

  • John T

    What killed the album were bands putting out album after album, year after year, with one or two songs people liked with the rest being crappy filler. Then they’d put out a greatest hits collection and it would be their biggest seller. Now people can pick their favorites and avoid the dross… where’s the mystery of why that is successful?

  • charli

    Apple allows them to set if single downloads are allowed. So why didn’t they just say no, it’s all album only. I’ll tell you why, fear. they were afraid no one would buy the album and went for the little money the singles would get

  • Johnny Rocket

    Let’s see, I can buy the whole album (CD or exceedingly rare vinyl) for $12.95 to $15.95, for the pleasure of the two or three songs I want, or I can pay .99 for each. Also, a digital copy is much easier to transport, less likely to melt in the sun, get scratched, etc.
    Suspect the artists still received their fair share of royalties, regardless of which version I purchase. So the real losers here— and that can be taken many ways– are those in the distribution business, who have had a field day for over 50 years, esp. when it comes to re-releasing “newly mastered” editions, greatest hits, live versions, compilations, etc.
    All iTunes did was deliver a great product that consumers want, at an affordable price.
    The “record” business is a dying industry, that has been so protectionist of its self interests that it failed to adapt with the times. And sad to say, the artists or music makers generally earn more money from touring and tee shirts than they do from album/cd sales. Plus, for years, the record companies “advanced” them money for their albums, then recovered those advances through sales. There’s less upfront money, but artists are no longer indentured servants.
    As Martha Stewart might say, “It’s a good thing.”

  • M

    When iTunes was first launched, offering legal music downloads for $0.99, music piracy fell 99% overnight!
    Had iTunes not come along, they’d have probably gone bankrupt by now.

  • MacinScott

    Album sales are dying because digital albums are priced too high.
    Most albums only have a few good songs (especially Hip-Hop), so why should users buy an album priced higher than the sum of the singles they desire?

    Digital albums need to drop to $7.99 to pick up traction. At that price, I’ll be more inclined to buy one and let the songs “grow on me”.

    Also, physical CDs are often available for $9.99-$11.99 for popular new releases — for the same or slightly higher price, users can get a higher quality physical copy. The cd can be ripped and re-sold illegally which I’m sure happens all the time.

    One more thing: iTunes doesn’t always apply the purchase price of singles to the Complete My Album price. Only is the singles comes directly off the main album but not if you buy a stand alone single released from the same album, which I normally do for the different artwork.

  • MacinScott

    The whole idea of an album really doesn’t make sense in today’s market.

    Artsist should release songs whenever they want, in whatever quantity they want. It shouldn’t matter if they have 1 song or 30 songs worth of material. the album is a dead format with the exception of the few concept albums such as Pink Floyd’s The Wall or Green Day’s American Idiot.

    I predict that we’ll see the album go away entirely when physical media dies.

    No more filler. No more stupid skits on Hip-Hop albums.

  • Mike

    iTunes killed the album sales. Video killed the radio star. Big whoop.

  • Mike

    @MacinScott Admittedly, as a personal preference I like Green Day more than Pink Floyd, but I can’t believe you just compared The Wall with American Idiot.

  • http://www.howiesweb.com Howie Isaacks

    iTunes can only “kill the album” if the albums are full of filler material because the “artist” was too lazy to create an album that was worthy of being purchased as a whole package. Years ago, when I used to buy CDs, I was very annoyed by the fact that the CDs often had 2-3 good songs, and the rest were crap. iTunes has allowed us to buy only what we want. If you want to sell a whole album, then fill that album with quality, and stop being lazy.

  • e.phemera

    Like blaming the local pub for killing the concept of a six-pack.

  • Dimitrie Ljuba

    Okay, here is the deal. For once, apple created something that actually saves the consumer a TON of money. The music industry before itunes was making a killing by selling “albums” for a lot of money with only 2-3 good songs on them.

    Most people buy an “album” just for 2-3 songs they like on it. hmmmm $3 for 3 songs I wanted…. or $10 for 3 songs I wanted and 9 other songs I never wanted…..

    The music industry needs to calm down for the fact that they aren’t making 50 more billion than they used to.

  • Paddy

    I buy lots of albums off iTunes. It’s rare that I would buy a single track; the last one was Peter Gabriel’s cover of The Magnetic Field’s ‘Book Of Love’, which I bought on its own because it was featured in Scrubs and I just wanted the one song.

    I think it’s very sad that albums may one day disappear, and I still remain skeptical about claims that they will. As a music lover (and a fairly large music consumer) I get very excited by the prospect of an album release by an artist I like.

    Releasing a constant stream of singles would completely remove that sense of anticipation and would totally ruin the enjoyment of putting on a new album and getting immersed in an artist’s world and sound. This approach to listening doesn’t fly so well with fans of pop drivel like JLS and Taylor Swift, but to be honest I wouldn’t be in the slightest bit bothered if all that manufactured pop disappeared and took the major labels with it.

    Pro-tip: If the albums you buy have only two or three good songs, you’re buying the wrong albums.

  • MusicBuyer

    What killed the Album, was the ridiculous price!

    I remember buying new vinyl at Tower Records, Licorice Pizza, Music Plus, Sam Goodies, etc. for $8.95, “ON SALE”! The prices kept rising, and the ratio of good songs on each album kept falling. New vinyl albums sometime sold for as much as $14.95!

    When CD’s were introduced, they were priced higher than vinyl at $12.00 – $16.00, for one or two good songs! Crazy!!

  • Mezzrow

    This is a case in which the customer drove the market. Once you could buy single-song downloads, those sales skyrocketed. The labels should have woken up at that point and realized they had clearly not been offering what their customers wanted. Suddenly iTunes was a force in the industry because it did. End of story.

  • imajoebob

    Let’s see: The music publishers killed the single and started charging 16 bucks for albums that used to cost 6 (list price). iTunes brings back the single at about the same (actual retail) price as when it disappeared, but the record companies still want 10 bucks for the album, even though they now have ZERO unit production and shipping costs.

    I’m convinced: it’s Apple’s fault.

    @eric meek – you left out the best part of music industry math. They complain because they used to make 125 billion in sales (or whatever) and now they only sell 100 billion. But they’re cost structure has so drastically changed that they’ve reduced production costs by 50 billion. They’re ahead but still complaining!

  • Davis

    Recording industry and RIAA killed themselves due to their own greed and stupidity. Apple’s iTunes simply capitalized on their mistakes.

    The poster child of the Recording Industry’s stupidity (and near-sightedness) is the washed-up artist formerly known as Prince.

    Prince recently claimed that “the internet is over”. And he blames the Internet for hurting the sales of his albums, etc. LMAO.

    P.S. — I purchase ENTIRE ALBUMS from iTunes Store. But I also purchase lots of (premium) $1.29 singles as well.

  • Chris

    The one missing statistic from the graphic, which is really important, is that the universal release of iTunes came out in October 2003 (Mac and PC). Once Apple opened the door for PC owners, look at what happens to downloads…of both iTunes singles and albums.

    Another interesting statistic might be to compare Mac sales after the release of iTunes for PC. That’s how I became a Mac user…I moved from a Dell DJ when Dell discontinued the line to a 5th generation iPod Video, then to iPod Touch, then to iPhone 3G, and then to Mac. The iPod was the “gateway device” to moving to all Mac…in our entire house. I know some people have issues with iTunes…I still think it works better than any solution my PC ever had to deal with large quantities of music (and podcasts, and videos, and games, and now books).

    I’d guess I’m not the only one that had that experience–going from PC to iPod to Mac.

    Lately, I’ve seen it stated that 70% of college students are going to college this year with a Mac. If that’s the case, Apple’s going to explode in the coming years in ways we cannot imagine.

  • Mark UK

    It’s a great time for musicians, bad time for the music industry.

    I mean that guy who autotuned the story about the guy whose wife was nearly raped on youtube sold the song on itunes and got to 89 in the US Billboard Hot 100 selling at least 40,000 downloads and after the person from the news report got half the profits was even able to get enough money to move his family out of the projects.

  • http://www.facebook.com/people/Karl-Malloy/100002020385349 Karl Malloy

    The best single price is obvious – it was the $2.99-$3.99 that CD singles and cassette singles were sold for.  Music industry execs lost in negotiations to the smarter folks at Apple.  If you apply the $3-4 per song to your graph above you get… isoprofit!!!

  • http://pulse.yahoo.com/_XGM4BHYDAJR2GYZO3EVQH2QQNA Tommy

    Steve Jobs – what a dooooooche.  I believe he actually does like music (and the music industry) and he thought he was doing everyone a favor by organizing music HIS WAY.  Well guess what…….

    His experiment has turned out to be a gigantic loser and he’s caused a lot of damage with HIS experiment.

    In the old days, there was a thriving “music-distribution” industry.  This was your neighborhood record store — which became your neighborhood CD store….

    Apparently old’ steve-O didn’t like to go to stores.  He wanted to sit on his ass and download compressed dog-sheeit MP3s into his headphones thru his skanky little macintosh.   I could go on and on about what this bozo envisioned, but the fact is —

    He destroyed a whole industry — that old business is dead and he killed it.  Which would be OK – except for the fact that he killed it with an idea that is proving to be a non-profit.  There’s a zero-sum game and a zero-it-out-completely game.  Dick-boy Jobs has come up with the latter.  His frickin iTunes will Never Be Profitable.  Never.  He destroyed an industry (that was fun) with an idea that is crap, and will never be profitable.  That’s sick.   That’s very sick.

    This evening I listened to some old music from the days before Jobs got in there with his compressed MP3 crapola,  and  I remembered how music used to be…. And after this experience, I’m now very sure it won’t be long till we get back to those good old days.  iTunes just needs to go completely broke for this to happen…. and it seems clear — that IS going to happen very soon.   So no need to fear — the JOBs anal-music experiment will be over soon, and hopefully AAPL will come crashing in on itself.  I can’t wait for that to happen!!!

    • http://twitter.com/MikeWilliamsk Mike Williams

      I don’t want to disagree with you, but I do not think iTunes is going anywhere anytime soon

  • http://pulse.yahoo.com/_XGM4BHYDAJR2GYZO3EVQH2QQNA Tommy

    Steve Jobs – what a dooooooche.  I believe he actually does like music (and the music industry) and he thought he was doing everyone a favor by organizing music HIS WAY.  Well guess what…….

    His experiment has turned out to be a gigantic loser and he’s caused a lot of damage with HIS experiment.

    In the old days, there was a thriving “music-distribution” industry.  This was your neighborhood record store — which became your neighborhood CD store….

    Apparently old’ steve-O didn’t like to go to stores.  He wanted to sit on his ass and download compressed dog-sheeit MP3s into his headphones thru his skanky little macintosh.   I could go on and on about what this bozo envisioned, but the fact is —

    He destroyed a whole industry — that old business is dead and he killed it.  Which would be OK – except for the fact that he killed it with an idea that is proving to be a non-profit.  There’s a zero-sum game and a zero-it-out-completely game.  Dick-boy Jobs has come up with the latter.  His frickin iTunes will Never Be Profitable.  Never.  He destroyed an industry (that was fun) with an idea that is crap, and will never be profitable.  That’s sick.   That’s very sick.

    This evening I listened to some old music from the days before Jobs got in there with his compressed MP3 crapola,  and  I remembered how music used to be…. And after this experience, I’m now very sure it won’t be long till we get back to those good old days.  iTunes just needs to go completely broke for this to happen…. and it seems clear — that IS going to happen very soon.   So no need to fear — the JOBs anal-music experiment will be over soon, and hopefully AAPL will come crashing in on itself.  I can’t wait for that to happen!!!