| Ur Sure Bet: Will USB Drive Future of Music? | |
I think this is important. It may not take off, but the opportunities inherit for USB drives and music is significant in my opinion and certainly worth exploring.
Together they offer a means of tying the digital world to the real world. Tying retail purchases to social networks and fan clubs. They could be used to take fan clubs in new directions - a WillieLive USB bracelet to fan club members could entitle you to free downloads of all future concerts. Or what about VIP access for fans that show up wearing said bracelets?
I should note that all I REALLY care about is the music. I don’t care about the cover art [I have never bought a CD because it had a “cool” cover], I don’t even care so much about the liner notes, although I do miss them at times. But one could easily produce a Digipak like package with an included or even glued in booklet, but instead of a plastic tray to hold a CD in place, there is a tray to hold in a USB drive. And of course the booklet and art would also be included on the drive as high quality PDFs [?] from which the art and liner notes could be synced up with your music player/collection. The ideas/opportunities = endless.
A Few Ideas
While the idea of MP3s and lossless files [and whatever else they wanted to include: videos, websites, pictures etc.] on one format appealed to me initially [USB drives = better MP3/FLAC delivery device vs. CDs IMHO], I was more interested in the potential of USB drives tied to kick start some innovation WITH music.
Many venues/bands/labels have offered USB recordings of live concerts on your way out of the show. That’s a start. But what about coming in? What if having bought a previous live show USB drive, you plug it into a reader on your way in and get a discount on admission [or at the time of ticket purchase] for future shows.
What if when you get home you plug in the drive and it launches a website only accessible to fans with a connected drive in place [almost every idea like this will be hackable – but we are exploring these ideas in a happy-carefree bubble of fake reality]? That site can offer anything the label or artist wants to share.
My biggest plan for USB drives extends that even further and ties it into a fan club, and at the next level an entire social network. What if venues or at least bands with laptops performing at them – have a USB input for members of a shared social network that one ups Facebook’s events – beyond simply stating you intend to be there, show up, plug in briefly and ….well you can get creative here, do they just get (fan) points, some benefits, free music, all the above?
All my potential concerns or fears regarding USB drives and connecting to social networks and fanclubs was erased when I read about a VISA experiment. In Korea, where “digital became dominant years ago” you can now use a USB Credit card. While I certainly do not know the particulars about the set up I am confident that if what they have is good enough for credit card transactions, then a similar set up will handle any security concerns related to any ideas in this post.
I have also seen business proposals for USB based shopping lists: users compile a list using software for such purposes onto a drive, take it to the store and plug it into the shopping cart display unit. Customers then get directions to items in the store they need, are offered coupons, and even recipe suggestions [up selling other products] for items they have on their shopping list. Combine such a service with the VISA USB drive and they can pay with the drive as well at the checkout. What types of related ideas could be used to encourage retail purchases in the music industry?
Delegate Passes/All the Info You Need - for festivals/events – that provide USB drives at registration which you then plug into systems that can update you over the course of the event [and that would of course include music from artists part of the event]. All print materials – focusing on greening aspects important to many festivals/events today, could be regularly updated when plugged into internet connected system w/show/venue changes etc.Take it a step further and develop a weekend command center for festivals into the drive. Twitter control, profile updates, http://sched.org/, maps, all the line-ups and everything else you need. Events could offer deals for fans that use the drives while also saving on costs for some print materials.
NIN used USB drives as a tool in the ARG promotion of Year Zero and I see countless ways to further embrace USB drives in future ARGs and marketing campaigns.
Positives, beyond ongoing use/experiments from bands and labels noted below, for USB drives and music include:
- Manufacturers and software developers increasingly see portable computing in our future. – which means more USB drive devices may be prevalent. There are many ways already to replace the need to carry even a laptop if you know there will be avalable computers where you are going. I have email, Thinking Rock [getting things done software] and a few other programs running off a USB drive now.
- Another key benefit to USB drives is that their ports are on every current computer - and ah, universal.
- Still a ways off but a faster and otherwise improved USB 3.0 is on the horizon
- Drive sales are now counted on the charts: USB music sales hit UK chart
Current Usage
While the format is still mainly in the realm of major level artists, you can find artists, and labels, at all levels exploring their use. Locally the only act I am aware of thus far is Shelter With Thieves.
Some Music USB Drive examples:
- Barenaked Ladies
- Willie Nelson
RadioheadEMI- Mars’ Volta
- White Stripes
- And Magnatune was doing it way back in 2005
- There are plenty of USB manufacturers and resellers out there, companies specific to the USB/music industry opportunities include All Access Today and Aderra
- This is one of the more hilarious examples I have seen: Band Sells Music on USB Drives with Character [from Korea].
The biggest downside of USB drives currently is their cost. Other issues not addressed include do fans want countless drives kicking around? Can’t be any worse than the useless CDs I have now can they? At least I could give the drives to friends and they could use them for other purposes, or you keep them in their nice Digibooks until you need them to get a discount to go to a show or need access to a members only section of a site – for which such perks could help such drives retain some value.
Getting back to costs - there is no guarantee such drives will replace CDs, in the coming months and years we should definitely see more labels and artists experimenting though as costs for drives continue to fall. In the end, consumer response will eventually dictate what role USB drives have in the future of music but if those in the music industry can not offer anything worthwhile or interesting….
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