The music industry has changed rapidly over the last 15 years. The evolution from vinyl, to tape, to cds, to MP3s has forced artists to adapt the way they brand and market their music. For instance, instead of the 12 inches of artwork on a Vinyl jacket artists previously had, today we’re limited to an MP3 file and accompanying JPG.
Along with the format change our purchasing preferences have shifted. Most people no longer buy whole albums, but instead prefer to pluck a few singles from iTunes. The single is undeniably king. Unfortunately this comes at the cost of lost art.
Armine Saidi’s company Viinyl believes it has the answer. Viinyl launched yesterday at Superconf in Miami, and their aim is to give singles the art they deserve. Their motto is “1 Song. 1 Site. 1 URL.”. In a sense Viinyl is hoping to be the About.me of music. A place where artists maintain their own creative vision.
Preliminary case studies show favorable results for artists using Viinyl. 24% of visitors who saw the artist’s Viinyl went on to visit the artist’s social media page, and 5% of listeners decided to purchase the track.
(Special thanks to Auston Bunsen for inviting me to be on the judging panel at Superconf).