News Print Is Out, But Custom Printing Is In

Digital delivery has changed the music business, but true fans want collectibles. Now more than ever. Hence, the need to produce a special “package” and offer it in tandem with whatever digital downloads are made available. Fans want both the instant gratification of a download and the follow up physical object.

Arcade Fire Miroir Noir Deluxe DVD Unboxing from ian rogers on Vimeo.
[via Topspin Media]

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative direction at Bonehook in Portland, Oregon.