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Labels Targeting Hardcore Fans With Super-Deluxe Box Sets

7/6/09, 3:33 pm EST


As CD sales continue to slip, artists and record labels hope they’ve found a cure for slumping numbers by appealing to consumers with a taste for rock fetish objects: super-deluxe box sets. From Neil Young’s comprehensive (and $250) 10-disc collection Archives Vol. 1 to a $60 version of Dave Matthews Band’s new Big Whiskey and the GrooGrux King (complete with 14 lithographs) to the 45-disc Beacon Box capturing the Allman Brothers’ entire run at New York’s Beacon Theatre, deluxe box sets have seen a recent resurgence, with a new target audience in mind — the hardcore fan.

The new issue of Rolling Stone explores some of the biggest — and priciest — super-deluxe boxes coming out this year, what they mean to the record industry and why store owners are still nervous about stocking these massive sets in these hard economic times. But despite the recession, there are consumers out there willing to splurge on the extra product. The $200 reissue of Pearl Jam’s Ten sold out its entire 10,000 run, and earlier this year the Beastie Boys sold a fabric-covered vinyl Check Your Head for $100. “I know this sounds corny, but you’re talking about a record that someone’s had a long-term relationship with,” the Beasties’ Mike D tells RS. “People don’t mind spending a bit more money to get a more in-depth version that record.”

Also on the horizon: The $495 repackaging of the Pixies discography called Minotaur, a mind-blowing 77-disc collection dedicated to Miles Davis and, of course, Neil Young’s Archives 2 in 2010. For much more on the super-deluxe bonanza and the rebirth of the box set, check out the new issue of Rolling Stone, on stands now.


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Comments

MikeZ. | 7/6/2009, 4:00 pm EST

I put down my $100.00 deposit for the Allman Bros. Beacon box months ago, will it be worth it ? Well, I think so. Being the 40th Anniversary year, and 62 special guests,and they’re STILL replicating (not duplicating)…should be pretty special.

Time for.... | 7/6/2009, 4:03 pm EST

the comprehensive U2 box set.

Mike | 7/6/2009, 4:45 pm EST

Well in the case of Neil Young, he made a pretty big effort to have it be comprehensive in terms of quality and content, and has also gone out of his way to make it available in multiple formats and to make it available disc-by-disc for those who don’t want to buy the whole thing.

U2’s Joshua Tree re-release was also a model of a good box set. It had a never-before-seen video of one of the songs off the album, never-before heard tracks from the recording sessions, and a DVD of a concert that, while previously bootlegged, was also previously unavailable.

What I do hate though is when artists release a new album, and then a few months later a deluxe version comes out. So the big fans, having already bought the album in the regular format, have to buy it again if they want the added content. This is what happened with the latest Tom Petty album, and while I doubt the artists themselves are out to screw fans, the record companies are (and I wish artists themselves were more vigilant).

Then there’s Bob Dylan’s Tell Tale Signs, a special version of which was only available for a very steep price on his web site. For the extra money you got a third CD of stuff (worth paying something for) and a bunch of extra artwork/photos/packaging (stuff many fans would happily skip). Likewise Petty’s deluxe version had some sort of leatherbound packaging which many fans could care less about. They may have cared about the 4 bonus tracks (all of which should have existed when the original album came out), but it just seems like leather packaging is an excuse to raise the price further on a product that fans are buying for a different reason (i.e., the music).

I think it’s cool when artists get into the design of special packaging for their releases, but many fans are much more interested in the music and would rather save their money on fancy packaging.

Unfortunately, stuff like that described in the previous 2 examples means that the most hardcore and dedicated fans are the ones who have to pay. I know a lot of artists will say that no one has a right to their music at the price they want to pay (though Radiohead tried just that, to arguable results), it is unfortunate that the burden of the decline of CD sales is falling on the fans most willing to pay for the artists’ work, and not on those most willing to download for free.

As for the recording industry, the reason CD sales have gone down is that people are willing to download MP3s for free instead of buying a CD. They have 4 options: 1) go after downloaders, 2) go after enablers, 3) make those who are willing to pay shell out much more, or 4) find a business model that either allows for free music or somehow incentivizes everyone to pay. I know it’s tough, but 1-3 aren’t going to work, and 4 has to be the answer somehow.

Craaaig | 7/6/2009, 7:29 pm EST

GIve me aQueens of the Stone Age/Desert Sessions set! I’d pay out the wahzoo for that

danny g | 7/6/2009, 10:08 pm EST

anybody have any info on the miles davis box???

lady | 7/7/2009, 8:34 am EST

please make me a white stripes box with all the rarities…

Pete | 7/7/2009, 10:12 am EST

Mike is right about albums being out less than a year getting re-release treatment being disgusting. There should be a 10 year minimum rule on a re-release.

The best re-release I’ve purchased so far is the re-release of the Manic Street Preachers’ “The Holy Bible” 10 year anniversary. You got a new mix of the album that made it sound almost completely different in a lot of cases and a very good DVD with a informative documentary on the record, music videos and live performances. The worst I own is the NIN Downward Spiral re-release that has a totally unnoticeable remastering (since there was really nothing wrong to need to touch-up) and some shitty unreleased songs.

Have something to make the fans want to shill out the money and you’ve got a good strategy. But the industry will put out a bunch of rip-offs and sour everybody on the idea like they always do, inevitably. The sky will always be blue, the grass will always be green, and the music industry will always find a way to ruin a good thing.

disbot 3000 | 7/7/2009, 10:21 am EST

Mike,

That was a well thought-out, intelligent commentary containing logic and insight. This is your first time commenting on Rolling Stone’s sight, isn’t it. :^)

marty mcfly | 7/7/2009, 10:40 am EST

If a fan is “hardcore” enough to spend $200+ on one of these box-sets, wouldn’t they already own the band’s complete discography? Unless the set contains a ton of rare/live/new material, I don’t see the point of these things. Waste of money. The Pink Floyd “Oh by the Way” box set for $250 was the worst one I’ve seen – NO new material, just a freaking poster.

Anna | 7/7/2009, 11:16 am EST

in the case of the recent re-released Radiohead catalogue, that is EMI trying to make money off the band when they are no longer on their label….at least the band will still get something out of it.

idiot congressman | 7/8/2009, 7:41 am EST

ths giuy is totally shit…..MJ was great guy…..this congressman looks like a molester to me

Lee S | 7/12/2009, 5:23 pm EST

well i guess Mr king is ready for retirement, because this statement will almost assure him a room in the idiots rest home… his political life is at it’s end….. an he did’nt count the many fans!!! M.J had nor was he advised to look at the media coverage and the throngs of voters!!!!! that were giving their undying love to this alleged pervert, but who needs a great lifestyle as a congressman….. Right!

Hpuhxvle | 7/14/2009, 5:53 am EST

jZXMPY

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