Posted June 2, 200916 yr The major label is pioneering a revamp of the mini album format, in a move designed to drive the youth audience away from illegal downloading. The major’s Polydor label will release the new album from Soulja Boy Tell’em, titled iSoulja-BoyTellem, as a mini album on June 22. The release follows the success of the Pussycat Dolls’ Doll Domination – The Mini Collection, which has sold more than 70,000 units in the UK. The revamp, which differs from the old mini album format in that it is based around existing hits rather than new material, is intended to retail at £4.99 digital/£5.99 physical. The physical format will be housed in a simple digipak. The Soulja Boy album will feature six tracks: hits Kiss Me Thru The Phone (currently in the top 10) and Crank That; future singles Yamaha Mama feat. Sean Kingston and Turn My Swag On; and two “street tracks” Bird Walk and Gucci Bandanna. Doll Domination – The Mini Collection is a pared-down version of the group’s 2008 album Doll Domination, with their A R Rahman hit collaboration Jai Ho! added on. Product manager Matt White says that the return of the mini album format is the result of extensive Universal research. “We found that young people were doing a lot of filesharing and illegal downloading because they don’t have the disposable income to spend £10 on an album,” he explains. “The idea of a mini album was raised to them and the response was very positive.” And he denies that the format is simply a return to old ways. “It’s not a return to how we used to do things,” he says. “The way that the business is growing, the kids are looking for different ways to consume music.” What is more, White believes that, by appealing to a younger audience, the mini album can help to foster the habit of music buying. “We are trying to encourage young buyers into the market, rather than illegal downloading,” he says. “When they get to the age of 30 then they will have moved onto buying full albums.” The decision to release Soulja Boy’s album on the format was, according to White, very straightforward. “We knew that Soulja Boy would appeal to that market,” he says, adding that the rapper’s US management reacted very warmly to the idea. Moving forward, the major will examine whether to roll out the format on an act-by-act basis, although White says that response among retailers as well as from Universal US has been very positive. The major will also look at releasing iSouljaBoyTellem as a deluxe version – another format Universal has arguably pioneered - in the future, bringing the release full cycle. The Soulja Boy album release will be backed by online marketing campaigns with Bebo, MSN, Sonic Network and Gorilla Nation, as well as additional marketing via Universal and independent databases. Source: MW
June 2, 200916 yr It is a good idea but Soulja Boy's probably perfect for this market because a full album would bomb horribly.
June 2, 200916 yr I love digipacks. MUCH better than the usual plastic casing. :wub: I suppose it's a fairly good idea, but as Mark says, surely just a cash-in?
June 2, 200916 yr I'm surprised nobody else mentioned this but the mini version of Doll Domination sold 70k? Now I think THAT is clutching at straws. It charted at #9, and has tumbled quite a bit (aside from the 2nd week), so how could it have sold 70k? Glorifying the concept of the mini album perhaps?
June 2, 200916 yr Tbh I think it's a lame idea. If they want to stop illegal downloading, sell of physical copies of albums for a decent price! Not £12..
June 2, 200916 yr I might buy one of these if the artist has a few good singles but I'd never dream of buying the album (funnily enough a bit like Doll Domination), but I'm hoping this doesn't become a popular idea...
June 2, 200916 yr Tbh I think it's a lame idea. If they want to stop illegal downloading, sell of physical copies of albums for a decent price! Not £12.. I get albums for £6-8 ish from www.cdwow.com or www.play.com or www.bangcd.com :D
June 2, 200916 yr I think this is a terrible idea. I hope this doesn't mean the end of album tracks if it kicks off?! I saw the PCD 'Mini Collection' in a shop, picked it up, saw the tracklist and went "WTF?!". Why would I want an album of just the singles? When I buy an album it's because I want to hear something new, what's the point in buying a collection of hits you already know? (I know people do that with Greatest Hits but this is even more lame than those)
June 2, 200916 yr I think this is a terrible idea. I hope this doesn't mean the end of album tracks if it kicks off?! I saw the PCD 'Mini Collection' in a shop, picked it up, saw the tracklist and went "WTF?!". Why would I want an album of just the singles? When I buy an album it's because I want to hear something new, what's the point in buying a collection of hits you already know? (I know people do that with Greatest Hits but this is even more lame than those) As bad as this is, a lot of the general public buy an album because of the singles.
June 2, 200916 yr Tbh I think it's a lame idea. If they want to stop illegal downloading, sell of physical copies of albums for a decent price! Not £12.. They're never more than a tenner in supermarkets and most can be bought for £8/9 online including free postage... I think the mini-albums are a great idea. The digipack casing is stunning to hold and £6 for 6 songs seems perfectly reasonable.
June 2, 200916 yr I might buy one of these if the artist has a few good singles but I'd never dream of buying the album (funnily enough a bit like Doll Domination), but I'm hoping this doesn't become a popular idea... 100% agree, I bought Doll Domination - The Mini Collection as it includes the only PCD songs I actually like; Jai Ho, I Hate This Part, Painted Windows and Hush Hush; Hush Hush...I'd never have bought their full album
June 2, 200916 yr I might buy one of these if the artist has a few good singles but I'd never dream of buying the album (funnily enough a bit like Doll Domination), but I'm hoping this doesn't become a popular idea... Well that's hypocrasy at its finest...
June 2, 200916 yr Well that's hypocrasy at its finest... Your attempt at using a big word fell flat as you spelled it incorrectly. :P But seriously though, do explain...
June 2, 200916 yr It's hypocritical of you to say you'd consider buying a mini album but also hope that it doesn't catch on?!
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