iTunes Store: The return of the [digital] 45 record
“Everything old is new again” is perhaps the best title for this new promotion from the world’s biggest record labels, which packages two songs together into a D45, or digital 45. In the tradition of the original vinyl 45rpm records of days past, the “A” side features a hit single and the “B” side an unknown song.
Here’s some promotional spin:
The vinyl 45rpm record once ruled jukeboxes and helped bring artists into the hands of true music fans. It was smaller and cheaper than a full-length, featuring two top-notch tunes for a great price. iTunes is bringing this concept into a new age with D45s—two great tracks at an equally great price. Get exclusive songs or grab the latest music from your favorites.
As of this writing, iTunes is listing a mix of both new and retro D45s, including:
• Kiss / Love or Money, Prince (1986), $1.99
• Clocks / Crests of Waves, Coldplay (2003), $1.99
• Brown Eyed Girl / Goodbye Baby, Van Morrison (1967), $1.49
• Use Somebody / Knocked Up, Kings of Leon (2009), $1.49
• Hungry Like the Wolf / Careless Memories, Duran Duran (1982), $1.99
• Hey You / I Like the Way, 311 (2009), $1.49* Links open the iTunes Store
As of this writing, the iTunes Store is listing 28 D45s, featuring music both old and new. Thereupon, there’s no obvious rhyme or reason to the pricing as some new music costs less than the golden moldies and having a memorable B side doesn’t mean a higher price either.
Still there are some bargains to be had and delivering smaller, less expensive bites of music is a step in the right direction for the record labels, which have struggled to find new formulas for profit in the post-Napster world.
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