Universal Rethinks the CD Jewelbox
A major label will soon offer European customers three different tiers of CD releases, each with its own distinctive type of packaging. Universal Music Group announced that top releases will get a deluxe box (über-jewelbox? treasure chest?) potentially featuring bonus DVD, extra tracks, expanded notes, and other attractions. Mid-tier releases will get "super jewelboxes," a with round corners, stronger hinges, and heavier build quality. They sound a lot like the boxes already used for SACDs. Bottom-tier releases will get cardboard sleeves, though I'm not sure if that means a Digipak-like package (paper gatefold enclosing plastic spindle) or an all-cardboard "wallet" type. A competing budget label, Brilliant Classics, has had great success with wallets, marketing cheaply packaged but delightful boxed sets up to and including the now legendary 160-CD Bach Edition. Pricing for the Universal tiers will be €19.99, €14.99, and €9.99 respectively. As of this morning, a euro costs $1.28, so none of the tiers is cheap by American standards, though there's no telling what will happen if Universal brings the scheme across the Atlantic. Why this, why now? "We can grow the CD market," said a Universal executive—or at least, "slow its decline."
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