1. How do you usually buy music
2. Is artwork important to you?
3. What do you expect from a digipak?
I asked these questions over text because it means I can reach a number of people I know who I think would be part of our audience. Here is a tiny bit of background information about the audience members I questioned...
Audience member 1: 14 year old girl
Audience member 2: male in mid 20's who is in the music industry
Audience member 3: 17 year old male
In conclusion, although the two younger audience members made it clear that they appreciate and support their favorite artist's music, it was unlikely and rare that they would pay for a physical copy of a CD or an MP3 download. The slightly older audience member who is involved in the music industry always pays for his music, and seems to have high expectations of the digipaks of any album he buys.
The 17 year old male wasn't bothered about the artwork but in general the audience members agreed that artwork is important when investing money in the product, it also defines and presents the artist in a certain way.
My survey has made it clear that artwork is STILL important for a number of audience members most probably the minority or even niche audience in some cases but nevertheless it is an opportunity that shouldn't be missed to convey the artist's image and style as well as generate profit. It seems that some people are willing to pay high prices for these products, as audience member number 2 said that he usually buys the deluxe edition of a CD and goes all out!
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