OK, you buy a new album and insert the CD to your computer. itunes opens the disc and automatically knows the album title, artist name and track names. How is this done?

Well the explanation is a ‘International Standard Recording Code’ or ISRC code. The IRSC is a unique identification system for sound recordings and music video recordings.  Each ISRC code identifies a specific unique recording or track which can be permanently encoded into a product as a kind of digital fingerprint.

Applications such as itunes read the ISRC codes and reference them against online databases. This then enables all registered information related to the album or songs to be displayed.

If you are an unsigned or independent artist that is selling music online, then you will already be using an ISRC code, even if you are unaware of it.

The main reason for ISRC is not just so itunes will display your song information. As well as accurate airplay data identification, ISRC is used by online music download stores for sale tracking. Every time a song is played on radio or TV the ISRC code can be automatically read and logged to a computer system to help with accurate airplay royalties be paid back to the artist. So whether your music is being played in Cardiff, Tokyo, or New York, it will be instantly recognised, all thanks to an ISRC code.

You can get ISRC codes when you register your tracks with an ISRC agency. In the UK this is usually carried out by PPL (phonographic performance limited) www.ppluk.com. A set of ISRC codes are issued and details added to an on-line database. The ISRC codes can then be added to your master at the PMCD pre mastering stage. During CD Replication manufacture these codes are copied to all your replicated CDs.

The problem with any direct mail campaign is getting your prospect to open your package in order to view your marketing message and not throw it directly into the office bin. One of the best ways of achieving this is to create attention grabbing CD packaging and use the CD to deliver your message.

A study conducted by Cambridge Associates shows that using a CD can increase the response rate of a direct mailing campaign from typically 3% using only printed materials to 7%. This may be due to the fact that the recall of your content on a CD is typically 40-50% higher than if you were using a printed brochure. Your conversion rates may also increase by as much as 20%. Now it could be thought that the production and distribution of a CD is far more expensive than that of a printed brochure. According to the study, a CD campaign can cost 10-40% less than that of a brochure campaign. It is also worth noting that the high perceived value of the CD, your prospect is far more likely to pass it on to friends and family.

Let’s say you transfer your 32 page brochure into an exciting CD presentation with links to your website. The content is replicated onto a CD and packaged in colour printed cardboard wallets for example. You post 10,000 CDs out to a mailing list of prospects. Firstly, you have already saved as much as 40% on postage costs because you are mailing a much lighter package. Secondly your prospect receives the package and discounts that it is junk mail. Your package is opened and your prospect views the contents of the CD. Your prospect can connect to your website for immediate purchase or they may supply further information which will assist you with future marketing. Extraordinary success is possible using a CD and a strong marketing message.

When looking at packaging DVD’s and CD’s you could consider the Digipak as an attractive modern alternative to jewel box packing.

CD DigiPaks are especially popular in the music industry for CD albums as well as multiple CD disc sets. Digipak-style packaging is often used for CD singles or special editions of CD albums and the tall DVD Digipaks are often used as a premium package for DVDs and DVD sets. CD Digipaks were originally only seen as limited edition or specialist CD products. However improvements in CD production and CD packaging printing techniques has meant that this sleek CD packaging solution is now available at much lower quantities and at much lower prices.

What are digipaks and why are they special?

Digipaks are a custom printed card packaging that can hold one or more CDs which are held in place with plastic trays. These CD flexitrays are glued into the digipak packaging. As it is made mostly from thick card, the digi-pack is practically shatterproof as well as allowing for a fantastic graphic display.

The most common CD Digipaks is the 4 panel which opens like a book. However 6 panel CD Digipaks are also very popular, providing a larger canvas for CD artwork and text information about the CD. The 8 panel digiPaks is ideal when you have a lot to say about your music, with a total of 8 panels of print available, you can be sure there is lots of space to print your photos, band information and lyrics of your tracks. Many UK companies do not have the facilities to manufacture digiPaks, however Replication Centre can offer 4,6,8 and DVD Digipaks.

The DVD Digipak is a popular alternative to the DVD box. It is now widely used for feature film DVD releases which are special editions because it increases the value and creates a premium product.

Digipak-style packaging is made mainly from cardboard which can be considered the more eco-friendly packing solution however it can also be seen as less resistant to wear than CD jewel cases. Replication Centre solves this issue by applying a protective gloss or matt varnish to CD/DVD Digipak packaging.  As an extra plastic coating either matt lamination or glossy lamination gives the Digipack even more rigidity, providing not only increased durability but also making the surfaces more water resistant.

In all, Digipaks give a product an expensive professional look and feel – especially when combined with, well designed CD artwork, for an affordable price.

Unless you have major label money behind you, the ability to self-promote your music is one of the most important skills you can have. When you don’t have money to hire PR people to run media campaigns for you, it is up to you to make sure people know about the music you are making. Getting started can be a little overwhelming, however there are steps you can take that will help you start out on the right foot.

Identify Your Goals -  Try not to cover too much ground. Have a specific campaign in mind to promote a specific thing, such as a new single or album, a show or gig, or a website. Once you know what to promote, you will be able to make clear goals for yourself. With these goals in mind, you’ll find it easier to come up with promotion ideas and judge their success.

Promote your music

Target the Right Audience - especially important if you are on a budget. No point wasting time and money letting a Hip Hop magazine know your new Folk album is out. With your promotional goals in mind, figure out who your target audience is. For example if you have a limited edition single coming out, your primary audience is your band mailing list, plus the media.
Have a Promo Package ready - this should include:

• A press release
• Any previous media coverage
• A short band/artist bio
• Contact details including email
• Colour photo or web link to one
• CD (this maybe a demo or the latest album)

Find your Niche - Try to find something that will make people more curious about you - give them a reason to want to know more. You don’t have to devise a huge, designed persona, but giving people a reason to check out your show or your CD before the others can only help.

Bribe Them - Even media people and label bosses love getting something for nothing, and you’ll whip your fans into a frenzy (and get new fans) by giving stuff away. One idea is to give away CD singles at a gig to every person who signs up to your mailing list.

Branding - Get your name out there. Make up stickers, posters, badges etc. and leave it anywhere you can. Soon, your name will be familiar to people even if they don’t know why.  And next time they see your advert for a gig – they may decide to check you out.

Keep Track of Your Contacts - Keep a database on your computer for the industry people you have met and another database of fan contacts. These databases should be your first port of call for your next promotional campaign.
So as you can see having CDs of your music is an essential part a campaign. It’s important to use a professional, effective and affordable company like Duplication Centre or Replication Centre to help create these CD used in this self-promotion process.

The movie industry’s worst nightmare is not just that sales of high-margin discs will continue to fall – it is that, as digital services grow, new players (notably Apple) will come to dominate sales, just as it has taken the lead in music with iTunes.

Record labels let the computer industry corner the market. First, illegal file-sharing sites such as Napster became music distributors. Then, legal ones took over – iTunes has racked up almost 10 billion sales putting money into the pocket of Apple boss Steve Jobs, not the music industry.

Ultraviolet is a grand plan for Hollywood to get right everything that the music industry has got wrong.

Movies have one big advantage over music – digital film files are so big that they are hard to stream and download quickly. The new-generation 3D films are even bigger. That makes it more likely that consumers will continue to buy discs.
Moreover, physical discs are more user-friendly than downloads – you can take a disc to a friend’s house; pop it in any portable player or even play it in your car. None of these are possible easily with a digital download.

The idea behind Ultraviolet, or UV, is simple – consumers would buy a new type of Blu-ray disc with UV technology built in. The discs work on existing Blu-ray machines, and will cost about the same as normal Blu-ray discs. What is new, however, is that the UV discs are bundled with a licence to view anywhere, anytime, on any device for ever. As well as watching the disc instantly at home, we will be able to watch it by downloading it from the web and saving it so that we can watch it on a laptop, smartphone, tablet or games console. Also, we would be able to stream it live to a computer or TV while away from home, as well as legally make a single copy onto a disc.

All the big studios (except Disney) are members of the consortium behind UV, and Sainsbury’s will be the first big retailer to sell UV discs from next year.
UV is being launched in Britain first, as new figures reveal that we spend more on home entertainment than anyone else on the planet – and we make more digital copies of the movies we buy than anyone else.

When it comes to films, people like physical discs, but they also want to enjoy film in new digital ways. UV is a dead-easy way allowing them to do both. You buy it once but you can enjoy it everywhere – for ever. It’s user-friendly and future-proof!

Most often when discussing CD and DVD replication, the conversation revolves around the production aspect. We don’t often think about the destruction or, in other words, what to do with the waste. As in many other industries, the CD/DVD replication business is trending toward sustainable packaging and other eco-friendly means of production, so that when discs reach the end of their life, they’re making the smallest possible impact on the environment.

Packaging

In addition to regulations trending toward more pollution controls for trashed CDs and DVDs, individual companies are taking the initiative toward sustainable packaging and printing. Recycled papers and cardboards are being used in the production of CD sleeves, and jackets can be made from 100 percent recycled fiber. These materials are not only eco-friendly, they are comparable to traditional products in terms of durability and longevity and aren’t limiting in terms of printing options. Plus, this new style of eco-conscious packaging is typically lighter and, therefore, cheaper to ship.

Printing

When it comes to printing, it’s difficult to avoid some of the harsh, petroleum-based chemicals used in the production process, but now the printing process is trending toward more natural inks. Soy and vegetable extracts can be used as an ink base, and several ink producers have introduced products into the market that are compatible with existing printers. And with these “green” inks you won’t lose anything in quality; your print jobs will be flawless just like they’ve always been.

Our Commitment

Here at Replication Centre, we strive to be at the leading edge of currently available technology, and are always on hand to advise on every aspect of the replication process, so don’t hesitate to give us a call to discuss your individual requirements.

There are two distinct technologies available for producing Optical Discs, whether CD, DVD or Blu-ray, and the choice of which to use for any given project is not always immediately obvious.

In order to help with that decision, it is important to understand the differences and the effects that those differences can have:

The first thing to remember is that whatever process is used, the data at the beginning and end are exactly the same, though there will be slight differences in the appearance and performance of the finished product.

Duplication is the name given to the process whereby the data are written to individual blank recordable discs using banks of high-speed writers.  Artwork is then typically thermal printed or paper labeled.

Replication is a much more involved process in which a glass master is first created from the original data. This master is used to make metal stamping discs which are used in presses to press the data wholesale onto polycarbonate blanks.  A reflective aluminium layer is then applied, and the discs are then lacquered, sealed and artwork typically silk-screened or offset printed.

All retail discs are replicated.

Replicated discs have no compatibility issues – they will play in all players and drives, whereas duplicated discs will sometimes not play on older stand-alone players or set-top boxes.  Recordable media are also more vulnerable to damage by prolonged exposure to sunlight.

The big advantage of Duplication is very quick turnaround time, and digital printing with no prepress charges, BUT the unit cost is higher than for replication, and duplicates can only have one layer of information, meaning their data capacity is up to 4 times less.

With Replication, the unit costs are lower (after mastering and other setup costs are taken into account), and multilayering is possible so the data capacity is much greater.

Because of the need for mastering etc., however, the turnaround time is longer, and the setup costs make it uneconomical for runs less than 500.

So, the ultimate decision is yours: is a lower price or time more important to you?

In general, though, up to 500, discs will be duplicated; over 10,000, discs will be replicated.  In between, the decision is yours!

Please do not hesitate to call Replicationcentre where our knowledgeable staff will be pleased to advise based on your individual requirements.

It is still by no means certain whether mass-market consumers will embrace the concept of buying all their entertainment digitally rather than on disc – the music sector is undoubtedly undergoing a huge transformation with the majority of singles now sold digitally, whereas most albums are still physical sales.

It is clear that most manufacturers and distributors would want to avoid the cost and effort of maintaining a large inventory, but they would be foolish to ignore the very real attractions of packaged media to the casual customer.

Even in today’s climate of price-deflation and stagnant physical sales, entertainment content still has the power to grab consumers in a way other product cannot, and retailers are putting a lot of effort into enticing impulse-buyers.

Browsing through a display of attractively-packaged boxes is the quickest way to secure a sale, but it does mean that the retailer has to maintain and constantly update their inventory. This does, however, leave the way open to having point-of-sale machines that can burn discs on demand as well as digitally printing the packaging and artwork. The retailer would then simply have a display of lifesize empty boxes for the customer to handle and make his choice from, without having to guess at stock-levels etc.

The technology for this is still some way off, so the market for replicated packaged media is set to thrive for a good while yet, as pure downloads can never re-create the experience of buying and handling a quality retail product.

Piracy

New technology has always been viewed with suspicion when it came to the stealing of copyrighted material, but none of these predictions have ever really emerged as a serious problem:

“Home taping will kill record sales” warned the record companies in the 1970s when copying LPs to cassette had become the norm, but once the Sony Walkman made tapes more popular, the record companies simply sold more pre-recorded tapes.

Copying CDs is also possible, but most people can’t be bothered and, provided the price is acceptable, would much rather buy a nice-looking finished product than waste time making an unappealing copy.

How much material will be electronically “shoplifted” if online sales become the norm is also down to price and convenience – if it’s easy to buy appealing product at attractive prices, and tiresome to steal, customers will pay.