A couple of days ago, Apple introduced iTunes9 and demonstrated a new iTunes feature called iTunes LP.
That’s “LP” as in long-playing album.
Those of us who were of music-buying age in the 1960s (not me, old man), 1970s and early 1980s remember some of the albums we bought.
I remember a Santana album back in the late 70s that came with a really cool poster. Others came with liner notes that included lyrics, tour photos and all sorts of special items that only a real fan could appreciate.
When CDs rolled into town, most of that ground to a halt. You had to survive on just the music, which was getting companded and less rich-sounding by the minute. No, this isn’t an audiophile rant. Maybe later.
A few groups included little booklets in their CD packages, and over time, some shipped CDs with bigger packaging and extra treats, but these were rare.
Then, MP3s arrived and the last vestiges of liner notes were gone.
This week, they returned.
In the video above, you can see Apple exec Phil Robbin showing off the iTunes LP feature. Watch the 3 minute clip before moving on. You need to see it before our discussion continues.
Whether you sell software, food, $700 blenders, recreational vehicles, luxurious experiences in a bed and breakfast, or detail cars – you’d better get what “LP-ing” means to your marketing and sales process.
How can your products and services benefit from being presented in that way?
Look at what you sell through the lens of iTunes LP. You should have already been doing so – we’ve talked about using audio and video to market/deliver your services but now, you have a great new example.
iTunes LP just scratches the surface for now, just like iPhone/iTouch apps. You have so many opportunities to leverage these capabilities, but you have to take advantage of them even if they aren’t perfect.
We’ve come a long way since 1994. Internet/technology-wise, it’s just past 8am. There’s still plenty of opportunity.
Get to work.
Postscript for the argumentative
Some might say that Apple copied what the Microsoft Zune HD already does. So what. Both copy what was done 20 years ago in a vinyl record. Does that make it less useful? Less impactful? No. For that matter, the iPod and Zune are modern day versions of the Sony Walkman, which copies…. (and so on).