On Monday BMG took the digital download market on its first small steps from niche gimmick to mainstream format. A digital download ‘single’ from Annie Lennox’s forthcoming album will be sold for £1.60 but, more pertinently, the single won’t be released in physical format. As seems to be the case with all digital initiatives these days, OD2 facilitate the initiative.
Based upon the older demographic of Lennox’s fan base, BMG have perhaps already assumed that single sales are unlikely to be strong and will only expect meaningful revenues from album sales. Either way, singles for major artists are increasingly becoming marketing tools and this digital download single is simply taking that process both one step further and into the digital domain. Within two year’s time I fully expect the digital download single to become a standard release format for many artists.
Until that stage, anything digital related seems to guarantee lots of free media space for artists – which simply makes the Internet an even more appealing marketing medium for artists.