Wait, Why Are Rappers Still Putting Out CDs?

Instead of the usual Wendesday sales column, I was inspired by an email I received today to take a slightly different tact. Since this email was sent by someone who works for a major label, and they're essentially ranting, I need to do the Deepthroat thing and protect my sources (no, not that Deepthroat, this Deepthroat), but here's a rough transcription of what they said:

"If you still think physical sales of CDs matter you're in idiot.

First, digital downloads can continue to do significant sales well after it's initial release. Just take Coolio's "Gangsta Paradise" a song whose sales increased 58% this week after it was featured in the "Green Hornet" movie. Do you think anyone's going to a store to buy "Gangsta's Paradise"? Fuck no. It's only because it's so easily accessible as a download.

Second, every so often an album will still blow, but the vast, vast majority never sell anything approaching significance. So unless you're one of the .001% of new artists that are already superstars (like Drake, Nicki Minaj), why actually release a physical copy of your album?"

It's actually an excellent fucking question. As those who have paid close attention in "Your Favorite Rapper Is Poor" class, artists actually pay to have an album released (the label makes them share in the packaging/distribution costs). Since 99% of albums won't sell enough physical copies to cover the costs of physically making the album, why not just save yourself the time and money and only release digitally?

The short answer is that there's a giant industry, from the people working at the CD manufacturing plants to the printing press that does the album art to marketing execs at the labels, built to support CD sales and none of those people want to lose their jobs.

Unfortunately, all of those people are SOL. They can fight it to their dying breathe, but there will come a time, and that time's not very far off, when albums simply stop being physically made and all albums releases are entirely digital.

So hey, new artist. I know you always dreamt of walking into a store and seeing your album on the shelf, but that's an obsolete dream. Don't put out a physical album, just don't do it. You can either be ahead of the curve, or have the curve behead you when it inevitably comes. Your choice.