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Artists Are Releasing More Physical Variants Than Ever. But a High Chart Position Isn’t the Only Aim
Vinyl and CD album variants are booming, and music charts aren't the only aim for artists and labels looking to gain attention for their releases.
In 2021, Adele ’s 30 debuted atop the Billboard 200 with a Target-exclusive CD, vinyl exclusives at Amazon and Walmart, and three items sold through her official webstore: a cassette and two deluxe boxed sets. “For example, if we have something that has been out of print for decades, we might want to do a color variant to reintroduce it into the marketplace as a new, distinct and fun physical product.” Reservoir’s Tommy Boy Records took this approach for the upcoming reissue of Afrika Bambaataa & Soulsonic Force ’s 1986 album Planet Rock by opting for a limited edition pressing with a three-color splatter. “While it can be challenging to manage multiple variants or exclusives instead of a singular version, it is worth the extra effort to expose the record to different retailers and get it into the hands of even more fans,” he says.
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