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Origgio Limited
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New research highlights desire to hear more new music instore
London, December 7th 2005 - Extensive research conducted at a number of music retail stores in London, Manchester and Bristol by market research specialists Future Featuring on behalf of Origgio Ltd, who have developed the music discovery solution called pre.vu, has highlighted major dissatisfaction among record buyers at the lack of opportunities currently available to hear music before purchase.

pre.vu, a new CD packaging technology that allows samples of music to be played directly through a speaker integrated into a standard CD jewel case, commissioned the survey to gain insight into music buying trends and to test reaction to their offering.

Over 500 people were interviewed in a number of major London, Manchester and Bristol music retail stores as part of the survey. When Future Featuring collated the results of the survey they discovered that 80% of respondents stated that they would only buy new music if they could hear it before purchase. 73% of those questioned said they would be very likely to experiment more with new music and different genres if they could hear it before purchase with 67% saying they would be very likely to spend more on music if there was an opportunity to hear it first.

The majority of people interviewed by Future Featuring felt strongly that there were not enough opportunities to hear new music either on radio/TV or instore before purchase and they had to rely primarily on third party recommendations and press coverage to make a purchasing decision.

Andy Lown, Sales and Marketing Director for Origgio, the company behind pre.vu and a former CEO of Tower Records said, “It’s a really crazy situation, customers are still expected to buy new music without actually hearing it! This is particularly pertinent with instore branded radio coverage and Listening Post plays often linked to marketing campaigns brokered between record companies and retailers. The vast majority of music, especially new music, never gets heard by the potential customer. This added to the general lack of airplay opportunities for non-chart orientated music due to the continuing homogenisation of radio and TV in the UK means that while the majority of people have clearly stated a desire to experiment with and sample new music, they rarely get the opportunity to do so! pre.vu levels the playing field for all artists and takes the risk out of shopping for music, by allowing consumers to instantly discover new music whilst browsing, making it a fun and rewarding experience.”

Most respondents interviewed by Future Featuring during the survey said they would visit music stores more often, stay instore longer, would experiment more and purchase more new music and would enjoy the music shopping experience more if they could instantly listen to a CD while browsing.

pre.vu works by integrating a special CD tray containing a patented chip and speaker system into a standard CD jewel case. The user then presses a button on the spine of the CD jewel case and can hear up to 60 seconds of music samples or speech. Record labels can include a number of samples from the actual CD, messages from the artist, sponsor messages, advertising or a combination of any of these. Pressing the pre.vu button more than once allows the listener to skip forward through the samples.

pre.vu aims to launch during Quarter one 2006 and full details will be announced shortly.



In this section:
Female Inventor of the Year Awards
Midem 2006
New research highlights desire to hear more new music instore
Music industry decision makers

 

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