Apple has recently teamed up with the ‘big four’ record labels, EMI, Sony Music, Warner Music and Universal Music to launch a new digital album format. The new format will bundle together liner notes and video clips, which Apple hope will increase consumer’s interest in albums. This new project that hopes to revolutionize digital albums is called “Cocktail” and executives at Apple are keeping details sketchy.
iTunes is probably the largest digital music store in the world and is always looking of new ways to increase sales and present it’s content in a revolutionary manner. The addition of the Cocktail music service will be a great feature for those looking for additional tid-bits about the band, their music and extra media. One of the main aims of project Cocktail is to boost album sales and increase consumer interest in the entire album as opposed to digital singles. Although few details are available, an executive involved in the project stated that the “aim is to recreate the hey-day of looking at album art while listening to music with friends”. The executive also explained that a key feature of the new format is that users who purchase the albums can repeatedly play the music via the interactive book and will not have to keep going back to their iTunes software. “It’s not just a bunch of PDFs. There’s real engagement with ancillary stuff,” he said.