Reprise Records, my record company for about 50 years, underestimated the demand for Archives Volume II. We were all surprised. It is a beautiful package that I am proud to have made for you. I do feel badly that we did not deliver it to many who were waiting so long for it.
We don’t feel that offering more of a product sold as a limited edition is a good thing to do. Thank you to all who purchased this set.
In 2021 we will be offering more Archives Volume II products as Reprise had originally planned, available in all outlets. These, while not the boxed set, will offer all of the music and discs with a smaller book. The original large book will be available for separate sale.
So what are the implications here? These thoughts hit me:
- Note that Reprise was already planning a cheaper version of Archives II. Back in 2009, the basic edition of Archives I (pictured above) dropped the same week as the more expensive DVD & Blu-ray versions (which weren’t considered this time around due to the Archives‘ migration online). It’s arguable that this staged marketing effort was a major reason Archives II’s limited edition sold out; nobody told Neil Young fans that a lower-priced version would eventually be available! (Of course, I wanted the limited edition no matter what, so mission accomplished.)
- As physical product’s market share in the recorded music industry has eroded, first in favor of downloads, then streaming subscriptions, marketing strategies have also shifted. For the big boys (tech companies and the three major labels) the industry’s physical product (7 percent of US sales in the first half of 2020, measured in dollars) is now mostly a means to wring maximum amounts out of legacy fans with money to spend. The mass market belongs to streaming (85 percent of US sales) — which furnishes them the lions’ share of those proceeds, through paid subscriptions and advertising. Hmm . . . that couldn’t have skewed Reprise’s estimates for Archives II’s limited edition sales, could it?
- These new realities have also strengthened the power of major labels in relation to artists. If Neil Young — one of the true 800-pound gorillas of rock culture, absolutely used to throwing his weight around to get his way — can’t get Warner Music to pony up a second printing of the limited Archives II, what chance does a start-up artist have pushing back on anything against Warner, Universal or Sony BMG? As David Lowery famously wrote back in 2012, “meet the new boss; worse than the old boss.”
- The focus on streaming has also changed how legacy musicians and their support staff (or their estates) conceive of box sets and high-end collections. For example, the new super-deluxe edition of Prince’s Sign O’ the Times has a bonus track listing explicitly designed so fans can assemble their own playlists without having to purchase digital or physical versions. And let’s face it, Neil Young wants to sell you a subscription to the Archives website if at all possible; in 2020, downloads (6 percent of US sales) and physical sales are the gravy on top, not the meat and potatoes.
- In addition to streaming online, the relative shift to LPs offline (currently accounting for 62% of income from US physical sales — it’s the product with a higher value per unit, that outsells CDs about 3 to 1 at independent record stores and still has a small footprint for impulse purchases in big-box chains) has tilted manufacturing and distribution accordingly. What does it say about the industry’s current capacity for physical media that the new indie album by Wilco’s Jeff Tweedy, Love Is The King came out online this past week, but CDs and LPs won’t be available until January? If the big guns are simultaneously bearish on physical sales and hogging CD and vinyl production, how do the little guys get a shot?
In some ways, all of the above is irrelevant to the main thrust of this website. Progressive music in all its forms is, whether we admit it or not, an incredibly small niche in today’s recorded music industry — but one that, between two solidly-funded labels that can get product to the mass market (KScope and Inside Out, which seems to have considerable freedom as part of Sony BMG), a multitude of independent and artist-run ventures and potent distribution channels like Bandcamp and Burning Shed, has proved remarkably resilient. The persistence of prog is a big part of why we love it so.
On the other hand, the music industry already caught one bug in 2020, with US physical sales declining in the second quarter of this year due to the first wave of the COVID pandemic. And if the Goliaths come down with another economic cold . . . could the fallout spread to the little guys with slingshots that we want to support?