Physical music and packaging agency Key Productions has announced a new product they have dubbed ‘The Fancentric Pack ®’ – a storage solution for vinyl, CD and other physical formats for enthusiasts and collectors.
“A huge amount of thought and craftsmanship has gone into creating something that not only looks beautiful but also genuinely enhances how fans engage with physical music,” said Tanzy Burrill, Creative Manager at Key Production of the product.
“There’s nothing else like it on the market at the moment, its innovative design offers artists and labels something that stands out, and we’re already seeing a strong interest from those who recognise how this format can elevate their releases.”
Icelandic ambient group Sigur Rós is the first act to utilise the product in a release campaign, for their reissue of ‘Ágætis byrjun’ as part of Rough Trade’s 50th anniversary celebration.
“When you’re working with a band that places such importance on the physical and visual experience of their releases, packaging has to feel like an extension of the music itself,” said Sigur Rós manager Dean O’Connor.
How to pack in value for fans
Connect packaging to your artist’s creative world. With physical products on the rise, the Fancentric Pack is a great instance of how artist teams can engage with collection-oriented audiences. Take advantage of opportunities for packaging to physically embody release concepts.
Consider bespoke, multi-item bundles. Multi-piece artifacts that award superfans, like The Last Dinner Party’s exclusive CD zine format with behind-the-scenes content, account for 40% of the group’s physical sales in week one.
