barry asks the question….
Hypothetical question: If you were sitting on a VC committee in 1980, at the dawn of the CD, would you have voted for investing in a new chain of music retailer?
he’s got his own answer, of course (no), but these answers are all clouded by the perspective of hindsight….
so one thing i would like to throw into this discussion is that when the cd was born (which i guess is something that we really should talk about more, considering all the death-of-the-cd stuff around here…), it was the great hope of the music business – switching everyone up to a new, and more expensive format.
there’s some data out there. unfortunately, the easiest data to play with comes from our good friends over in japan – specifically the recording industry association of japan. so, excuse me for a moment while i jump into a wholly different market to extrapolate some data from two handy tables the riaj has provided – transition of audio recordings – unit basis and transition of audio recordings – value basis.
barry’s question, of course is only really relevant around the birth of the cd – so that’s the early- to mid-1980’s (us unit sales of cd’s exceeded unit sales of vinyl in 1988, if my foggy old memory serves me right).
so, to pick a random pre-cd point in the short evolution of the life of the recording industry, let’s look at 1980, then somewhere around that inflection point, 1988, and then 8 years later, 1996.
Transition of Audio Recordings – Unit Basis:
Year |
|
Disks |
Tapes |
Total |
|
|
7” |
10"/12" |
CDs |
Cartridges |
Cassettes |
|
|
|
33rpm |
45rpm |
33rpm |
45rpm |
(3”) |
(5”) |
1980 |
|
5,188 |
99,172 |
90,504 |
79 |
|
|
22,858 |
57,107 |
0 |
274,908 |
1988 |
|
564 |
26,855 |
10,935 |
1,109 |
25,557 |
89,980 |
3,415 |
76,074 |
|
234,490 |
1996 |
|
944 |
166,294 |
282,556 |
|
22,512 |
|
472,305 |
Transition of Audio Recordings – Value Basis:
Year |
|
Disks |
Tapes |
Total |
|
|
7” |
10"/12" |
CDs |
Cartridges |
Cassettes |
|
|
|
33rpm |
45rpm |
33rpm |
45rpm |
(3”) |
(5”) |
1980 |
|
2,300 |
42,673 |
136,187 |
78 |
|
|
21,265 |
90,341 |
|
292,844 |
1988 |
|
328 |
12,925 |
18,842 |
1,111 |
18,825 |
186,423 |
3,680 |
100,812 |
|
342,947 |
1996 |
|
1,312 |
104,418 |
458,164 |
|
19,969 |
|
583,862 |
glue these together and you can get a unit-value chart:
Year |
|
Disks |
Tapes |
Total |
|
|
7” |
10"/12" |
CDs |
Cartridges |
Cassettes |
|
|
|
33rpm |
45rpm |
33rpm |
45rpm |
(3”) |
(5”) |
1980 |
|
0.443 |
0.430 |
1.505 |
0.987 |
|
|
0.930 |
1.582 |
|
1.065 |
1988 |
|
0.582 |
0.481 |
1.723 |
1.002 |
0.737 |
2.072 |
1.078 |
1.325 |
|
1.463 |
1996 |
|
1.390 |
0.628 |
1.621 |
|
0.887 |
|
1.236 |
the first thing to notice is that the cd formats are always the best unit-value in a given year… and that’s important.
now, you do have to look at this a little cross-eyed for the next step in the story, but it goes something like this (units are yen, but it’s the relative measures that i’m looking at, i’m also going to ignore the singles-formats for now, but i wanted to include them for possible use later):
in 1980, the unit-value of an album on vinyl was 1.505. unit-value of an album on cassette was 1.582, so the average unit-value of an album was 1.55-ish.
the promise of the introduction of the cd was two-fold – first, you get a better unit-value (for all kinds of reasons – indestructable! no pops! no scratches! no hisses! digital! new! wow!), and second, all the fans of all the bands will eventually buy another copy of the old stuff that’s still in production in the new format. and you can see a little of that reflected in the 1988 unit-value chart:
by 1980, the unit-value of an album on vinyl rose to 1.723 (+14.5%), the unit-value of an album on cassette dropped to 1.325 (-19.4%), and the unit-value of an album on cd was 2.072, which is a 20% premium over vinyl and a 56% premium over cassette.
of course, the old formats were on the way out (some are still predicting the end of the cassette, but the source tables say about 13 billion cassettes in 2002…), and the value-gap widens.
by 1996, the unit-value of the album-on-cd had dropped to 1.621 (-22%), but it was still commanding a significant premium over vinyl (16.6%) and cassette (82.8%).
would i have invested in a record-store chain with a hot new technology on the horizon that commanded a premium? maybe. if i was convinced that the industry was really behind this new-fangled silver cd-thing – and the case is easy to make (indestructable! no pops! no scratches! no hisses! digital! new! longer playing! smaller than vinyl! flatter than cassettes! cheaper to manufactuer than cassettes! wow!), yeah, i might think there was a future in the retail business of recorded music. but i’ve been a sucker before.
just the industry-wide growth might be enough to convince me – even without the cd… just look at the totals: market value went from 292,844 to 583,862 in 16 years. that’s real close to doubling value, but not fast enough (less than 10%/year) to make it interesting as a venture investment…. but then again… if i was a an established retailer… and i thought i could scoop off the cream of this crop….
i didn’t quite finish my thoughts on this (i really wanted to bring in the whole musigeeks thing), but i’m late getting out the door. i’m sure i screwed up some of the math, so if you notice something funky with the numbers, let me know so i can fix it for posterity. have a good weekend!