From Creative Review March 2007
"Things changed after the introduction of CD packaging," says Fred Deakin, musician, owner of record label Infinte Fury and founder of design studio Airside. "The jewel case was brought in by record companies to make profit: you're essentially just getting a silver disc that comes with a couple of bits of paper. They made lots of money this way but they also shot themselves in the foot because, by doing this, they were actually encouraging the audience not to place any value in the package they were buying. The value of the release as an object as therefore been whittled down as a result.
"The ethos now is, while you can download something, if you really care about the release then you buy the product. Small labels, like Motive Sounds, do the cardboard thing - and labels like this have a desire to make artefacts to treasure: a plastic jewel case is never going to be pored over, it's just not go the resonance. So CDs are the cause of their own demise, really. The record companies have been greedy and the consumer now wants to gain some value. In manufacturing terms, to make a jewel case CD costs about 50p. or probably less. That's why when you go into HMV, they have releases that are only six month's old selling for £5. You pay for the newness of something.
"If you're running a small label - like Motive Sounds, like Impotent Fury - you're trying to achieve substance and have an intrinsic core value in your releases. I buy lots of white labels and downloads; they don't have any packaging or artwork. So I think it's either zero artwork or incredible packaging: the stuff in between is bullshit isn't it?
"Lots of white label artists release stuff in a plain sleeve with something scribbled on it. But that's a good aesthetic too. As soon as you're in the middle ground it's where the CDs are saying, 'Hey, we're not ripping you off, honest Look, it's a photo of some girls...' I burn CDs and make compilations and I use images from magazines to make covers. Why buy a jewel case when you can do it yourself?"
Also from the Motive Sounds article:
"fight against the dwindling interest in actually owning a CD, the excitement of holding a labour of love in your hands and not just worrying about how much space is left on our iPod's hard drive"
Links:
http://www.airside.co.uk
http://www.airside.co.uk/impotentfury/
http://www.motivesounds.com/