Can album pins save the indie music business? What is an Album Pin and Why do you want to own one?
The music business is changing. Fewer people want to buy CDs. Vinyl is thriving, but the base cost is too high and too cumbersome to store. Cassettes… seriously?
Fortunately, there another brilliant new option–the album pin. Let me tell you more.
What is an Album Pin?
An album pin is a lapel pin with artwork inspired by a specific album or song. It could be the actual album artwork or it could be inspired by a specific track on the album.
The best album pins stand out on their own. It appeals to more than just your fans. It is simple, bold, and visually engaging.
However, that is only the start. What truly makes it an “album pin” (sometimes called a “musical pin”) as opposed to a lapel pin is that the purchaser also gets a digital album with their pin. The digital download is delivered through an Album Pin Jacket.
Album Pin Jacket
The Album Pin Jacket will remind you of a CD Jacket. It is a 4-panel jacket with an album cover, a track listing, credits, and the download code for you to own the album. I print them on 9×4 Rack Cards that are folded in half as you see above.
On the right hand panel is the modified cover art of your album. A normal album cover will not fit the right side. So it will either cut off some of your design OR you can add a simple background and have the cover sit on top of it like this:
On the left hand side, the Back Cover of the Rack Card, I usually add Album Credits.
Yes. You can put a track listing on the back like on my albums. The problem is that a lapel pin will poke through the middle. It looks cleaner to put the track listing on the inside cover.
On the Left Inside Cover is the track listing, what's usually on the back of the CD or vinyl record. You can include any additional credits, copyright or other information that isn't listed on the Back Cover.
The final, most-important piece of the puzzle is the Download information. I put that on the Right Inside Cover. I include an image of a vinyl record to give the purchaser the idea that they are buying music, as well as an album pin.
There's a QR code and a URL as well. I also include the words “Album Pin” so that people know that this is not an ordinary pin. In the center of the record, I usually put the Album Pin design to show where the pin goes.
Why do you do an Album Pin Jacket instead of an Album Pin Card or Album Track Card?
I tried other designs as you can see above.
The Album Track Card is the size of a postcard. But it bends too easily. You also don't have much room for credits.
The Album Pin Card is the size of a business card. It's super portable. But there's NO room for credits and it too bends far too easily.
I love the Album Pin Jacket because it doesn't bend because the card is folded. It has a lot of room for track listing and album credits. Best of all, it looks like a CD Jacket which reminds the viewer that they are buying music and an album pin.
What's on the Album Download Page?
Once someone buys the album, they get access to a URL or QR code that takes them directly to a private Album Download Page. The page is NOT just a link to download the album. It's a deeper dive into your musical artistry. Here's what's on the page.
First you get the album title, description and a list of the tracks on the album. That way, the fan knows that this what the ordered.
Second is the chance to sign up to your mailing list. This is one of the reasons I prefer Album Pins to CDs. The fan goes straight to a place to dive deeper into your music and become more than just a basic fan.
Third, you get a link to download the album. I host my files on a Google Drive. I include directions on how to download the album. I also let them listen to the music while they download.
Fourth, I include contact information, just in case there is a problem, they can reach me by email.
Fifth, I include a link to my Patreon Blog. They can become even more active by Following my Patreon and maybe even become a Patron of my music.
Sixth, I have a link to my Podcast. Again, my goal is to get fans into my ecosystem. My podcasts are an important part of that.
And finally, I offer links to Streaming Music sites. Most people are on Streaming these days. So I make it easy for them to add my album to their library and stream when they are in the mood. They can also stream it for free on Bandcamp.
You can either scan the QR codes on this page or click here to see and “steal” my download page. Feel free to download the album while you're there.
What size and shape album pins should you create?
Obviously this is up to you. I have made hard enamel and soft enamel pins. They are round album pins that are 1.25″ in diameter. Bigger that that feels too big IMHO. I like the smaller pins.
The problem with enamel pins is that you usually need to order in bulk. You can't order enamel pins in the U.S.. All enamel pins are manufactured overseas, primarily China, and shipped to America. Enamel pins also require high heat and are petroleum-based. So they are not the best for the environment, which is important to me.
I recently switched to laser-engraved Wooden Pins. Those are easily manufactured in America. You can order shorter runs. Best of all, you can buy local and support your local economy!
By far, Wooden Album Pins are the way I hope to go moving forward.
Why should you want to sell Album Pins?
Most fans want to support their favorite musician, especially after the thrill of a live show. Album pins solve a few problems for fans.
First, many fans no longer have CD players, record players or even cassette decks. They don't want to buy something that they can't play. Yes, many people buy vinyl records to display the album. But not most people.
Some fans may buy a CD to archive the music. But those fans are rarities.
An Album Pin is a physical reminder that your fans enjoyed the show.
Second, album pins help fans remember what albums they have.
I have released 25 studio albums. I can't tell you how many fans come to table, look at my catalog with their eyes glazed over and say, “I don't remember which albums I have.” An album pin solves that problem because they can go to a show and literally wear their album on their sleeve.
Although to be fair, it's uncomfortable wearing them on your shirt. BUT you can pin them to your jean jacket? You backpack? A lanyard or scarf? A kilt? A hat? In fact, there's an opportunity for you to sell them something that they display the pin and wear to your next show.
Fans can show others how much they enjoy their favorite musician by the number of albums they bought and are wearing. All the world gets to see.
The Album Pin Jacket solves another problem. There's a complete track listing of what's on the album. Fans have a way to collect autographs. Instead of autographing a CD, a musician can sign the Album Pin Jacket that fans can save and display for years to come.
I found at my shows that more and more fans are extremely grateful to have a non-CD alternative for supporting my music. This makes a HUGE impact on my ability to make a living as a musician.
Are Album Pins Better for the Environment?
Sort of.
CDs are made from lots of not-easy-to-recycle plastic. They are often wrapped in plastic. If there's a scratch on the CD, they become unusable and difficult to recycle. There's just too much wasted plastic with CDs.
Album Pins are made from either enamel or wood.
From what I understand, enamel is basically fusing a type of colored glass to metal. There is some petroleum used in the process. So that sucks. But there's definitely less plastic used and the cards are all paper. But the Album Pins have a long life. You can pass them down for years.
Busy Beaver Company prints my enamel pins. I specifically ask them NOT to package each pin in plastic. They wrap them instead in paper. But this is a special request you have to do.
Busy Beaver Company is a US-based company, but the pins are ordered from China. In fact, there are no US-based enamel pin printers. Apparently it is too cost-prohibitive. However, there is another option.
You can also print Album Pins with wood and even add color to the pins thanks to the low costs of laser engravers these days. This is what I recommend to be most-environmentally friendly.
Oh! And of course, the music is all digital!
How do you display Album Pins?
If you start collecting Album Pins and you don't want to wear them all at once, then you need to find a way to display the pins. Musicians aren't the first to get on the Lapel Pin bandwagon. Pins are super popular among the younger generations.
In fact, look up Disney Pins. They are a big business. You can find a huge number of pin board or pin books to keep track of your album pins. It's not too dissimilar to the CD Wallet books from the 90s. It's a big business.
Personally, I bought a cork board and painted it black. Originally, I stuck my Album Pins in there to display at a sales table. Then I realized I could also pin all of my Album Pins there just for me to see and enjoy.
Are they called Album Pins or Musical Pins?
I sometimes refer to Album Pins as Musical Pins because my fellow Brobdingnagian Bards partner, Andrew McKee prefers the “Musical Pins” name. I used it for a while. However, I like “Album Pin” better.
Album Pin captures the idea that it's an album that comes with the pin.
Musical Pin makes people ask a question and invites curiosity.
Both do the trick and help musicians make more money. So go with what works best for you.
Is there a way to use this idea without creating Album Pins?
Definitely! Album Pins are not the only way to ditch CDs, vinyl records, and cassettes. Honestly, the options are endless. I chose Album Pins because the price was comparable to CDs for indie musicians AND it was a way to publicly talk about the musicians you love.
I have seen bands with tea towels and shirts. You could also do stickers, buttons, or songbooks. You could also just USBs. Get creative with your merch.
My one recommendation is that you make an Album Pin Jacket with every product that you make or sell. Heck, you could even just create the Album Pin Jacket and try selling that.
My ultimate goal is to find a comparably profitable merch alternative to CDs. The Album Pins works for me.
If you have an alternative that you think works great, let me know.
Should you sell CDs alongside Album Pins?
If I was starting in the music business today, I would not sell CDs. Sure, they will have their come back day, like everything else. The simple fact is we are in a new era. It's far better to sell an Album Pin with digital music attached than to try and sell CDs. Or even better find fans who will support you on Patreon.
“But some people still ask for CDs!”
It used to blow my mind when I saw bands didn't sell CDs. They sold shirts instead. Personally, I've had little success selling shirts. Plus, they are so bulky. There are so many different sizes to guess at. And yet, some bands make a killing selling shirts. How?
That's when I realized that if fans don't have an option, they will love any option you give them.
Now that said, I DO still have CDs. I ordered 1000 CDs of one album back in 2011, and I'm slowly still selling them. I also order new CDs each time I release a Kickstarter. But here's how that works.
Depending on the success of the Kickstarter, I only order 100 CDs or 100 CDs over the ones that were already funded. That way, I don't have to worry about having too many CDs sitting on my shelf. I can probably sell 100 CDs in a year to those fans of mine that still listen to CDs.
Once those are gone, the only option is the Album Pins.
If the CDs sell well, go ahead and make another run. But keep the numbers low or fund their purchase through pre-sales. That way you don't end up with a 1000 CDs sitting on your shelf too.
Do you have an Album Pin Jacket template for me to use?
I see two challenges for getting started with album pins. One is picking a design to use for the album pin. Second is creating an Album Pin Jacket.
The design is on you. But I did make a template of the Album Pin Jacket. It is free for you to download. Just right click the images above. They are designed as 9.125″ x 4.125″ for my printers to have a design bleed. But you can always modify it easily enough.
And if you want me to share the Canva template I created, let me know. I'm happy to do that.
