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Saturday, March 19 • 11:00am - 12:00pm
Packaging the Experience: Attract Audiences to Your Records

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As downloading music has quickly become the dominant form of distribution, the importance and role of the physical product has been challenged. Why should a fan buy the album when it's more convenient to simply download it? As artists and labels have worked to answer this question, what's emerged are exciting new approaches to packaging, lavish box sets that become fetish objects for hardcore fans, the creation of new content that enhance the experience of "owning" a record, the exploration of multi-formatted releases, the re-emergence of vinyl, merchandise-driven marketing, and the innovative use of the web both as a distribution channel as well as an additional component in the overall experience. By mining the experiences and perspectives of a diverse range of music industry professionals, this panel will deliver its audience keen insight on how to not only package the record, but to package the true experience of an artist or band. The panel's audience will come away with a deeper understanding of how they might "package their own experiences." They will learn, specifically, how multi-formatted releases, reissued catalogs, specialty packaging, web-driven distribution, merchandising, and other creative concepts drive fans to additional content and unlock new audiences for the music and art they make.


Brian Grunert

DesignerWhite BicycleBRIAN GRUNERT is a graphic designer and the owner of a Buffalo-based studio, White Bicycle. The studio focuses on cultural marketing and regularly collaborates with record labels and independent artists, creating album packaging and related materials. Their work... Read More →
avatar for Christian Helms

Christian Helms

OwnerHelms WorkshopChristian owns and operates Helms Workshop, a design and brand development studio in Austin, Texas. He’s also co-owner of Frank, Purveyors of Artisan Sausage, and Standard Grit Textiles.
avatar for Cheryl Pawelski

Cheryl Pawelski

OwnerOmnivore RecordingsThree-time GRAMMY-nominated producer, CHERYL PAWELSKI has, for the past twenty years, been entrusted with preserving, curating and championing some of music’s greatest legacies. She is a Partner/Owner of Omnivore Recordings, an independent label focusing... Read More →
avatar for Geoff Peveto

Geoff Peveto

PresAmerican Poster InstituteGeoff is the owner of The Decoder Ring, a screenprint-focused studio featuring design, posters, products and the acclaimed Decoder Fine Art Print Series. The project hosts famed artists and designers for studio residencies, creating multi-layered fine... Read More →
avatar for Dennis Wolfe

Dennis Wolfe

Dir, A&R-CatalogueEMI Music NAA seasoned music industry professional and former recording / touring artist, Dennis Wolfe is currently the Director of A&R for EMI Music North America’s Catalogue division. This group specializes in reissues, Greatest Hits, box sets and vinyl releases... Read More →

Saturday March 19, 2011 11:00am - 12:00pm CDT
Austin Convention Center, Room 15

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