CD / Vinyl bundles: how to boost the release of a new album?

A new article in the bundle series, and this time we tell you all about bundles containing an album in physical format. After analyzing the state of CD and vinyl consumption, we'll explore together the virtues of this type of offer, the strategies & tips to ensure a successful launch, and the rules to follow to obtain precious sales certifications.

What's an album bundle?

It's a bit like the winning combo of live and recorded music. A bundle is a pack containing a ticket for a concert + a physical album, in CD or vinyl format. With a single payment, the fan buys both a concert ticket to see the artist live on stage, and the artist's latest album, delivered directly to his or her home on the day of its release.

A bundle can also be made up of textile products (t-shirt, hoodie, cap...), but in the music industry, the album bundle is king. Why is this? Because it creates a virtuous bridge between the show and the release of a project. We explain how it works, and above all, how to set it up properly to blow up scores, while respecting a few essential rules.

CDs and vinyl: where does consumption stand in 2025?

You'd think the physical album market would be in decline, but no! In 2024, for the first time in 11 years, sales of these media are up (+1.3%), driven by vinyl, which generates sales of €98 million in France (doubled in 5 years). While the volume of CD sales is still higher, its turnover stands at €91 million.

Source: "French music production in 2024" - SNEP (Sorry, disclaimer, these figures correspond to the French market, not the international one!

Today, these objects have real symbolic value. The CD has become a collector's item. Some buyers have never even put a CD in a hi-fi system - 40% of CDs are never unwrapped! They buy it for its symbolism, and to support an artist. As for vinyl, it represents the ultimate fan object: it is often enhanced with add-ons (stickers, poster, bonus tracks...). Fun fact: 50% of vinyl buyers don't even own a turntable. It's not a hindrance, it's a declaration of love to the artist.

This emotional bond between artist and audience doesn't stop at the object itself. It's part of a wider dynamic, where D2C (Direct-to-Consumer) is becoming an important lever at the heart of development strategies. These direct sales to fans enable artists to diversify their sources of income - which are essentially concentrated on live performances - in the face of low remuneration from streaming platforms. A Luminate study confirms this: in 2024 in the .U.S, D2C accounted for 63% of physical sales of top 200 albums in the first week of release, and nearly 32% of total first-week album activity (sales and streaming).

Why launch a ticket + album bundle?

Offering a bundle at the launch of an album and tour is more than just a good idea. It's a solid launch strategy with many benefits.

1. Boost sales right from the start

When a fan buys a bundle during a pre-order phase, sales of the album are counted on the day of its official release. As a result, all sales generated via ticketing mechanically boost first-week figures, which can send a project soaring up the charts.

2. A 360° announcement effect

New album? New tour? Why not announce it all at once? The bundle makes it possible to create an event around a project, by combining the announcement of the release of a new album (to listen to at home) and live dates (to get it right in the face). It's stronger, clearer and more impactful for fans and the media. The two objectives feed off one another, reinforcing and amplifying each other's impact. Finally, marketing investments are optimized by promoting the label & tour teams within the same path.

3. Identifying superfans

A fan who buys a ticket AND an album, especially within the first few minutes, mathematically falls into the superfan category. This rare species follows its artist closely. They want the big game, and they want it now. This very special fan is there at every stage of an artist's career. By analyzing these buying behaviors, artists can identify their most committed fans, the better to pamper them.

How to sell a successful bundle?

Setting up an effective bundle requires a bit of strategy. Here are the best practices for maximizing the impact of these offers.

1. Pre-sale exclusivity.

It's vital to capture & direct the entire flow of fans to a bundle offer. To do this, it's essential that tickets are not available elsewhere at the same time. Ideally? Limit pre-sales to a short period of bundle exclusivity, before the general opening.

The same goes for the album: if it's not yet available for pre-order elsewhere, that's even better.

2. Lighten the price of the album by a few pennies

An obvious but effective trick is to offer the album at a slightly lower price than the conventional pre-order price. For example, a vinyl album selling for €25 on the platforms can be offered for €20 in the bundle. The desired effect: the fan feels he's getting a bargain with the few euros he's saved.

3. A bundle or nothing

During the first 72 hours of the sale, an artist can choose to deactivate the sale of tickets alone, in order to direct his audience towards the bundle (we'll tell you more about this in the next paragraph). Of course, if the fans turn out in force and sales soar, the volume of discs sold can reach record heights.

Disclaimer: this doesn't work on all projects, and it may not be well received by fans of certain artists if no price advantage is offered in exchange.

4. Well-oiled communication

The artist must promote the announcement on his networks: tease the arrival of the album, explain the contents of the bundle, create a certain FOMO around his offer. And if a single or extract is already available on the platforms, that's even better: it gives a glimpse of what's about to be released, and the desire to click on "buy".

5. Take care of the buying process

The ideal solution is to offer the bundle in a world designed in the artist's colors. Thanks to a white-label ticketing module, the fan buys from the artist's site, on a platform with the artist's colors: mood, typography, design system... The result: a seamless, coherent experience and a high level of trust. Fans attribute the purchase of the pack to the artist and not to a third party, they want to support him or her, and a personalized path acts as a catalyst.

Certified sales: 3 rules to follow

⚠️ Please note that the rules quoted below are valid in France. They may vary slightly in other countries.

How are records sold on the web certified? To be counted in the Weekly Tops, a strict procedure is imposed on the D2C service providers who manufacture and ship the albums (SNA GZ, Best of Both Worlds, BigWax, Gallery, Le Super Atelier...). Contrary to what you might think, the certification of an album sale is not validated at the time of purchase, but when the record is shipped. Each operator is connected to OCC, the European organization responsible for collecting sales data. This data is then transmitted to the SNEP, which validates sales in France.

To avoid any drift in bundle offers, the SNEP and phonographic producers impose 3 strict rules on ticketing services. Any failure to comply may result in the outright cancellation of certifications.

1. Automatic transfer of order data

To avoid the risk of fraud, it is now mandatory for order information to be automatically transferred from the ticketing service to the D2C operator, without any human handling.

2. 72-hour bundle exclusivity

For a maximum period of 72 hours, the artist may, if he wishes, deactivate the sale of single tickets and push only a bundle offer. It is imperative to display a message indicating the date and time of availability of single tickets to spectators. At the end of the period, single tickets must be offered. This exclusivity period can only be activated once per album.

3. Disc price

A CD or vinyl offered in a pack may not be sold for less than €5. The price of both the ticket and the album must be clearly displayed. What's more, the SNEP certifies no more than 5 albums per order.

To conclude

The ticket + album bundle is much more than a promo pack: it's a real strategic lever for artists who want to make an impact as soon as their project is released. It connects live and recorded music, helps you better understand your audience and gives a significant boost to your album's visibility.