New York, June 09: Led Zeppelin's incendiary performances shook the world of rock'n'roll in the 1970s. Now retailers are hoping the band can do for DVDs what it did for the 12-string guitar.
The band's Led Zeppelin DVD (Atlantic) had a record-breaking first sales week, and the title's success may be the exception that proves the rule about the nascent music DVD category. A related three-CD set, How the West Was Won, debuted at No. 1 on The Billboard 200.
Record label executives and retailers believe that while music DVDs could be a godsend to the music business, more than a few kinks in the way they are marketed and merchandised must be ironed out before it truly takes off.
"This is a configuration that we hope will save our business," says Vicky Germaise, senior VP of marketing for Atlantic Records.
Shipments of music, fitness, documentary, and special-interest DVD titles in the first quarter more than doubled compared with the same time period last year, according to a recent report from the L.A.-based DVD Entertainment Group (Billboard, May 10).
Additionally, music DVDs have accounted for a steadily increasing portion of overall DVD releases since the format's inception in 1997, according to weekly video publication DVD Release Report. Last year, for example, the category comprised 13% of total releases. In 2001, music DVDs accounted for 12% of all releases.
Though releases and shipments are increasing, large-scale consumer awareness campaigns for music DVDs have been slow in coming.
"Say for instance that 8 Mile comes out on DVD," says David Levesque, head music buyer for the Troy, Mich.-based Harmony House chain. "There's a huge campaign on television, so everyone knows about it. That just does not happen in the world of music. Led Zeppelin was an exception."
Led Zeppelin DVD, in conjunction with the day-and-date release of How the West Was Won, was backed by an extensive promotional campaign that kicked off May 1. Both projects were released May 27.
Bureau Report
