As of early 2008, Bob Dylan’s CD “New Morning” has a suggested list price of $8. Shawty Lo’s CD “Units In The City” has a list price of $19. The reason CD sales continue to tank is that you do not see the idiocy in that. Nonsensical, over-inflated pricing might stupidily finance a few obscenely overpaid executives but it has been and will continue to be the death of the music industry. Equally baffling is that the vast majority of indie labels don’t seem to get it either. Across the board, frontline pricing needs to be reduced a minimum of 37%, while midline and budget titles (of which there should be more) need to drop by 17%. The sales increase will more than compensate for the margin loss, and customers will again be motivated to shop at record stores. At what point will it become apparent to you that your current pricing does not work?

-Steve Bicksler: Owner / Penny Lane Records