A Conversation with ‘ZinePak Founders Kim Kaupe and Brittany Hodak – HuffPost 3.28.12
Mike Ragogna: How did ‘ZinePak come about, the idea, how did it start, what inspired you?
Brittany Hodak: I started my career in the music industry, and Kim started hers in publishing. We were both incredibly passionate about the idea of combining print and music to create an engaging, multi-sensory experience that digital downloads and tradition CDs can’t deliver. ‘ZinePak is a little counter to the “digital” only online blog magazine trend.
MR: What made you decide to do something more traditional with music and a magazine?
Kim Kaupe: Fans still crave an experience with their favorite artist – something they can see, touch, and engage with. Creating a piece that includes limited-edition merch items as well as photos, edit and music was an answer to the incessant demand from fans to experience more. We also feel that these pieces can be put on your coffee table, shown to friends and passed around unlike a release on a Kindle or an iPad.
MR: What was the first ‘ZinePak and was it a challenge to put it together?
BH: Our first ‘ZinePak was for the release of Kidz Bop 19 in January of 2011. We’ve done two more projects with the Kidz Bop brand since.
MR: How did the next ‘ZinePak come about?
KK: Our second project, the 2011 ACM Awards ‘ZinePak, was brought to us by our partners at Walmart. They really championed our idea of connecting consumers with an Awards property, and they introduced us to the great team at the Academy.
MR: Have the artists been easy to work with?
KK: All of the artists that we have worked with have been really excited which has been a fantastic experience. Fans can tell when a manager or record label releases a statement – they are much smarter than anyone gives them credit for. When artists realize that this is an opportunity to communicate with their fans in a long-format multi-sensory way, the ideas for content and items start pouring out of them.
MR: Is it easier to do a ‘ZinePak based on one artist or is there something fun for you about putting together a compilation ‘ZinePak?
BH: It depends. The great thing about ‘ZinePaks is that every one is totally different, and the content inside is tailored to the release and to the fans. They’re all a blast to put together, and each project presents its own challenges and opportunities.
MR: Where can you buy ‘ZinePak?
BH: The ACM ‘ZinePak is available exclusively at Walmart.
MR: Why Walmart?
BH: Walmart is a great partner because they’re the number one seller of physical music product in America, and they have a huge market share for country releases. We’ve also done ‘ZinePaks for artists’ tours and non-traditional retail partners.
MR: What’s next for the brand?
KK: On April 3rd, a ‘ZinePak version of Rascal Flatt’s new album Changed will be released. We also just confirmed this morning – and can announce exclusively here – that we will be creating a ‘ZinePak for The Beach Boys. They are a personal favorite, so I am over the moon! That will be in stores May 1, just in time to help commemorate the band’s 50th Anniversary.
MR: What is your dream ‘ZinePak to do, like is there an artist or maybe an award show you would like to do?
BH: Hands down…Garth Brooks. I have so much respect for him as an artist and a performer, and working with him is my dream.
KK: The Super Bowl. Or maybe an NCAA championship game.
MR: What are you brand goals?
KK: It’s a simple sentence and a big goal: Redefine the way fans experience and engage with recorded entertainment.
MR: Is there a digital ‘ZinePak headed our way soon or no?
BH: ‘ZinePaks are all about creating an engaging experience for fans. We’ve discussed digital releases and may put something out in the future, but for now we love providing the experience of taking the shrink-wrap off of a product, opening it and finding fun physical elements inside – like magnets, trading cards, stickers, etc.
MR: By the way, was the ACM ‘ZinePak a challenge to make in any way?
BH: The challenge we faced with the ACM ‘ZinePak was getting it to market quickly. We went to print about 10 days after the nominees were announced, so that didn’t leave much time to do interviews and gather content. We were lucky to have amazing partners at the Academy and record labels who helped us get everything together quickly.
MR: Well, Award shows seem more conducive to compilations.
KK: I think award shows are great for compilations because fans already know that their favorite artists are going to be performing in one place. Instead of taping ten different TV specials to see their favorite artists up close, they only have to tune into one spot. Putting together a ‘ZinePak is the same idea – instead of reading tons of sources to learn about all your favorite artists, you can pick up a ‘ZinePak and they will all be featured inside.
MR: How is this ‘ZinePak different than other ones?
BH: This is the longest ‘ZinePak we’ve ever done. It’s 120 pages of original content. Also, the CD is amazing. It has 20 tracks, and more than half of them have been Top 5 singles at country radio. It’s 75 minutes of hit songs.
MR: Do you feel Country music fans tend to buy more traditional/physical product?
BH: Yes. Compared to other genres, physical CDs account for a larger percentage of total sales. That’s in part, I think, because country fans like to feel connected to the artists they listen to, which is why ‘ZinePak is a perfect fit for the audience.
MR: Last question, what else would you like people to know about ‘ZinePak and perhaps this release?
KK: We are a company built on the principle that you have to do what you love. We love making ‘ZinePaks, and we love creating meaningful experiences for artists to share with their fans. We hope fans can see all the love and care that we (and the artists!) put into this release for them.
MR: What advice do you have for new artists?
KK: Grow a very thick skin and get ready for anything that comes your way. Sometimes it is not the “best” artists musically that hit it big, but the ones who stick it out the longest and know how to keep getting up after being knocked down.