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

(Updated: December 26, 2025)

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

How are albums sold online certified? To be counted in the Weekly Charts, a strict procedure is imposed on D2C service providers, who manufacture and ship albums (SNA GZ, Best of Both Worlds, BigWax, Gallery, Le Super Atelier, etc.). Contrary to common belief, an album sale is not certified at the time of purchase, but at the time of shipment.

Each operator is connected to OCC, the European organization responsible for collecting sales data. These data are then transmitted to the SNEP, which validates certified sales for the French territory.

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

1. Automatic transfer of order data

To prevent fraud, it is mandatory that order data be automatically transferred from the ticketing service to the D2C operator, without any human intervention.

2. Ticket sales and bundle offers

From the start of ticket sales, concert tickets must be offered for individual purchase.
It is therefore not permitted to temporarily disable standalone ticket sales in favor of an exclusive and forced bundle offer, even for a short period of time. At all times, customers must be free to choose between purchasing a ticket only or purchasing a bundle combining a ticket with a piece of merchandise or a physical album.

3. Album pricing

A CD or vinyl record included in a bundle is not eligible for certification if it is sold at a price below €7 excluding VAT (€8.40 including VAT) (previously €3) during the first 18 months of the project’s commercial release.
The price of the ticket and the album must be clearly and transparently displayed as separate items. In addition, the SNEP will certify no more than three albums per order, compared to five previously. The prices of both items, the ticket and the album, must be clearly displayed separately.

In conclusion

The ticket + album bundle is far more than a promotional pack: it is a powerful strategic lever for artists looking to make an impact from the very release of a project. It helps bridge live performances and recorded music, deepen audience insights, and significantly boost an album’s visibility.