Company
KiTbetter
KiTbetter, as described on the show by Jennifer Sullivan.
Episodes (1)
Jennifer Sullivan, CMO of KiTbetter, explains how the KIT album turns K-pop's physical-digital format into fan ownership and real artist revenue.
Questions these episodes answer
What is a KIT album and how is it different from a CD or vinyl?
A KIT album is a hybrid format that gives fans a physical object to hold alongside a digital experience for the same release. Sullivan says it can include karaoke stems to sing along with a song, and unlike a CD or vinyl release, it hands the artist post-sale data on how fans actually use the album.
From: The Future of Physical Music Collectibles in a Digital World
How much can an artist earn selling a KIT album?
Sullivan says there is no upfront inventory cost to upload music to the platform, and a minimum physical print run of 30 units starts at $9 each, falling to $7 once an artist orders 300 units. She gives an example where an artist selling the album at $20 keeps about $13 of that per copy sold.
From: The Future of Physical Music Collectibles in a Digital World
How many KIT albums has KiTbetter sold, and with which artists?
Sullivan says KiTbetter has sold about 10 million albums worldwide, with sales reaching 200 countries. The company has worked with acts including Seventeen, Blackpink and Monsta X, alongside major K-pop labels SM Entertainment and YG Entertainment.
From: The Future of Physical Music Collectibles in a Digital World
Why does Jennifer Sullivan think fans want physical music again?
Sullivan argues a streaming subscription only rents access to an artist rather than giving a fan anything to own, while a physical release like a KIT album or vinyl record gives people something tangible to invest their money in and feel part of a community around.
From: The Future of Physical Music Collectibles in a Digital World
How did K-pop influence formats like the KIT album?
Sullivan traces K-pop's rise partly to Western genres like hip-hop shaping its early sound, and says the influence now runs both ways, with K-pop absorbing global styles while spreading its own physical-digital collectible format, the KIT album, to fans outside Korea.
From: The Future of Physical Music Collectibles in a Digital World