Myung J. Chun / Los Angeles Times
The artist: Bright Eyes
The tactic: Bright Eyes set out to make the CD package for Cassadaga indispensable, dressing it with fanciful artwork that could only be seen with a viewfinder -- one that cost Saddle Creek about 25 extra cents per disc.
The review: Though it probably didnt snare Bright Eyes any more fans, inventive packaging is becoming rarer and rarer for the music business. Additionally, it likely inspired a few more fans to actually buy a physical product over a download. In its first week in stores back in May, downloads accounted for 24% of Cassadagas total sales, which was lower than other popular indie acts such as the Arcade Fire and the Shins, who saw early digital sales in the 30% range, according to Nielsen SoundScan.