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Monster Attacks Music DVD Market

4 Nov, 2005 By: Thomas K. Arnold

Monster Cable enters the music DVD arena with a high-definition 3 Doors Down disc.

Underscoring the increasingly lucrative nature of the music DVD business, Monster Cable is taking the plunge into software with a high-definition music DVD featuring a live performance by top-selling rock band 3 Doors Down.

The DVD, Away From the Sun, is being released Nov. 8 by the premium cable and audio accessory firm's newly formed Monster Music division in partnership with Groovpix Entertainment LLC.

It will be marketed primarily in high-end audio stores.

Groovpix produced the concert event in a creative alliance with Grammy and Emmy Award-winning director Alex Gibney. The DVD was recorded with 16 cameras in high definition and mastered in 5.1 surround sound.

“Monster had a very dynamic idea — they wanted to reinvent and re-educate consumers about high-definition audio,” said Groovpix founder and CEO Scott Mahalick. “They took the 5.1 mix and really brought it to a whole new level, putting the listener in the center of the stage.”

Monster Music will use its marketing and distribution resources to place the DVD in top national retail chains like Best Buy, Circuit City, CompUSA and Radio Shack — a total of some 17,000 storefronts, Mahalick said.

The title will be featured prominently in floor displays and will benefit from “push” selling, in which clerks selling home theater equipment will suggest the title to their customers, he said.

Noel Lee, founder of Monster Cable and Monster Music, said all the music on the DVD is encoded directly from the masters, so the quality is better than on a standard CD.

“All the songs are ready to download right onto your iPod or MP3 player,” Lee said.

Bonus features on the DVD include a behind-the-scenes documentary and instructional clips on how to set up a home theater.

Groovpix is a 2-year-old music DVD company currently in production with a Neal McCoy concert DVD and a Kenny Rogers concert and documentary. The company also has several upcoming hip-hop projects in the pipeline.

Music DVD is one of the few bright spots in an otherwise mature DVD market. The Recording Industry Interim Report for 2004, issued in late September by the International Federation of Phonographic Industry (IFPI), estimated that worldwide retail sales of music DVDs grew 23 percent in 2004.

The global music DVD market is projected to grow to $4.7 billion in 2008, including $1.4 billion in U.S. sales and $3.3 billion in sales outside the United States.

Music DVD unit sales in the United States rose from 11 million in 2002 to 19.5 million in 2003 and 32.7 million in 2004. This year, sales are expected to hit 55 million units, with projections of 66 million units in 2006, 78 million units in 2007 and 87 million units in 2008.

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