Dynamic Fan Experience on Phygital Album
Sony Music Entertainment Germany
Benefits for the Brand and Fans
Unique Experiences & Activities
Behind-the-scenes content
Direct-to-fan-channel
Nearly a quarter of buyers engaged with the album’s digital content.- Users returned multiple times to explore the exclusive experiences.
- Almost half of buyers voluntarily shared their email, opening the door for future engagement opportunities.
Client: Sony Music Entertainment Germany
Industry: Music & Entertainment
An Immersive Music Experience Like Never Before
Sony Music and Jean-Michel Jarre have redefined the music experience with an innovative CD and vinyl record that offers more than just timeless sound. Buyers gain ongoing access to exclusive content, transforming the album into a living, immersive journey that evolves over time, inviting fans to revisit and rediscover its magic. This groundbreaking release follows Jarre’s historic performance at the Hall of Mirrors in Versailles, where the godfather of electronic music celebrated the Château’s 400th anniversary, bridging France’s grand history with the promise of future innovation.
challenge
Transforming a Music Album Into an Immersive Experience
Sony Music faced the challenge of creating a standout, unique music album to honor Jean-Michel Jarre’s groundbreaking performance at the Château de Versailles, part of its 400th-anniversary celebrations.
Solution
Revolutionary Music Album Unlocks Digital World
Partnering with ZATAP, Sony Music introduced an NFC-enabled CD and vinyl record—a first-of-its-kind phygital product that bridged the physical and digital worlds. Fans could tap their smartphones to the embedded chip and unlock a curated treasure trove of exclusive content. The solution includes an adaptive platform that allows Sony to upload new content over time, keeping the product fresh and re-engaging fans with updated experiences, ensuring a lasting connection between Jean-Michel Jarre and his audience.
Results
48% Engagement Rate Boosts Fan Interaction
The NFC-enabled CDs and vinyl records achieved remarkable success, with a 48% tapping rate showcasing strong buyer engagement and a 3.8 repeat tapping rate highlighting fans’ ongoing interest. Additionally, a 78.3% email submission rate unlocked significant opportunities for future audience interaction. These results underline the power of blending physical products with immersive digital experiences.
Solutions Used in this Story
Product-Based Storytelling
Telling a story, storing memories, or using the phygital product in a video game. ZATAP allows brands to engage their customers directly through their products.
Other Success Stories
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Client: Sony Music Entertainment Germany & Electric Callboy
Industry: Music & Entertainment
NFC Fancard Tops The German Album Charts
Electric Callboy, one of Germany's biggest metalcore acts, used ZATAP's technology to release their new album “TANZNEID” as an NFC Fancard, which gives fans access to the full album and a rich fan experience
Client: Universal Music Group Central Europe & Helene Fischer
Industry: Music & Entertainment
NFC Children’s Book Expands Helene Fischer’s Brand To A New Generation
Helene Fischer, one of Germany's best-selling artists with over 20 million records sold, used ZATAP's technology for her first children's book, "Das große Vorlesebuch für die ganze Familie". By tapping the embedded NFC tag, fans can unlock exclusive digital bonus content, such as songs, videos, and coloring templates.
Client: Universal Music Group Central Europe & Only The Poets
Industry: Music & Entertainment
Smart Music Album – New Chart-Eligible Music Format
It looks like a premium physical album, but inside is a tiny NFC chip. When fans tap it with their smartphone, they instantly unlock a digital hub filled with access to the full album (streaming and download), exclusive behind-the-scenes videos, bonus tracks or alternate versions, artwork, galleries, lyric books, early access to releases, special fan rewards and dynamic content that artists and labels can update at any time.
