Cartel, an Independent hip-hop producer and founder of Universal Indie Records recently took it upon himself to experiment withthe iTunes LP format. The result was the creation of the first iTunes LP by an independent Hip-Hop label. This is truly an accomplishment as apple hasn’t provided the full specs to anyone outside the major labels, the whole thing had to be “reverse engineered”. For those who don’t know about the iTunes LP, it is a format which combines music, graphics, video to create a more interactive way for listeners to experience a single/album.

Cartel sees the possibilities in this format a mainly from a marketing perspective. By giving the iTunes LP away for free, one can introduce an artist to listeners and enable them to engage with the music in a more interactive way. The key is to develop a more personalised relation through the increased functionality in this format. If this listener then really “feels” the artist they will hopefully pay to download their album, which they can then put on their MP3 player or burn to an album.

We commend Cartel on his innovative spirit and eagerness to use the developments of new technology, hitherto largely restricted for independents, to further the independent cause.

You can download the iTunes LP for “Tha Throwback Album” here. You will also find the album on most online music stores and streaming services, such as iTunes, Spotify, Deezer.