IF MUSIC

M IN
NC. REPORT

Dig
gital Oasis in a Deesert of Doom
D and Gloom
m
Dig
gital Musicc Sales Skyyrocket deespite Dire Economy
Non-M w Record Stores Lost
Music Relaated Retaileers Grab what L

In todday’s depresssing econom mic atmosphere, record and

a CD storees are being hit from
everyy angle. In 2008
2 digital music
m sales rose by 25%
% and accounnt for 20% of all music
sales internationaally. Music is i being bouught at homee, at the officce and without a doubt
singlee track saless lead this treend. The albbum is not deead but it sure is feeling its age.

It’s no
n surprise thhat the youthh market are the masters of this digittal trend thouugh this
muchh sought afteer 14 to 25 yeear old targeet market groows wider inn both directions every
day. What mightt come as a surprise
s is hoow much theey enjoy a siimple pleasuure that theirr
parennts took for granted…the
g e enjoyment and purchasse of music in i a social seetting
amonngst friends. Unfortunately this is a pleasure thaat is very raree and becom ming more
scarcce by the day
y.

While there seem m to be no ennd to sophistiicated produucts catering to the youthh market’s
everyy whim, the simple
s joy of
o choosing anda buying music
m amonggst friends seeems to be
quite forgotten in
n the marketpplace. All thhe while this computer saavvy generattion fills the
ever increasing
i ap
ppetites of thheir MP3 plaayers and iP
Pod’s® spendding almost 4 Billion
dollarrs in 2008 on
n digital muusic alone.

One company,
c Taampa based IF Music, Innc. has invessted two years of researcch and
devellopment in refining a prooposition to meet the neeeds of both music
m loverss and the
businnesses they lo ove to frequent. The ressult is the IF Music kioskk that is instantly
recoggnizable in thhat the bodyy of the machhine is compposed almostt entirely of the
t large
cartoonish and brrightly colorred letters I and
a F. As IF F Music’s founder and CEOC Kent
White likes to pu ut it “we spennt two years asking thouusands of youung people anda their
favorrite retailers what they would
w want inn such a product. After asking “if wew could this”
and “if
“ you could d that” aboutt a million tim
mes we deciided to simply call the reesult “IF”.

For thhe past threee decades White

W has speccialized in suupplying cusstom store fiixtures to
manyy of the worlld’s leading retailers
r throough his commpany Kent White and Associates
A soo
underrstanding thee needs of thhese businessmen was noothing new to t him. How wever
conduucting nation nal research amongst thoousands of 141 to 25 yearrs olds was ana entirely
new experience.
e As a music lover he reliished the bennefits of the digital musiic world but
felt thhat the pleassure he had enjoyed
e in buuying recordds or CD’s with
w friends hadh been losst
alongg the way. “It’s very muuch like the difference
d beetween watching TV at home
h alone
or gooing to the movies
m with friends…they
f y are both goood but one is much bettter than the
otherr!”
IF MUSIC
M IN
NC. REPORT

With a bright tou uch screen thhat showcasees well over a million traacks
for innstant downlload and scroolling offers, promotionss and inform
mation
on the retailer Wh hite felt the IF kiosk would bring baack the
experrience he waas missing annd simultaneeously help thet retailers he cared so much
m about..
“I thoought that iff I could get it
i right we would
w build as
a many as 10,000
1 or so of our
kioskks”.

He diid get it righ

ht after manyy long hours of work but his projectioons were deaad wrong!
Basedd on word off mouth alonne and withoout a single penny
p spent on marketinng retailer
intereest in IF Music forced White
W and hiss partner Micchael Boyd to
t secure com mmitment
for thhe constructiion of well over
o 100,0000 kiosks.

The partners
p agreee that there is no “rockeet science” innvolved but stress that thheir two yeaar
road to “overnigh ht success” required
r a few “magic” touches.
t Thee first is the kiosk itself
“and let’s face it, most kioskss are just plaain boring” says
s White. The IF kioskk is self
descrribed as “wh himsical” andd call it whattever you likke it is anythhing but boring. People
of alll ages are draawn to it eveen if it is onlly to see whaat on earth itt is.

The space
s the uniit occupies is very smalll to fit in alm
most any locaation thoughh a single
unit in
i a massive and crowdeed space rem mains one of the t first thinngs you see. Even the
massiive factoriess that producce the housinngs say it attrracts incrediible attentionn from
everyyone who haas seen it. “G Getting peopple to look iss the first goaal” says Boyyd, “but
makinng sure that everyone froom 8 to 80 canc operate it i simply andd happily witth virtually
any device
d is the second!”

To thhat end IF Music

M has achhieved what they
t have reepeatedly beeen told was impossible.
i
The kiosk
k has cabbles for virtuually all mussic players inncluding phoones, USB ports
p for flashh
drivees and laptopps, and memoory card slotts for virtuallly any card available. Simply
S plug
one inn, select you
ur music andd pay with thhe swipe of a card. In seconds your selection
s is
downnloaded and available forr playing no matter whatt make or model m your pllayer may bee
including virtuallly all iPod® units. No liibrary of anyy kind is neeeded and all music
m is
DRM M free.

“If annything, the downturn inn the econommy has helped as retailerss are compleetely focusedd
on drriving increaased revenue through theeir existing outlets
o while increasing customer
c
satisffaction and retention.
r Ouur unit keeps customers coming bacck and encouurages them
to staay longer” saays White. The
T appeal of o the unit haas not escapeed the imaginnation of
airports and otherr venues where people have
h no choicce but to lingger and theyy are quicklyy
joininng retailers in
i ordering IF units.

“The basic premiise is based on o the fact thhat most peoople, includinng young peeople, have at
a
least three to fivee dollars to sppend on som
mething theyy enjoy. Theey enjoy shoppping, they
enjoyy fast food, thhey enjoy music
m and theey enjoy theiir friends”

“We simply bring g these thinggs together inn a fun way.. We knew that
t just a few dollars
from just a few people each hour
h adds upp to some staaggering success. We arre thrilled to
IF MUSIC
M IN
NC. REPORT

find out
o that this projection was
w as conserrvative as ouur initial
goal…
…and we thiink everyonee would like to read som
me truly goodd
news right now!””

ut IF Music, Inc.
Abou

IF Music, Inc. waas created inn 2008 as a sister companny to Kent White W and Asssociates,
Inc. (KWA)
( and is operated byb the same managemennt team that have h devotedd 28 years too
servinng the needss of the world’s finest rettailers. IF Music,
M Inc. suupplies, insttalls and
mainttains highly unique music downloadd kiosks offeering a massiive and ever changing
cataloog of digital music for innstant downlload to virtuually all musiic and memoory devices.
IF Music kiosks offer
o a multiitude of beneefits to retaillers with commplete and remote
r
contrrolled contennt catered to an individuaal retailer’s needs
n or speecific locatioon.
IF Music, Inc. is located nearr Tampa, Floorida. www..iftune.com info@iftunne.com