KiTbetter: Is This The New Format To Finally Disrupt The Streaming Model for Artists?

It’s been a challenging journey for artists and the music industry at large since streaming services began to dominate music distribution over a decade ago. Revenue from album sales has plummeted, and an overwhelming amount of music has flooded the market without any restrictions, leaving consumers lost in waves of garbage. Your cousin Stew just made a hip hop album about his dog, and guess what, you can stream it EVERYWHERE.

As a result, we now rely on algorithms and curated playlists to help us navigate this content monsoon, and the art of music has sadly been commodified, no longer treated as art, just playlist fillers. It’s gotten so bad that we are now seeing the work of real artists being outrun by “music” generated by AI. That’s a whole other discussion for another article, but it should piss you off nonetheless.

The hard truth is, streaming is great for consumers, but it sucks for artists, and it’s been a point of contention since inception. The brightest spots on the horizon have been a strong touring economy post Covid and a massive resurgence in vinyl records, which can actually generate real revenue for artists versus the pennies streaming generates, but there is a new kid in town that might change the tide again, or at the very least make a dent.

KiTbetter is a new format developed in South Korea that merges physical media with a digital experience via an app. The consumer buys an album that is delivered with physical assets, like postcards with images of the artists, liner notes, stickers, etc. The album itself is digital, and the consumer receives a keychain-sized piece of plastic that emits a unique frequency to unlock and load the album on an app so it can be played via wireless headphones, speakers, etc. Have I lost you yet?

Albums appear in the app as a vinyl record image being played through a fun, animated turntable graphic, and albums can only be played one at a time, thus not allowing the owner to play them on multiple devices simultaneously, much like an actual piece of vinyl.

The digital album disappears after 24 hours and must be reloaded via the keychain dongle that emits the frequency, so it is not stored on your device. The dongle tells the app you are the owner of the album, so it’s like a sonic security password. If you share your album with a friend, and they load it into their player, it will disappear from yours, much like if you took a CD out of your player and lent it to your cousin Stew, who of course never gave them back.

This is the digital answer to physical media, preventing piracy and the potential for artists to deliver hyper-exclusive content to super fans. It’s a great idea in theory, but artists and their marketing teams will need to be very clever to get any buy-in here, and that will be the actual test. Will consumers pay for digital content, along with a few collectibles? KiTbetter is betting big on that, but they are going to need something more than reissues of old albums if this is going to head into unicorn territory.

My experience with the KiTbetter format?

I’m always excited about something new in music tech and distribution that has the potential for disruption, so in theory, I like what they are doing here. The format is fun, albeit quite small and a couple of postcards, stickers, and some added music videos probably will be a hard sell for content that is already out there, this is a forward facing tech that my gut tells me should be used for the new stuff, and focused on exclusivity, limited edition marketing to the super fans. My old school sneaker heads will get what I’m talking about here. Scarcity creates demand, and this is where a limited edition strategy gets exciting for KiTbetter.

I like that it behaves in many ways like physical media; if you lose it, well, it’s like losing your CD, and you are out of luck. They have a collectibility factor, but the tiny size of the postcards and materials is not all that exciting; it just feels disposable to me, but limited edition stickers are cool as could be, other materials for fan access, etc. For me, this is all about the content and the scarcity of that content. KiTbetter does not have that LP appeal, no 12″ sleeve, no vinyl, no big imagery like an album cover, but it does have the ability to add content to the offering after the purchase, a record can’t do that.

I don’t see the KiTbetter format appealing to fans who have transitioned to vinyl; it’s just a very different idea overall. Still, it could be a complementary option if the right artists and content are presented, or it’s a younger fan who has no interest in records but loves the collectibility and ownership factor of the format.

I also love that it’s another creative way artists can create something for their fans that can generate meaningful revenue. The creative possibilities are endless, and in the hands of the right artists and creatives, KiTbetter has limitless potential. My wheels are still spinning at the options here, and it goes way beyond music.

So that is where I will leave it, I think the KiTalbum format is the coolest thing I’ve seen in a long time, but hell, I also thought the MiniDisc was cool, and we all know what happened there. So, I’m cautiously optimistic about KiTbetter’s future. What would have happened if this had come out twenty years ago? Would we all have stacks of KiTbetter albums next to our CDs? Would A&R professionals still have jobs? Who knows, but it’s fun to ponder the what-if.

The Pros

• Intentional listening experience
• Combines digital convenience with physical collectibility
• Unlimited cloud-based album size = richer content, and the ability to add more
• Visually engaging and nostalgic design
• Artist-first philosophy and revenue potential
• Collectibility factor

…And The Cons

• One-album-at-a-time limitation may frustrate casual users
• Requires buy-in from fans used to on-demand access
• It lacks Apple AirPlay capability, so you’re limited to Chromecast, Bluetooth, or a wired connection for quality output. Wired does give you the best audio quality.
• Still in early-adoption phase, limited catalog (for now)

Who Should Consider This Format

• Independent artists looking for deeper fan engagement
• Labels seeking premium collector experiences
• Music fans nostalgic for the ritual of owning music
• Collectors of physical media who want more than just a pretty cover

Jennifer Sullivan, Chief Marketing Officer & President of North America Q&A

From an Industry Perspective:

How does KiTbetter plan to scale the format in an ecosystem dominated by streaming giants like Spotify and Apple Music?

Jennifer Sullivant (JS) – We are not competing with streaming. We are filling in the parts it left behind.

KiTbetter is part of a broader shift in the music industry, a return to formats that restore value, permanence, and connection. As music has become more convenient, it has also become more disposable. Fans still want something to hold onto, and artists deserve more than fractions of a cent per play. The KiTalbum format is our answer to that.

Scaling this format requires more than just technology. It means building the right partnerships across every part of the ecosystem. We are working closely with major labels, independent artists, retailers, and distributors to bring KiT albums into new markets. We are also creating deeper direct-to-fan relationships through artist storefronts and live events, where tangible music experiences resonate most.

Ultimately, we are not just introducing a product. We are helping to shape a more sustainable and meaningful music economy. One that gives fans ownership, gives artists a better return, and gives the industry another path forward.

What are the distribution models for artists and labels? Are there plans to integrate with major DSPs or remain independent?

JS – Our distribution approach is built to be flexible and inclusive. Artists and labels can work with us directly or through distribution partners to release KiTalbums without any upfront production costs. The format supports everything from limited-edition drops to large-scale retail releases, depending on the artist’s goals.

At the same time, we are building the infrastructure to integrate with other platforms. Through our API and SDK, digital music services can add KiTalbum sales as a new revenue channel without changing their core offering. This allows us to complement streaming rather than compete with it.

We see KiTalbum as part of a broader shift toward a healthier music economy, one that offers more profitability for creators and a deeper, more collectible experience for fans. Our goal is to scale globally and support the diverse needs of the modern music business.

How does the licensing structure work for cloud-stored music on KiT?

JS – KiTalbums follow a standard licensing model similar to digital downloads, with an additional layer of user verification tied to the physical KiT. When a fan activates a KiTalbum, they are granted a personal license to access and play the content across their device. That license is non-transferable unless the physical KiT is handed off, in which case access is revoked on the original device and reissued to the new one.

The files are stored securely in the cloud but are downloaded in full to the user’s device at the point of activation. This allows us to support traditional licensing terms while enabling features like offline playback, enhanced content, and one-to-one ownership.

For rights holders, it means full transparency and protection. For fans, it means real access. No subscriptions, no expiring files, and no ongoing fees to keep what you’ve already purchased.

What’s your plan for combating piracy, given the cloud-based access?

JS – Piracy is largely a non-issue with KiTalbum because of how the format works. Every KiTalbum is tied to a physical product that acts as a unique key. When you activate your KiT, the album is downloaded directly to your device and linked to your personal license. If someone else activates it, your access is automatically disabled. You cannot use the album without the physical KiT in hand.

This means that if you lend your KiTalbum to a friend, they can access the content, but your access will be revoked. Only one user can be active at a time. That makes unauthorized sharing inconvenient and reinforces the idea of true ownership.

The system discourages casual piracy without requiring invasive surveillance. And because fans receive real value, including high-quality audio, exclusive content, and a collectible object, they are less likely to seek out unauthorized versions. We are focused on protecting artists’ rights while giving fans a secure and rewarding experience. That balance is what makes the format work.

Can you share any early data or consumer feedback on average engagement times or repeat listen behavior?

JS – Yes. While we are still in the early stages of scaling our analytics, the initial engagement data is already promising. The fact that post-sale data exists at all is remarkable. No other physical format offers that kind of insight. With KiTalbum, artists and labels gain real visibility into how fans are using what they buy. They can see how often people engage, what content they revisit, and what keeps them coming back.

More than half of all KiTalbums are activated within the first month. Once activated, users tend to spend significantly more time per session than they would on typical streaming platforms. They are not just pressing play. They are exploring the full experience with music, videos, lyrics, photos, and album credits that create a deeper connection to the artist.

We also see strong repeat engagement. Fans return regularly, mainly when albums include collectible content drops, tour integrations, or seasonal updates that extend the life of the release.

Our parent company Muzlive also manufactures NFC products like Mini Albums and has experience with QR and other so-called “phygital” technologies, so we know firsthand that those formats are often just a one-time touchpoint. KiTalbums are different. They are not a toy or a novelty. They are designed for long-term utility and engagement, both as a physical object and a digital gateway. Fans return to them again and again for the complete experience that unfolds over time.

From an Artist Perspective:

How can independent artists get involved in creating a KiTalbum? What are the costs and revenue splits?

JS – Independent artists can get started through our DIY platform at KiTbetter.com, where they can release music with no upfront costs and no inventory required. This self-serve option allows artists to earn about $5 per sale, comparable to the profit from 2,000 streams.

For artists who want to sell physical copies directly to fans, our Jewel Box packaging is available with low minimums and strong margins. Pricing starts at $9.90 per unit for 30 units, $8.90 for 100 units, and $7.90 for 300 units. With a typical retail price of $19.99, artists can earn more than $10 per album sold.

Our standard turnaround time is approximately 30 days from design approval to shipment, making it fast and efficient for artists to get their music into fans’ hands. It is a turnkey solution built for artists at every level, offering a path to real ownership, higher profits, and a more meaningful connection with your audience.

What creative opportunities does the format offer artists that traditional physical or digital formats do not?

JS – KiTalbum opens the door for artists to treat their album as more than a tracklist. It’s a canvas for storytelling, visuals, and fan connection. Every KiTalbum includes high-quality audio and video, plus space for interactive elements like handwritten notes, alternate versions, behind-the-scenes content, and custom artwork. Artists can shape the experience from end to end.

Physically, the keepsake box is highly customizable and collectible. Digitally, the KiTplayer lets artists embed their voice and vision directly into the album experience. You are not constrained by DSP templates or limited metadata. Artists can bring fans deeper into the world they’ve created and continue to build on it over time. It’s not just what you hear, it’s what you feel, see, and hold. KiTalbum allows artists to own that full creative space.

Will artists have the ability to update or evolve the content within a KiT post-release (e.g., adding new media, remixes)?

JS – Absolutely. One of the most exciting parts of the KiTalbum format is that it’s not static. Artists can update their album content after release, whether it’s dropping a new music video, releasing behind-the-scenes footage, or even including a thank-you message for fans.

This ability to evolve the experience over time means the album becomes a living project. Fans are encouraged to revisit it, and artists have the freedom to keep building on their creative work without needing to reissue physical inventory. It’s a dynamic platform designed to support ongoing storytelling and deeper fan relationships.

Looking ahead, we also see the KiTalbum becoming a key access point for live experiences. Whether it’s unlocking exclusive content tied to a tour or eventually serving as a digital pass for fan events or meet-and-greets, the format is designed to evolve in ways that bring fans closer to the artists they love.

What kinds of marketing or discovery tools does the KiTbetter platform offer to help artists reach new listeners?

JS – The KiT platform was built to help artists stand out, not get buried in an algorithm. We believe music should be discoverable in the real world again, not just online, and we’re working to make that happen across both digital and physical channels.

We’ve partnered with Licorice Pizza in Los Angeles and other select retailers to build community around showcasing new releases. These spaces allow fans to engage with music in person. We also recently opened our flagship KiTbetter store in Seoul, where we’ve already seen the impact of giving both signed and independent artists a live platform to connect with fans.

The KiT device itself is part of that discovery. It’s wearable, collectible, and designed to be shown off. Fans clip it onto bags and backpacks, making music visible and shareable in everyday life.

As CMO, I’m focused on building cross-promotional campaigns with artists and their teams to spotlight their work holistically. We feature new KiTalbums weekly on our global webstore and support each release with editorial content and promotional visibility. We’re also launching First Wave, an initiative to help emerging artists fund special projects. Each artist is handpicked by our team based on local impact and creative vision. It’s one more way we’re using the platform to bring attention to what’s next in music.

For artists concerned about digital permanence and ownership, how does KiTbetter ensure their content is secure, backed up, and accessible long-term?

JS – We built KiT with permanence in mind. Every album is stored securely in the cloud and downloaded locally to the fan’s device once activated. This means it doesn’t require ongoing streaming access to function, and it can be reinstalled at any time using the original KiT.

To ensure long-term access, we have already implemented plans to support decentralized storage and offline usability. Our technology roadmap includes making each album independently accessible, even if our servers or company status were to change.

Artists can also feel confident knowing that we have safeguards in place to protect their content and their fans’ long-term access. If the KiTplatform were ever discontinued, we are committed to working with rights holders to ensure that fans are not left without access to the music they purchased. That includes a plan to offer a secure method of maintaining personal access, in compliance with licensing agreements.

Learn More At KiTbetter.com