QR Codes vs UPC (Bar Codes)

We’re all familiar with UPC (Universal Product Code), we scan them in the self-checkout at the store or we scan them with our phones to do online comparison shopping with products we find in the store. QR (Quick Response) codes are fairly new and up until this point they have been primarily used by companies to get users who scan them to a dedicated URL or other digital destination. While both codes contain valuable data when scanned only one offers recording artists a marketing advantage.

UPC or barcodes are required to be assigned to any release that is to be placed on any of the major digital platforms (Spotify, Apple Music, Deezer, etc…) by a digital distributor. In order to have the data from the sales and activity associated with your UPC recorded your unique, 12-digit code must be registered with Nielsen Soundscan but this is NOT necessary to register your release to get digital distribution. While Nielsen does offer some analytics pertaining to your release this data is very limited and you must request this data from them which adds in a time factor.

QR codes have completely taken over the marketing game. Inside that 8 bit maze is whatever information you want to get across to the scanner. When someone scans your QR code they will be prompted to an action you decide on. Set your code to open a browser to go to a dedicated site, have it open the scanner’s text messaging app to send a text to a pre-defined phone number, get the scanner’s phone to call a phone number of your choice and more. Like UPC barcodes, QR codes are typically static, meaning that once the code generated the information can’t be changed but dynamic QR codes allow the information in the code to be changed after it has been created. For example, say you place a QR code on a flyer that you post up in your local city and when you get home you noticed that the website you have the code pointing to is missing a letter. You can edit your QR code digitally to make sure the website the scanner arrives at is correct or you can direct them to an entirely different website without having to go fix ever flyer you posted up. The data from QR codes are recorded wherever you decide to store it and many QR codes (like the ones we use here at Hit Talk) offer analytics like location, which type device was used to scan the code and much more. As an added bonus QR codes can be adorned with colors along with logos to help keep brand recognition strong, the opposite is true for barcodes, something that deters many artists from adding them to their album artwork.

UPC barcodes have been a staple in our economy for a while now. We’ve grown use to them as consumers but recording artists may find that the limitations with accessing their data, not being able to design barcodes to match their album design and having to change the code in case there is a change to the release is enough reason to second guess the importance of them outside of them being required for digital distribution. QR codes can help open up the marketing playbook and used properly can direct scanners to valuable or exclusive digital destinations to convert them into patrons, viewers, listeners and supporters of a brand.