Connected and Collected: KiTBetter is Built for Artists, Made to Keep

30 May 2025 - Press release

Analog or digital? Why choose? 

In a digital-first world, artists are searching for more meaningful ways to reach their audiences, and fans are looking for something tangible they can keep. The revival of vinyl, CDs, and even cassettes, reveals how intensely music lovers long to hold a symbol of their devotion in their hands. KiTbetter meets both needs with the KiTalbum, a collectible format that combines premium physical packaging with digital access to high-fidelity music, video, lyrics, and other album elements. At the center of each album is the KiT, a patented physical key that uses ultrasonic near-field communication (U-NFC) to connect fans to a rich digital experience with a simple click.

Each album is packaged in a keepsake box and includes high-quality components like photo cards, album credits, and stickers. When fans click the button on the KiT device near their phone’s microphone, it emits a uniquely coded ultrasonic signal, verifying the album's authenticity and connection to the user. In seconds, the digital album experience is unlocked on nearly any smart device. No Bluetooth, no NFC reader, no login required.

KiTalbums are designed to support artists at every stage of their careers. With production runs starting at just 30 units, creators can release high-quality, collectible albums without the high costs or long lead times. KiTalbums can be fully customized, and artists decide what their fans see, hear, and experience, whether it's high-fidelity audio, behind-the-scenes video, or a deluxe edition with exclusive extras.

As the music industry adapts to new demands for speed, sustainability, and direct fan engagement, KiTalbums offer a practical alternative. Optimized production allows releases to be completed in weeks. Unnecessary waste is minimized, making the KiTalbum a flexible option for independent artists and major labels alike.

Each KiT is uniquely coded, giving artists and their teams access to more than 30 categories of data, including geographic trends, repeat engagement, and content interactions. It’s the only physical music release providing insight after purchase. This data helps artists understand how their fans engage and gives them the tools to shape future releases.

“Artists are often asked to choose between the scale of digital and the impact of physical,” says Jennifer Sullivan, CMO and President, North America, “KiTalbums offer the best of both worlds. Artists can create something collectible that fans can hold, while giving them access to rich digital content in a way that feels direct, immersive, and personal.” 

KiTbetter is built on a decade of innovation from its parent company, MUZLIVE, a pioneering South Korean tech company specializing in connected media experiences. In 2012, MUZLIVE launched Smart Media Cards (SMC), the world’s first NFC-enabled music format, allowing fans to access digital content through physical collectibles. Two years later, it introduced the first connected album with K-pop group Girl’s Day, marking a significant shift in how music could be experienced. In 2017, the technology advanced with the introduction of U-NFC (Ultrasonic Near-Field Communication), allowing access to any smart device with a microphone, not just those that are NFC-enabled. This next-generation platform became the KiTalbum.

Since then, KiTbetter has powered releases from a broad range of influential artists, including BLACKPINK, Seventeen, Snoop Dogg, Duran Duran, and Weezer, while supporting a fast-growing community of independent creators. Today, KiTbetter has sold more than 10 million KiTalbums worldwide. 

“We’ve seen major artists use KiTalbums to reimagine what a release can look like, and we’ve seen independent creators use the same tools to build deeper relationships with their fans,” says Sullivan. “This format was built to scale with the artist, not the other way around.”

Music has always led the way in shaping how people connect through art. Today, it's leading an ongoing transformation in art and expression as media merge. Albums are visual. Films and games have iconic soundtracks. Even comics and books are embracing interactivity, audio, and layered storytelling. As media continues to evolve across senses and formats, KiTbetter is building a platform that supports it all.

“We’re creating a new way to experience stories,” says Sullivan. “Whether it begins as music, film, a podcast, or a visual narrative, we help creators deliver that work in a format that fans can hold, explore, and return to. It’s about giving creative work a lasting place in people’s lives.”