Friends and former co-workers Brittany Hodak and Kim Kaupe joined forces in 2011 to launch ZinePak, a New York-based company that aims to rebrand CDs to make them cool and relevant again.

The power duo was recently interviewed by Billboard magazine to talk about how exactly the concept works.

In essence they target “super fans” by loading the CD with coveted items such as collectible pamphlets, guitar picks, patches, and more.

Learn more about ZinePak in the video below: