Category Archives: distribution

EMI group moving from retail to media

Back in October, I wrote a post about how the music industry had lost control of the music distribution and retail game to Apple… and how it would probably have little choice but to evolve into a content business funded by advertising. Well, it looks like this transformation may happen at a much faster pace than anticipated.

Recently published numbers have shown the extent of the music industry crisis: record sales fell 15% in 2007 compared to 2006, and even the 45% growth in digital downloads does not seem to be enough to reverse the music industry’s retail fortunes.

Like many other companies, EMI Group was acquired last year by a private equity group and that usually translates rapidly into a dual effort to cut costs and increase revenues. In EMI’s case, what caught my attention are the plans to aggressively seek corporate sponsorship arrangements beyond youth / lifestyle brands like Pepsi and Coca-Cola.

From time.com: “Dreaming up new ways to make money is vital. One solution: teaming willing artists’ albums up with corporate sponsors, as EMI plans to do. That might have some artists turning in their grave — just imagine that, John Lennon — but with music arenas often branded these days, EMI is confident it can sell the idea to some of its talent. Coldplay’s next CD, brought to you by ExxonMobil, anyone?”

Full article here.

The Music Industry – From Retail to Media

A small hiatus on the blog, because of an intense workload over the last few weeks!

I recently met an executive from Warner Music who is exploring new directions in response to the radical digital transformation that has taken the music industry by storm.

After this discussion it occurred to me that there is a parallel to be drawn between the music and media industries. In both cases the most common business model was about combining content production and content distribution. And in both cases, the digital transformation changed the game … distribution came first. Then once the distribution lock is gone, it opens the gates for a lot more people to produce a lot more content. Natural selection based on talent does the rest.

The media landscape is being deeply reshaped in the digital era – these are not breaking news.

Newspapers are losing classifieds revenue to the likes of Craigslist, paper versions of magazines disappear (good bye Business 2.0), radio is increasingly listened to digitally, and network television shows are migrating online.

There have been several examples in the past where content owners clashed with online content distributors about intellectual property – and how to split advertising revenue. Google was sued in 2005 by AFP, a news agency, over copyright issues. The Google Books initiative was attacked by book publishers and authors. Viacom asked Youtube to remove thousands of copyright-infringing videos, following in the footsteps of NBC and CBS.

Back to the music industry. Those companies were used to operate with a retail (e.g. distribution) model and “moving product” (vynils then CDs). Getting airplay and maximum repetition was a means to an end… not unlike advertising, a way to promote record sales.

Now Apple has the upper hand in music distribution – with no serious competition, except maybe the recently launched MP3 download store on Amazon.com.

Look at the 20 most seen videos of all time on YouTube.

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Nine of them are official artist music videos, including bands like My Chemical Romance and Linkin Park that are signed by Warner labels. Those hundreds of millions of views are proof enough that music companies own the rights to content that is extremely attractive for online audiences. So are these companies the next in line to use legal action to force Google to share some of its advertising revenue? That’s quite unlikely – old habits die hard. They have always sought artist exposure and were all too happy to get this exposure for free.

Artists have discovered that the Internet is also a way to bypass middlemen, not just for marketing but also for sales. Radiohead has created the sensation once again with their recent announcement, and many bands have jumped on the publicity bandwagon.

Talking of Radiohead – this reminds me of John R., a former colleague of mine when I worked in London. John had previously worked as a talent scout for Sony Music and he liked to joke about the fact that he passed on the opportunity of signing Radiohead!

If you want to read more about artists embracing the digital age, Wired had a fascinating cover story on “the rebirth of music” in 2006.

Can artists do entirely without record companies in the near future? Probably not. After all, the music industry has a proven track record in discovering and nurturing talent. If anything the Internet makes the talent easier to spot. There are many hopefuls posting their webcam musical performances on Youtube like Esmee Denters, Mia Rose or Lamiyah. Audience ratings and comments are a transparent way to assess their growing popularity.

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As a conclusion there is some irony in the current situation of the music industry.

When Apple introduced legal music downloads and a robust Digital Rights Management system, the music industry saw this as an opportunity to finally solve the problem of piracy on peer-to-peer sharing platforms like Napster and Kazaa. Yet today, Apple is in such a dominant distribution position that it has become a major threat to the industry.

Google’s stronghold on search is seen as a threat by most content owners. Yet Google is probably the very opportunity for the music industry to achieve its transformation into a media business that leverages an enticing and exclusive content.