iTunes, EMI, DRM and sliding music sales

Stephen Withers
Monday, 28 May 2007 08:49

Your IT - Home IT

While that decline did parallel the growth of P2P file distribution, it also happened during a period of massive uptake of mobile phone usage among young people. With mobiles now placed in the 'need' (rather than 'want') category, something's got to give. If you're spending $80 per month on your mobile, that's three or four albums that can't be accommodated within the same allowance or wages from a part-time job.

And look at the demographics - in most developed and some developing countries, young people make up a smaller percentage of the population than they did in the sixties and seventies. That generation wasn't called the baby boomers for nothing. Given that contemporary music consumption is generally more pronounced among the young, we shouldn't be surprised if sales aren't as strong as the record companies would like.

What's happened to the really big acts? Some people like to suggest a lack of talent, which I don't think is really fair - although more emphasis seems to be placed on appearance rather than ability than used to be the case. Look at photos of the big names from the sixties, and even if you allow for the clothes and hairstyles, you can't help wondering which (if any) would be able to score a contract today.

No, I think what's happened is that there has been a fragmentation of popular culture. When I was at primary school, there were just two TV channels, one radio station playing pop music, two main music magazines, and teenagers were either mods (scooter-riding sharp dressers), rockers (black leather and motorbikes) or non-aligned. Compare that with six TV channels and dozens more on pay TV (including several that are mainly music), ten FM contemporary music stations (and more on cable), and a far more diverse range of youth tribes. And then there's the Internet and YouTube, MySpace and all the rest of it.

With all this going on, what chance is there for a repeat of Beatlemania? Practically none. Another Elvis? Probably not. The media landscape has become too diverse. Is that a bad thing? If it means that more performers can make a living, I'd say it isn't. But those relying on the superprofits that come from being part of or associated with a mega act probably have a different opinion.

The MacBidouille story mentioned above may be available in English translation at HardMac in the near future.