The music industry needs to adapt to the 'digital landscape' as downloading increases, experts have claimed.
A survey published by the British Music Rights (BMR) organisation this week found that a huge proportion of 14- to 24-year-olds admitted to downloading music illegally, with some fans downloading thousands of songs per month.
But according to a spokesman for music retailer HMV, the music industry must acknowledge that downloading is "part of the landscape of how people discover music now".
"Downloading happens, we accept it and adapt," he told inthenews.co.uk. "It's the serial downloading that everyone gets upset about and is really taking bread out of the mouth of the artists and labels."
The poll, carried out for the University of Hertfordshire, found that on average 50 per cent of the content of young listeners' mp3 players had been downloaded illegally.
But with the respondents also indicated they would be willing to pay for a legalised filesharing service, the BMR has stressed that the future is still bright for music sales.
Feargal Sharkey, the BMR's chief executive and formerly of punk legends the Undertones, told the Guardian newspaper the music business should "draw great optimism from this groundbreaking survey".
"First and foremost, it is quite clear that this young and tech-savvy demographic is as crazy about and engaged with music as any previous generation," he explained.
"Contrary to popular belief, they are also prepared to pay for it too. But only if offered the services they want. That message comes through loud and clear."
And according to HMV spokesman Gennaro Castaldo, it is "sensible and reasonable" to assume that consumers will choose the convenience of downloading, either legally or illegally, and the challenge that awaits the industry is to evolve.
"From retail's point of view, the model we have is that people like to mix and match between physical and digital music forms. If you're a fan of an artist you'll want to go and see them and buy the t-shirt, so money will still be made that way.
"Of course, the anti-establishment nature of downloading is part of its appeal, but in terms of most consumers, the vast majority will engage via a mix of physical and downloads, some legal, some not. As a retailer we acknowledge and are prepared for that."
He explained that HMV is rolling out next generation stores with download kiosks and social networking access points which provide a social space to spend time in - and created a 25 per cent uplift in sales after being trialled in Dudley.
HMV also plans to launch a "social discovery site" at getcloser.com and in HMV stores, allowing music and film "to share their passions and recommendations".
18/06/2008 00:01:01
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