Does anyone here remember Battiato? First Name: Franco. …Not many, I guess, given the scarcity of Italian New Order fans, (Why? Too busy listening to Pavarotti vocal prowess?, who knows). Well he was/is a singer songwriter who in the Eighties used to sing “ The Music business empire grows ever larger while the stage is full of moving half wits”
Well, the stage is as full of dimwits as ever, maybe fuller, but the business has long ceased growing: This year the estimated CD world sales will contract by 6% when compared with last year’s. Which had already seen a steep decline. It was in fact, the 4th declining year in a row.
The industry has already find the culprit: piracy. Easy, innit? Only it is far more complex than that.
Part of the decline is attributable to the worsening economic situation. That much is clear. The end of the CD reposition cycle (people buying PC&L on CD to consign the vinyl to the basement where David Essex has long being languishing, bound and gagged) has not helped either.
No less true is that today music finds strong competitors in the fight for the crucial teen pocket money. Mobiles and videogames claim an increasingly larger portion of potential music buyers’ disposable income. What is equally important, the fight extend to their souls: years ago music played an important part in defining who was “in” and “out”. You could be “so yesterday” by simply not knowing Rough Trade’s latest sign up. Today peer pressure means that not being proficient at “Splinter cell” is far more important in determining the playground’s pecking order. Nothing wrong with that, surely, that is, unless you are a top exec with a major label. According to the International Federation of the Phonographic Industry per capita expenditure in CD’s in the top five markets declined from €42 to €38 between 1999 and 2001.
Lastly there is this minor, tiny proposition that the industry refuses to consider even to negate it. It could conceivably be that most popular music produced today is ...well…not very good. “Best selling” lists appear chock-a-bloc with one day wonders whose sell by date is shorter than most yoghurts you can buy at Sainsbury’s (Timber-who did you say?), endless repackaging of old hands (great, another Elvis sings the Beatles Compilation!) and marketing products supported by massive TV coverage (Pop Idol). As a result the airwaves are clogged with huge acts that were already there 15 years ago and tiny boppers who won’t be there in two. The creative bankruptcy in which most labels found themselves is difficult to exaggerate.
Today’s music business finds his market niche more in the tuck shop than in the delicatessen with the long terms consequences for the business that are to be expected. When you buy a record by New Order or The Smiths you are investing in ageless music, you are also buying a whole work not a massive hit saturating all the available ear slots. When you buy something by Christina Aguilera or Limp Bizkit you are buying into a single hit based on massive promotion, you most certainly know you won’t be listening to it at the end of this season so why bother buying the whole CD when you can download the single for free?
Discuss.