"Down Under" Downloading

Australia revealed its incredible successful year in regards to CDs and legal downloads this past week. The “Australian Recording Industry Association announced …shipments increased 7.9%, though the value of the shipments dropped about 5%. Digital album sales increased 250%; digital now account for 5.5% of music industry sales (up from 1.5% in 2005). Australian repertoire accounted for a greater percentage of the singles and album chart”. (Aria.com) These sales seem to reveal that success is with local bands that nurture a strong fan relationship and reach their audiences through local groundwork. It has been discussed in prior blogs both the importance of content, and performance. If the record companies reach the artists and the artist reach out to their fans a little more, guaranteed people would buy more CDs. The Internet and downloading seems so removed and from a personal fan based connection. If artists are constantly reaching out to the communities and performing their stuff live or on shows like “American Idol”– they will build connections with all types of ages and various social groups. The artist has the powerful influence to sway sales, more so than then labels and Steve Jobs. Look out how many people buy People Magazine and In Touch – people want to be in touch with Hollywood and desire to know what their “stars” are doing. What they are wearing, eating, drinking and who they are dating. If artists were advocating to buy CDs- wouldn’t consumers be more inclined to buy “under the influence”?

There is however there is an opposing statement in an article on “Coolfer.com” claiming that the Australian record industry has declined since 2006? “The Sunday Mail reported the value of first quarter 2007 sales were down more than 20% versus the same period in 2006”. Bottom line there is so much contradicting information and quotes out there, it’s hard to know what really is going on, and who is really telling the truth. Another important note – piracy is ramped in every country not just the US. If there is music- down-loaders’ will find a way to get it for free.

The article in the “Sunday Mail” described a proposal that Australia is planning to cut off possible phone and Internet service to people who illegally download music. Now that is a definite measure to keep money flowing.