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‘Stop divide between physical and digital music’, says exec

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Physical and digital music formats should be viewed as part of one ‘big landscape’ rather than in competition with each other, a music industry executive has advised.

Proper Music’s Vangel Vlaski made the comments as part of the Physical Market in Numbers panel at The Great Escape in Brighton.

Discussion focused on the relationship between online music and physical product and how music lovers are increasingly adopting a ‘multi-channel’ approach to the way they consume their music.

Commenting, Vangel said: ‘As an industry we should stop the divide between physical and digital. It’s one big landscape that is symbiotic. This idea of competition is a good story, slightly controversial but as a matter of fact we’ve seen that they both co-exist very well.’

Natasha Young from Brighton’s Residence Records agreed. ‘If you tell people enough that something is not cool, it’s not cool.

‘We’ve made CDs unfashionable, but they are very versatile and portable. People aren’t defined by Spotify playlists but they are by record collections.’

Figures from joint research were commissioned by BPI/ERA from Audience.Net in November 2015 showed that two-thirds of music buyers considered themselves as ‘multi-channellers’.

This means they are increasingly turning to streaming services to discover and engage with new and favourite recordings before purchasing the music they particularly love on physical formats.

Look out for more content from this year’s Great Escape over the coming days.


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