What is the Problem?
1. Illegal Downloads are impacting music sales.
“In 2010 7.7 million downloaded music illegally.” Around 1.2bn tracks were downloaded illegally costing the music industry £219m”
2. Add value/ experience to new music releases for the audience.
3. Bring the music industry (Warp Records) into 21st Century.
“In 2010 there was 36.3% increse in online sales of music, compared to the previous year. The xx have sold around 35% of their 120,000 units online. Music sales at HMV are down 5% this year.”
4. Ecourage a lasting community behind the release.
5. Communicate Warp’s evolution as a global creative label.
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