On Air On Sale Strategy – “Not Working”

A strategy that was recently released that changed the way that music singles were released and sold has been criticised by one of the biggest UK record companies. Sony has stated that the strategy that changed when the new tracks would be released simply does not work. This comment has come after numerous other record companies and artists have criticised the strategy.

The strategy was launched in January of 2011 by Sony and Universal, another major record company, this new way of releasing music was named On Air On Sale. Essentially this meant that tracks could be purchased by consumers from the moment that they were played on radio. It was hoped that as well as increasing sales this strategy would help to combat piracy. A spokesperson from Sony has now stated that this strategy is being reassessed and that each release would now be considered on a case-by-case basis.

Some records will continue to be released using the On Air On Sale strategy but some will not be released using this; how singles will be released will be determined by which method is best for an individuals career.

The other record company involved in the strategy, Universal, has stated that this will remain to be their policy on releasing singles. Although rumours suggest that Universal are also due to drop this policy.

Before the On Air On Sale policy emerged, songs would be played on radio stations for several weeks before they could be purchased. Music industry workers believed that the playing of songs but the lack of opportunity to purchase them potentially fueled piracy. Record companies felt that this strategy would address this issue and it was also hoped that sales may increase. Many people believe that some people forget about songs or go off them as they are constantly played on the radio but they cannot be purchased.

Research has suggested that the new policy has not worked in the way hoped and that record companies have gradually moved away from using it. It was hoped that all record companies would sign up to this policy in order to make it a success. A spokesperson for Universal stated that without the backing of all record companies the policy was pretty much dead. They continued by stating that in the present day consumers should have the right to purchase music at anytime after hearing it; denying this would mean denying sales of music.

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