Saturday, 17 October 2009, 11.45am: Busting Open Digital Myths

This session will explore the dynamic and changing digital music environment. How far have we come, where are we at now and what developments will shape the industry in the future?

Venue: Rydges CBD Hotel, Level One, Conference Floor

Speakers:

• Simon Wheeler, Head of Strategy, Beggars Group (UK)
• Scott Murphy, CEO, D:Net Media (AUS)
• Atul Churamani, Vice President, Saregama (IND)
• Michael Smellie, consultant (AUS)
• Mathew Daniel, Vice President Strategy Development, R2G Media (CHN)

Moderator - Nick Crocker, Founder, Native Digital (AUS)

For me, the highlight of this panel was Simon Wheeler - Director of Digital at The Beggars Group, which consists of indie labels like 4AD, Matador Records, Rough Trade Records and XL Recordings - discussing the strategy behind why the group allows music blogs to repost free mp3s.

Wheeler compares this online tactic to servicing radio pre-web, with the added advantage that fans can take a sample of a forthcoming album with them. This both satiates fans’ demand, and allows them to ‘try before they buy’.

Beggars Group work with the likes of:

Atlas Sound, Basement Jaxx, Beck, Belle & Sebastian, Bon Iver, The Breeders, Cat Power, Jarvis Cocker, Dizzee Rascal, The Hold Steady, Jay Reatard, Mogwai, M.I.A., My Morning Jacket, Radiohead, Lou Reed, Sigur Rós, Sonic Youth, The Strokes, Super Furry Animals, Thom Yorke, TV On The Radio, Vampire Weekend, The White Stripes and Yo La Tengo.

Take a look at footage of Wheeler speaking at the Independent Times panel below.