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Industry News
Music Industry NewsCAMPAIGNS Music unveils matters of principleThe industry is embarking on a historic and high-stakes campaign with the launch of Music Matters to remind people about the "significance and value of music".The educational campaign, which it is hoped will ultimately change the behaviour of some music fans and steer them away from filesharing sites, is being backed by a cross-industry coalition of heavy hitters drawing together artists and senior executives from major and indie labels, publishing, management, retail, the media and industry bodies. They all congregated at Soho's Curzon Cinema last week to watch the debut public screening of eight short animated films which tell the stories of artists including Sigur Ros, Kate Bush and John Martyn.Each of the films ends with the pay-off line "... And that is why music matters" to gently push the message to the public that artists have real stories and struggles before they are able to bring their music to life.The initiative also includes the launch of a Music Matters "mark", designed to badge legal music services. Early adopters include 7digital and HMV.com.
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