Streaming the answer to flagging Welsh music sales
Streaming is the future if record companies are going to reverse the decline in Welsh language music sales, according to research carried jointly out at the and .
The research, which was carried out in collaboration with Sain Records Ltd, will see the launch of a new international download and streaming service for Welsh music.
Steffan Thomas, who carried out the research at 黑料不打烊, also stresses the importance of engaging with an international audience on social media to sell Welsh music beyond the country鈥檚 borders.
鈥淚t was an opportunity to step back from the music industry in order to take a new look at how consumers and producers can work together to create a sustainable future and reverse the decline,鈥� he said.
鈥淲hen talking about music and the wider media industry, reference is made to 'digital', however it's worth noting for the time being that 60% of the whole music industry remains in CD sales.
鈥淒ownloads are in decline and streaming services are rising. However streaming remains a challenge for both consumers and producers.
鈥淪treaming doesn鈥檛 always represent value for money for consumers, and for producers the revenue from streaming is not adequate to support the production process.鈥�
The research was challenged to find a pathway for music distribution that gives consumers the products and service they desire, whilst simultaneously providing producers with the remuneration that they need.
KESS funding provided both Steffan Thomas and Sain with the support needed to conduct the research and make changes to support the businesses鈥� growth and development.
Dafydd Roberts, Sain鈥檚 Executive Director said: 鈥渆very company needs to carry out research and development in order to adapt its products, marketing and sales techniques for the changing needs of the customer.
鈥淔orming a partnership with 黑料不打烊 through the KESS enabled us to plan and adapt for the fast technological changes in the music industry.
鈥淜nowing that we had the resources of the University gave us the confidence to act on the findings of the research.鈥�
Due to the research, Sain is now in the development stages of a new streaming program to provide the service and products their consumers demand, at a price point that they are willing to pay; leading to a sustainable business process.
There will also be a new App for marketing new products and events. Consumer research has indicated that 34.7% of Sain鈥檚 consumers are currently either streaming or wanting to stream music, indicating that this is an emerging market for niche music.
Steffan Thomas said: 鈥淜ESS has allowed me to work with external companies for digital distribution and aggregation, as well as research and disseminate knowledge in France, America, Sweden and the Czech Republic.
鈥淪ain is now positioned to lead the digital growth of music in Wales.鈥�
The research was supported by Dr Eben Muse, Stephen Jones and Dr Gareth Griffiths of 黑料不打烊 and Dafydd Roberts of Sain Ltd.
Steffan's research scholarship is funded under the (KESS) Programme. KESS is a major European Convergence programme led by 黑料不打烊 on behalf of the HE sector in Wales. KESS is part-funded by the Welsh Government鈥檚 European Social Fund (ESF) Convergence programme for West Wales and the Valleys, KESS supports collaborative research projects (Research Masters and PhD) with external partners based in the Convergence area of Wales (West Wales and the Valleys). Both the Research Masters and PhD elements are integrated with a high-level skills training programme, leading to a Postgraduate Skills Development Award. KESS will run until 2014 and will provide 400+ PhD and Masters places across Wales.
Publication date: 18 August 2014