The music world is a fickle one. We want everyone to experience the life changing effects of our favourite new tune, but equally keep it firmly under wraps, for fear that wide spread exposure will damage both our credibility and the fragile magic of the music. Popularity and integrity, cash and cool, forte and fortune are uneasy bed fellows when it comes to reputable music. So the news that HMV are buying main stakes in a number of music venues around the UK leaves a bitter taste in the mouth. Hammersmith Apollo becomes the HMV Apollo. No longer the definitive The Forum, the Kentish Town venue will be the HMV Forum.
But what’s in a name? I doubt people will start inviting their friends down the HMV for a night out. Habits die hard; heck, I still call Starburst Opal Fruits. This new era in the venues’ history is not about labels. In a time when ends of an era are falling like dominos, perhaps this support and cash injection by HMV is what is needed. At least it’s only a change in owner, rather than a sad demise. Hundreds of fans are mourning the close of legendary venues such as London Astoria and The End.
Never one to miss out on a trend, the music scene is also suffering from the credit crunch, the cost of both playing and promoting, as well as attending gigs becoming more expensive. Whilst there will always be organic scenes sprouting new talent, let’s be honest, the music world isn’t built upon word of mouth, and neither will it ever be.
Of course HMV aren’t doing this out of the goodness of their heart. The live music business is estimated to be worth £1 billion a year. Getting a slice of this, and increasing the audience for their albums and merchandising equals big bucks for the music company.
Problems could arise if HMV insist on a whole 360 degrees way of promoting a band – being tied into contracts that allow sales only in HMV stores, gigs in HMV venues and merchandising restrictions will not help struggling upcoming bands, and will deter those who have belief in their music.
But this is not inevitable. Branded venues are nothing new. Carling have done a phenomenal job in promoting music, and whilst there are cries of Reading and Leeds having sold its soul, there are numerous examples of young people who would not have fallen in love with music in the same way if Carling venues and promotions had not offered this accessibility.
So if HMV’s role keeps venues open and live music in the public domain, it can only be a good thing. What is often a rickety area will become more sustainable with such a formidable financial backer. Why keep something out of the way of the vast majority of people. More gigs will be booked, and more risks taken on smaller bands. As long as the feet of fans continue to tap to the tunes, and are not dictated by his master’s voice, the move is welcome.