( E )ven ( M )ore ( I )nvestment?

If I was a shareholder in EMI, the big question I'd be keen to hear answered this week would be - what exactly are you planning to use my £100 million for?

As the home to some of the world's biggest artists - who continue to be as popular as ever, despite the company's insistence that the massive defecit is due to the recession and the "continuing rapid decline of the physical market" - one would think EMI would be able to maintain a strong position in the industry. The analysis this week of the company's position hints towards continued mismanagement and bad deals.

Like many sectors, the music industry is beginning to fall foul of lack of trust and transparency. Music fans are turning away from physical products and refusing to pay what they now believe to be too high a price for compact discs - which have for most become obsolete anways. Fans don't respect big record labels. But they are still investing time and money in the music and artists that they love. The superbrands under EMI - Kylie, Coldplay, Pet Shop Boys, The Beatles - all have huge asset potential beyond recorded music.

Its the equivalent of Unilever somehow suddenly failing to release that people still need deodorant.

EMI has stated that it will be producing a new business strategy in return for continued investment. Surely this is too late - especially if the business plan is just "more of the same but with emphasis of digital and less on physical products". They are going to have to come up with something remarkable, and fast. It is no wonder that the big players continue to get left behind, with faulty strategy resulting in both artists and music fans turning their backs. If they havent been paying attention, everything is changing. Keep up and stay ahead, or the banks will take control. And if that happens, another formerly great British business will certainly be over.

The Icons

The National Portrait Gallery is exhibiting a Gay Icons series - ten prominent gay "selectors" are asked to each name six individuals whom they regard as inspirational. The icons are not required to be gay, but rather the show provides insight into who - and what characteristics of an icon - influence the lives of todays prominent gay figures. The portraits themselves are secondary to the stories behind the inspiration.

You couldn't see the exhibition without questioning who has been instrumental in your own life. Here are a few of my own ...

Neil Tennant

Stylish, ground breaking, and with seemingly endless stamina. Neil Tennant has always provided musical inspiration via the Pet Shop Boys - but beyond that obvious link he has been a pop culture icon on every front. Where he stands above so many of his contemporaries is through his inimitable dignity. He is a trusted and respected voice of British culture and the world is a better place because of the joy he has brought through his career.

James Dean

Those who leave the world prematurely often have iconic status thrust upon them. James Dean was a pop star in his own right. His skill as an actor was evident despite appearing in only three films. What would he achieved if his time had not been cut so short? Though we must decipher his true life story from the legend it appears he was an outlier in every aspect - it is no surprise that he continues to inspire new generations.

David Bowie

Bowie is a true genius. His songwriting skill is unparalleled, as is his talent for invention of all aspects of his world. He takes risks and in doing so has been an influence on probably anyone making music today.

John Cage

For some reason I have been fascinated by Cage from the moment I became aware of him. Odd considering my love for pop music and melody! He was a many of layers of complexity - philosopher, composer, artist, activist, Buddhist. Yet everything he did was with consistency and conviction. He gave me silence and for that I will be forever grateful.

Barrack Obama

Because very few individuals actually give hope to the world. It's a gift that we should never take for granted. Obama has only been with us for a short while but already he has achieved so much - the simple act of his rise to the top is overwhelming. He is the only politician I have ever believed in - he can actually change the world.

Brand Madonna

The 2009 Superbrands have been announced, with the likes of Microsoft and Google (not surprisingly) leading the pack again this year. Skimming through the list my suspicion was confirmed - not a single position given to anyone in the music industry.

This is perhaps a reflection of why the industry struggles. In days of yore, labels operated more like a traditional consumer brand. Buy a Motown record, and you knew what you were getting. Trust was established, and an expectation of the Motown experience was assured. The music industry seems to have turned its back on this strategy. In comparison, the gaming world is lapping it up - with Nintendo and Playstation holding positions in this years' top 100.

None of the major labels today exhibit characteristics of a strong brand. Rosters are sporadic, constantly changing and have no glue connecting the artists they release together. But most of all the labels fail to create any emotional ties with the consumer - in fact most music fans probably couldn't tell you what label their favourite artists are on. There are a few mid-weight labels - like Warp or Modular - who have managed to achieve brand status (though sadly not to the level of the Superbrand ... yet!).

Where the big labels fail, many artists have certainly risen to become brands in their own right. The best example of this is of course Madonna. What lets her down on the Superbrand scale is inconsistency - her policy of reinvention and desire to court controversy means she loses trust. And though she maintains a loyal following she has struggled to attract new consumers to brand Madonna.

A consistent experience is what has lead Depeche Mode and Pet Shop Boys to become successful. Quality, strong image, believable - they are certainly groups that have used their brand to maintain an audience where their contemporaries have failed to do so.

Some people would argue that music shouldn't be tarred with the brand brush, but I believe that artists and labels can create powerful brand loyalty and use this to thrive. Brands are about creating a lasting positive experience which form an emotional bond with a community of ambasadors who spread the message. Music is already a powerful medium, it is made even more addictive when artists are able to capitalise on their brand potential.

Chatting about brands yesterday a friend of mine asked which was my favourite. Without even thinking I responded - Apple (number 9 on this years Superbrands list). I have used their products consistently for over 15 years and am fiercely loyal to them - to the point where I defend any criticism of their work. They are fantastic at creating emotional bonds with their customers, through their customer service and image. And their shit works - I've never had an issue with anything they have ever made. A fascinating, innovative company who have been a true inspiration.

Image by dadawan on Flickr.

Introducing the Pet Shop Boys ... for Every Daily Mail Reader ...

I caught a TV ad yesterday afternoon for what appeared to be a Pet Shop Boys greatest hits compilation - featuring a bonus new track. The resolution of the videos seemed rather cheap and the track selection obvious - but this was not directing us to follow up the Pets' Brit Award by picking up Pop Art or Discography. We simply need to buy today's Mail on Sunday to collect our free CD.

Clearly someone has lost the plot. 

We know that Middle England loves the gays. Well, as long as they remain a safe distance, aren't having sex, stay away from our children, and camp it up in the style of Graham Norton or Michael Barrymore. But how hypocritical is it for The Mail unleash their vile homophobia throughout the week, only to reward readers with a free gift on the weekend from openly gay artists?

And what is Parlophone's strategy? How much have they spent on the cover mount deal (not to mention the prime time TV ad slots) to promote their celebrated act to the conservative middle class? If the intention is to market the artist to the widest group possible in advance of the Pets' new album, then I propose that the team at Parlophone go back to marketing school.

Partnership deals between the press and labels are now the norm - you almost expect your complimentary CD or DVD with the weekend papers now. But like any brand association, if the two products don't relate, the consumer will fail to develop trust with either brand - and the marketing is therefore ineffective.

I can't imagine that the Pet Shop Boys sanctioned this relationship. I hope heads will roll at Parlophone on Monday morning.

What Have I Done To Deserve This?

Four simple reasons why the Pet Shop Boys will be receiving the "Outstanding Contribution to Music" award at the BRITs tomorrow:

1. CONSISTENCY

50 million records sold and four number ones, their integrity remains intact by building upon their trademark sound - rather through zeitgeisty reinvention.

2. CRAFT

The duo of Tennant/Lowe are fantastic songwriters, with a panache for melody and creating both pop and art out of their music. One only needs to marvel at the genius of "Being Boring" to see how perfection can be manifested when sound meets poetry.

3. COLLABORATIONS

From day one PSB have selected incredible people to work with, when Neil Tennant tracked Bobby Orlando down to help bring "West End Girls" to life. From then they have hand picked a host of great talent to become part of their contribution to pop - be it Dusty Springfield, Harold Faltermeyer, Trevor Horn (may I include yours truly as well?). They have also brought great vision to their works through their involvement with designer Mark Farrow.

but most of all

4. CLASS

Sophisticated, intelligent, perfect.

Summer Sounds Vol. Two - Unplugged

I was all geared up this weekend to continue working on a remix for great Swiss duo Division Kent when suddenly the power went out. Most of South London was left without electricity all day yesterday - is there anything to leave an electronic musician feeling more impotent than a power failure?

Thankfully summer had returned for a few more days ... to celebrate here are five more summer sounds - this time with an unplugged theme (well, sort of ... songs that aren't so reliant on the joys of synth ...)

Tears For Fears - Head Over Heels

The triumphant piano opening, the fabulous nah-nah outro - a true classic.

The Pixies - Here Comes Your Man

The beauty of the Pixies is that they were never predictable - every album was a hodge-podge of genres, languages, style - truly unique.  

Pet Shop Boys - Home And Dry

This track eluded me for several years, along with the rest of the Release LP. I remember seeing it on Top Of The Pops and not really understanding the direction that the Boys were taking.  When I finally heard it again several years later with fresh ears I realised its poetic simplicity - and now it sits high in my PSB chart.  A romantic song for summer.

Fleetwood Mac - Go Your Own Way

Rumours is a fantastic album that includes so many classic pop songs (and the iconic sleeve featuring Mick Fleetwood's castanets...).  A great summer travel soundtrack.

Kings of Convenience - I'd Rather Dance With You

Erlend has one of my favourite voices - it is surprisingly versatile in application, working fantastically in both his acoustic work with Kings of Convenience and his solo electronic collaborations.  All of the Kings' work is great - this is their spunkiest sunshine anthem.

 

Summer Sounds - Vol. One

Unbelievably summer weather in London calls for a sunshine playlist.

Here is volume one - some LPs from 1966-91 that epitomise the summer season.

Beach Boys - Pet Sounds

I'm sure this is on everyone's list. But it is there for a irrefutable reason - fantastic song writing.

Supertramp - Breakfast In America

A great driving album. Not that I drive much anymore ... but a perfect soundtrack to a car journey across a continent ...

Depeche Mode - Music For The Masses

Perhaps this makes the list not so much for the collection of tracks, but for being the tour that '101' - their classic road biopic - is based on. And it reminds me driving into Calgary on a hot summers night to see the band on their Violator tour. A defining summer moment.

The Beloved - Happiness

Classic balearic joy. An flawless debut album.

Electronic - Electronic

When I found this record as a young child I couldn't believe my ears. The marriage of three heroes - New Order, The Smiths (well, Johnny Marr), and Pet Shop Boys. Still sounds as fresh to me today as it did in 1991.