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Max Hole: Asian music markets show 'the future' of the industry

Tuesday, May 27, 2014   (0 Comments)
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ISPA partner organization International Arts Manager (IAM) has reported on the keynote address given by Max Hole, Chairman and CEO of Universal Music Group International at Music Matters, Asia’s premier music conference, held between May 21-23 in Singapore.

Held each year as part of All That Matters, the event brings together music industry leaders for a program of talks, workshops and performances, with an emphasis on digital technology and social media.

The reproduced article below is published on May 26, 2014. You can also read on the IAM website in full here.



China represents ‘the world’s biggest experiment in testing the new business models of the future’, according to Universal’s CEO and chairman Max Hole.

Speaking at Music Matters in Singapore, Hole said that the entire Asian region is consuming music like never before due to rapidly developing digital technology and new access models.

The Chinese have virtually bypassed the business model that we came to rely on so effectively in the West and Japan over the past 50 years,’ he said. ‘The traditional model of purchasing musical product, be it physical or digital, has never really existed in China on any major scale. The market is moving straight to one where it’s all about securing access to tracks. We are in the middle of an extraordinary transition and it’s very exciting to be part of it.’

Whilst acknowledging the potential of China and the wider Asian market, Hole said that long-term vision and relationship-building would be key in securing the industry’s future.

He also stressed the need to invest in local talent at a grassroots level. ‘In the last 50 years the music industry has made 80 per cent of its money in about 10 countries, and too much of our money in Asia with artists from outside the region.

‘In the next 30 years I believe this has to change. The 80/10 split is bad for business, bad for artists and bad for fans. The real opportunity is turning the 80/10 into something more evenly balanced. Indonesia, China and India are key markets for us in achieving this.


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