Just shows how little the record companies understand their customers. EMI offered them music in a format that was of no interest to the teens. Now, if they offered a certificate for 50 free downloads, I think the story would have been different.

Here’s an interesting bit from Techdirt:
http://techdirt.com/articles/20080129/192849117.shtml

It appears they’re trying to copy a fairly successful promotion from the UK by partnering with the New York Daily News to offer free downloads to purchasers of the paper. I don’t know that it will revolutionize either business but it shows some recognition of the need for change.

That is too funny. I was in the music industry for years in the 90′s….and the schwag was your ultimate tool in buying souls.

So nice it doesn’t work anymore.

Come on RIA, stop dictating to your users and join the conversation some more.

Interesting story indeed, agree with Vincent but would have added T-shirts reading “I love EMI” with the download certificates…

[...] Economist has an article that depicts how this happened at EMI. (hat tip to Wikinomics) …� EMI, the world’s fourth-biggest recorded-music company, invited some teenagers into its [...]

Frankly I don’t understand how the could be surprised that people wouldn’t want CDs. The CD is the wrong medium, its like trying to sell tapes 8 years ago and wondering why a kid with a discman wouldn’t want them.

The real problem is that we are at a tipping point now where people no longer even use devices that can play CDs. You can’t stick a CD in your iPod, or in your phone, cars stereos all now come with MP3 or iPod capability and when is the last time you put a CD in the DVD-R drive on your computer.

I still have a couple boxes of vinyl LPs in my basement.

Financially, it doesn’t make sense to buy one of those turntables that allows you to make digital copies. It would be cheaper to buy the songs you want from iTunes…not to mention, other ways of (cough) acquiring them.

Still, I have an emotional attachment to my copy of Tattoo You by the Stones. I remember taking the subway downtown (a big deal, if I recall) to buy it at an Honest Ed’s $3.99 door crasher.

I bought Bad Habits by the Monks around the same time…without the back of the album cover, you don’t really “get the “of the jacket art.

[...] was the moment we realised the game was completely up,” says a person who was there. [From When free isn’t cheap enough] EMi, Gratis, Music, [...]

[...] media distribution channels that don’t seem to “get it” on Wikinomics can be like shooting fish in a barrel, but I was compelled to write this post based on two experiences I’ve had [...]