INTERVIEW
“ You don’t do what we have done as a one off”
in whatever genre. I think the result is going to be good for the UK economy, British culture and trade. Our new operation, be it Virgin or Capitol, ticks every box in the market and gives British artists the opportunity to be focused on showcasing their guts and courage.” The shattering of the old business model as the music industry moves to a digital transformation has also brought the challenge of addressing piracy. “There is a continued threat to copyright and intellectual property (IP),” says Grainge. “You can see in other markets where IP is not regulated, there is not a music business or culture to the same degree.” In his view, governments and institutions have a duty to protect IP against piracy to ensure future investment. “Few industries have had to endure the same level of piracy as the music industry in recent years,” he opines.
Despite the impact of the industry being disrupted so spectacularly, Grainge remains positive, citing the fact that demand for music has actually increased in recent years. But he insists that only by carefully managing all channels can this demand be effectively addressed. “We’re seeing benefits from a combination of technological innovation in various areas,” he says, “including the use of smartphones and tablets, of anti- piracy and protection of IP globally. These are good reasons for having courage to invest, even though we are still completely disrupted. There will still be substantial bumps along the way and there is no way this industry is through that yet.” Grainge believes that being competitive requires a multi-layered response to any
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increase in demand for music. “You can’t benefit from this increase unless you have a catalogue, libraries, legacy and artists,” he says. “It’s how they collide to make an offer or a platform for consumers that makes it really effective. The actual formula for success hasn’t changed. I think that it is fairly uncomplicated; a piece of music starts with a great song. Great songs and great voices have been the formula for the 1950s, 1960s, 2000s and now.”
ENDURING POPULARITY
So why does Grainge, who has witnessed successive styles and movements, think British music has been so enduringly popular? “There’s something about our legacy, culture and our ability to communicate,” he states. “When you put that all together that’s why we’ve been so important. The impact of language and culture has meant that 70-80 per cent of music in the world is in English.” Grainge believes that the traditions that formed this domination, from the Beatles to now topping US charts act Mumford & Sons, are likely to continue. “Because music is part of culture and part of what we are about, it means there is a whole ecosystem around music that is peculiar to the UK,” he says. For this reason, Grainge is confident the tradition will continue on an upward trajectory, spawning new generations of acts. He says it’s a culture that continues to run deep. “A lot of people in Britain see music as a life calling, similar to that of being an actor,” he asserts. It is through this special attachment to the music industry that Grainge believes globally successful artists from the UK can have a wider impact on the country’s
economy. “It is not only true that creativity is inherent to British culture,” he says. “There is also a strong relationship between creativity and commerce. I believe very strongly about the impact this has on people’s lives. There can even be a strong cultural contribution to the export market.” Grainge’s commitment to the Business Ambassador role was felt at the beginning of the year when he hosted an innovation forum in LA with support from UK Trade & Investment and Founders Forum that brought entrepreneurs from London to mix with Hollywood and Silicon Valley executives. The guest list included luminaries such as singer
will.i.am, Wikipedia founder Jimmy Wales and DreamWorks Animation’s Jeffrey Katzenberg. Prime Minister David Cameron joined by video link. Emeli Sandé, who sang at the London 2012 Olympic and Paralympic Games and who Grainge is helping to break into the US, performed for 300 guests afterwards. The UK music industry has plenty of challenges in its path if the cultural dominance of the last 50 years is to be maintained. But with an energetic ambassador in the shape of one of the world’s most lethal networkers, its destiny is in good hands. Will Grainge host similar events, particularly in the UK, to maintain the momentum he has set? Absolutely, he insists. “You don’t do what we have done as a one off,” he roars back. n
GET INVOLVED VISIT
www.ukti.gov.uk/creative or contact the Creative Industries Team at
creative@uktradeinvest.gov.uk
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