Primary research - Questionnaire

 I created an online questionnaire using survey monkey to collect information on illegal music downloading, the questions and results are listed below.

Primary research - Focus Group

I have chosen to observe my focus group and have Tasha Turner – Wray leading the group, as i will need time to record the information discussed during the session. I have asked her to read out a few key questions to the group before the session so they have a brief idea of what to expect.
The Key questions are;
• Do you think live music has been affected by illegal downloading.
• Do you think online music is over priced?
• Do you even see downloading illegally as a crime?
• How often do you download?
• How easy is it to illegally download?
As I am using my class mates to run this focus group, I do not have a range of demographics to give me different responses, however the psychographics in the group do vary.
I think my focus group ran really well, everyone was fully engaged with the subject and gave information that I found relative and informative. I found that there were a lot of comments which I was surprised to hear, for example one participant said that they do illegally download regularly; however they would be happy to pay up to £40 to see an artist live in concert. Many of the participants have noticed that the live music scene is on the up. Many of the participant also said that everyone they knew illegally downloaded “79p is cheap for a single track, however when you can get it for free just as easily it feels like a bit of a waste of money” (Aisha Thomas -  student).
All of the participants that took part in the focus group all said that they own an iPod or mp3 player, they also all agreed that the mass use of mp3 playes linked to rise in illegal downloading. "It is so easy to pick a song you want, download it and put it on your iPod, it cann all be done in a couple of seconds" (Rubi Sulivan - student)
More than once the observation was made that although illegally downloading is stealing, it does not feel this was as it is so easily accessible through programmes such as limewire and pirate bay. It was also said by more than one person that young people do not have a lot of money, so they found the option of illegally downloading music ‘easier than spending £9.99 on a cd’. Many people commented that they found music overpriced.
The subject of iPods was brought up during the discussion as being partly responsible for this trend in illegally downloading music as most online music is found in mp3 form thus making it very simple to download.
One participant commented on smart phones making it much more difficult to share music with your friends when out and about. Previously anyone with a Bluetooth connection could share files quickly and easily, however most modern smart phones do not allow file sharing unless you have the exact same make and model phone.
Overall I have gained a lot of constructive and valuable information from this focus group, which has enabled me to further my research .

Primary research - Interview with Steve Lewis (former director of Virgin music)

1.       How do you think that the internet has changed the music industry?

a.       The internet has changed the way everyone experiences music, hard record sales as a whole have nearly halved in the last ten years, we are moving into a digital age, where everything is accessible via the internet. Due to illegal downloading, which for many is the norm for getting hold of music, the live music scene has boomed massively. Artists now earn the majority of their living threw ticket sales for gigs, rather than threw album sales. We have found that people are much more willing to spend £30 - £50 on a concert ticket than to spend £9 on a new album (or around £7 if downloaded legally), I think this is because people like to experience music rather than just listen to it.

2.       How has the invention of the iPod changed the way we listen to music?

a.       The iPod changed the way we all listen and enjoy music, we can now have music with us all the time, our whole music library with us at the touch of a button where ever you are. It has integrated music into our everyday lives. You get on the tube or on a bus and everyone is plugged in. I also think ipods are also partly responsible for the rise of illegal downloading, especially among the younger generation, getting the latest tunes on your ipod is essential. Plus you have to remember most young people are skint, meaning that the little money they do have certainly wont be spent on buying CD, especially when you can download them for free with little effort.

3.       Where do you see the record industry in ten years?

a.       Well I don’t think there will be traditional record companies as we know them thats for sure, the whole industry is changing at such a rapid speed its hard to keep up with, i think that everything will be in the hands of the artists and their managers, with sites like facebook and myspace music, it is becoming easier for new immerging artists to get there stuff out there, the underground music scene is on the rise also, unsigned artists get gigs for small festivals and that’s how more and more artists are getting spotted.

4.       How much has illegal downloading cost the music industry?

a.       I cant give you a direct figure on that one, however it is estimated that about £12 billion worth of shared music is available on the net per year.

5.       Do you see a solution to the amount of illegal downloading in the future?

a.       No, i don’t see a definite solution, i mean we can shut sown certain sites, like limewire, which was responsible for a huge amount of illegal downloads, not only for music but for films and games too, but this will only slow it.