Almost a century old HMV group selling music in physical form is crumbling. Music for niche genres, record labels and stores that rely on physical formats face tough times. It is a great time for large concert organisers, mobile device, manufacturers and brands—all of whom are adopting to the new realities of how the music is heard, shared and even created.

Music competes with traditional form of entertainments such as Hindi films and cricket. People are ready to pay good money for a concert.

Music has emerged as a branding option. To marketers, it is an opportunity to get the ideal audience. Many brands have tapped the opportunity that live music represents.

The game changer for music industry is the proliferation of internet and cell phones. You can distribute content legally online. Musicians reach a wider audience. This is good for brand managers.

Music associated with brand may not have direct correlation in terms of gains. However, it brings enormous happiness in the life and so people value it and keep company.

There is a continuous shift of music from physical to digital formats. Music industry achieved revenues of Rs. 9 billion in 2011. ( KPMG ). A lot of people are accessing music through cell phones. Mobile devices are preloaded with music. Nokia store allows download of music. Samsung has tied up with Hungama.com  to make music available to customers. Micromax has launched Mymicromax.com –- an entertainment portal. Sony is also going the pre-loaded way. Cell phone companies do not remain just passive suppliers of music. They support actively the music festivals.

The rollout of 3G and 4G networks will give a further push to monetise digital music.

Music labels in future will tie up will handset manufacturers.

The CD’s are in danger of going the way of the tape, receding into ‘ a relic of the past’ territory. Music labels, therefore , are relying on cell phone manufacturers to pull them through.