Musicmetmetric Digital Music Index Global Press Release by 6IrEI1

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									MUSICMETRIC PRESS RELEASE / Embargoed until 9am Mon 17 Sept

Scroll down for tables / Guests available today for interview in London/Manchester. Contact Andrew
Teacher / +44 7968 124545 AT@blackstockcommunications.com

Over 3 billion illegal downloads in most in-depth ever study of digital music

The most in-depth report on digital music has revealed more than 3 billion songs
were downloaded using torrents during the first six months of this year globally.

London and Los Angeles-based analyst Musicmetric recorded 405 m torrent
downloads globally. More than 378m of these were in the top 50 countries. A torrent
can contain a number of songs with around 78 percent recorded as albums and 22
percent, singles.

Assuming an album contains 10 tracks, more than 775m songs were downloaded in
the USA alone, followed by 347m in the UK.

All torrent figures relate to the period from January to June 2012 with a variety of
tables expanding on these figures below.

Rihanna’s ‘Talk that Talk’ was the most downloaded release globally with 1.2m,
followed by Billy Van’s ‘The Cardigan’ EP with 1m, Adele’s ‘21’ album with 990,000,
Gotye’s ‘Making Mirrors’ album with 904,000 and Drake’s ‘Take Care’ mixtape which
notched up 860,000 downloads.

Musicmetric is the first analyst to crunch music data in such detail. It aggregates
download information with social media data enabling record labels to benchmark
how their artists perform against industry averages and their peers.

The data is part of the first ever Digital Music Index (DMI) which Musicmetric is
making available for free from www.musicmetric.com/dmi. As well as file-sharing, the
DMI looks at all aspects of digital music consumption which Musicmetric analyses for
record labels and broadcasters across the globe.

Other key findings of the report included the fact that lower volumes of torrent
downloads relative to GDP occured where Spotify and iTunes exist around the world

SoundCloud is becoming the ‘new MySpace’: artists that had the most plays on
SoundCloud a year ago have the most fans across all social media networks today

One key trend show in the download figures is the popularity of Billy Van, the
American dubstep artist, who was previously unknown before making his music
available – legally – through BitTorrent, by having the content sponsored. (See notes
section).

**Scroll to the bottom for data tables – please credit www.musicmetric.com for data
and link to report at www.musicmetric.com/dmi**

Gregory Mead, chief executive of Musicmetric, said:

“Knowing exactly where your fans are has long been a holy grail for record labels.
Understanding what drives them to engage will be vital to helping the industry to
really prosper in the coming years.
“For the first time, we have evidence that blocking Pirate Bay had little effect on
BitTorrent downloading. It is also clear however, that availability of streaming
services like Spotify does reduce this activity as people have greater access to music
they want via legitimate means.

“The challenge for copyright holders is to find ways to monetise music files torrented
online. The potential for converting revenue lost through file trading is not entirely a
fairy tale, however it will differ with different genres and life stages of artist.

“While the file sharing network is largely ignored as a proactive channel, little
progress can be made on figuring out how this might be possible.

“Clarity on the drivers between social media, file sharing and gig activity is what can
deliver the industry and in our report these are being put under the microscope for
the first time, which could prove a major turning point for the music industry.”

Matt Mason, executive director at BitTorrent, said:

“Musicmetric’s findings offer a fascinating insight into the realities of the market which
are essential if we want to see the music industry get back to its peak. These figures
show for the first time that blocking the Pirate Bay had zero effect on piracy. It's
short-sighted to think that we can simply tell people to stop and they will. But great
data like this will help companies build better services and platforms that empower
artists to distribute their work into the BitTorrent ecosystem in ways that make sense
for them. Consumers have used the BitTorrent protocol for over decade because it's
the best way to move large files. That's true for musicians too. The challenge is
building the right business models on top of the technology, which is something we're
very committed to here.

“As a way of sharing large files torrents are massively valuable and we shouldn’t
forget the vast amount of legal use we have them. In the last month alone, we've
worked with the Internet Archive to add 1.5mm pieces of music, books and movies to
the BitTorrent ecosystem with the permission and blessing of the creators. The
BitTorrent protocol is simply the network through which data flows, not the content
itself. But knowing what people are downloading and where is incredibly valuable to
labels and artists.

“The opportunity here lies in creating immersive and innovative packages of content
for real music fans – and this is something we’re increasingly doing with global artists
like Counting Crows and DJ Shadow. The more people grasp the options at their
disposal to better engage with fans through BitTorrent, the quicker we’ll see all the
fantastic artists and content creators around us prosper again.”

Michael Fiebach, CEO of Fame House, said:

"We are in a state of transition in the music industry. Monetizing streaming platforms
is probably the future for recorded music sales, along with supplementary niche
markets like vinyl, CDs, and specialty items. However, we are still very far-off from
there being a new sustainable model for recorded music. This creates a situation
where the best way to really make money is through touring (and licensing
depending on the act). To increase touring revenues, you have to gain significant
attention online. File sharing is 1 way to do this. Bittorrent is an ecosystem of music
lovers who are seeking content. Why not utilize that as a promotional channel? To
me, it is a no-brainer."
Nigel Davies, a partner at London-based Davenport Lyons, a leading music
industry law firm, said:

“These figures bring real context to the downloading debate, although I don’t think
people always fully appreciate what they’re doing or the damage it does to
songwriters and artists – the very people music fans wouldn’t want to steal from.

“The holy grail of any form of social media, advertising and sponsorship is a metric to
clearly assess the impact of what’s happening. There’s no substitute for the huge
love fans feel for bands, so being able to measure, analyse and capture it in a
positive way is critical - metrics are absolutely vital.

“There are various measures copyright holders can implement to protect their rights
but what’s necessary – particularly in an increasingly converging world - is a
combination of effort using the legal system, education and communication. There’s
a missing link between communicating what torrents do and what value they lose.

“The current trend for production of increasingly enriched content (physical and
digital) offers what should be an attractive alternative. The DMI shows having
suitable alternatives drives down torrent usage. There’s no doubt about the genius
of platforms such as Spotify. They are quick and rich – fabulous tools for bringing
new music to the attention of different people.

“If we can better understand the dynamics of the digital market, we will be better
placed to navigate through them.”

Data tables – please credit www.Musicmetric.com/dmi

Table 1: Top 50 countries for total BitTorrent downloads during first half of
2012 from Jan to June, ranked by total volume

    Country Name            Total downloads        Approx Songs+                 Country
                                                                                 Population
1   United States                    96,681,133                   775,382,687          313,232,044
2   United Kingdom                   43,263,582                   346,973,928            62,698,362
3   Italy                            33,158,943                   265,934,723            61,016,804
4   Canada                           23,959,924                   192,158,590            34,030,586
5   Brazil                           19,724,522                   158,190,666          194,037,075
6   Australia                        19,232,252                   154,242,661            21,766,711
7   Spain                            10,303,633                    82,635,137            46,754,784
8   India                             8,964,360                    71,894,167        1,189,172,906
9   France                            8,398,550                    67,356,371            65,102,719
1   Philippines                       8,380,208                    67,209,268          101,833,938
0
1   Mexico                             7,522,056                   60,326,889             115,017,631
1
1   Netherlands                        6,671,624                   53,506,424              16,847,007
2
1   Portugal                           5,607,910                   44,975,438              10,760,305
3
1   Poland                             5,052,277                   40,519,262              38,441,588
4
1   Greece                             4,933,478                   39,566,494              10,760,136
5
1   Hungary        4,460,855   35,776,057    97,976,062
6
1   Chile          4,213,851   33,795,085    16,888,760
7
1   Romania        4,155,863   33,330,021    21,904,551
8
1   Sweden         4,083,279   32,747,898     9,088,728
9
2   Belgium        3,878,173   31,102,947    10,431,477
0
2   Ireland        3,434,737   27,546,591     4,670,976
1
2   Germany        3,281,449   26,317,221    81,471,834
2
2   Israel         2,874,749   23,055,487     7,473,052
3
2   Russia         2,831,255   22,706,665   138,739,892
4
2   Norway         2,827,508   22,676,614     4,691,849
5
2   Argentina      2,802,927   22,479,475    41,769,726
6
2   Thailand       2,640,961   21,180,507    66,720,153
7
2   Turkey         2,568,942   20,602,915    78,785,548
8
2   Algeria        2,339,244   18,760,737    34,586,184
9
3   Croatia        2,305,095   18,486,862     4,483,804
0
3   United Arab    1,986,051   15,928,129     8,264,070
1   Emirates
3   Singapore      1,952,233   15,656,909     4,740,737
2
3   South Africa   1,854,976   14,876,908    49,004,031
3
3   Finland        1,702,397   13,653,224     5,259,250
4
3   Malaysia       1,660,040   13,313,521    28,728,607
5
3   South Korea    1,641,653   13,166,057    48,754,657
6
3   Saudi Arabia   1,546,147   12,400,099    26,161,703
7
3   Morocco        1,524,650   12,227,693    31,968,361
8
3   Switzerland    1,476,702   11,843,150     7,639,961
9
4   Slovenia       1,416,433   11,359,793     2,000,092
0
4   Japan          1,373,101   11,012,270   126,475,664
1
4    Austria                        1,338,287                   10,733,062           8,217,280
2
4    Indonesia                      1,313,495                   10,534,230         245,613,043
3
4    Serbia                         1,223,308                    9,810,930           7,310,555
4
4    Egypt                          1,210,463                    9,707,913          82,079,636
5
4    Colombia                       1,197,248                    9,601,929          44,725,543
6
4    Pakistan                       1,083,145                    8,686,823         187,342,721
7
4    China                          1,048,722                    8,410,750        1,336,718,015
8
4    New Zealand                       984,079                   7,892,314           4,290,347
9
5    Puerto Rico                       846,877                   6,791,954           3,989,133
0


+ Song estimate based on Musicmetric data showing 78% of torrents were albums
and 22$ singles and an assumption that an album contains 10 songs

Table 2: Top 20 global artist releases by BitTorrent download for first half of
2012

    Artist          Release title                 Release Type                       Global
                                                                                     Downloads
1 Rihanna           Talk That Talk                Album                                 1,228,313
2 Billy Van         The Cardigan                  EP*                                   1,017,502
3 Adele             21                            Album                                   990,046
4 Gotye             Making Mirrors                Album                                   903,603
5 Drake             Take Care                     Mixtape                                 860,472
6 Jay-Z / Kanye     Watch The Throne              Album                                   766,938
  West
8 Gotye             Somebody That I Used to       Single                                  683,123
                    Know
9 Kimbra            Somebody That I Used to       Single                                  683,123
                    Know
1   Chris Brown     F.A.M.E                       Album                                   662,549
0
1   Black Keys      El Camino                     Album                                   649,641
1
1   LMFAO           Sorry For Party Rocking       Album                                   645,979
2
1   Pitbull         On The Floor                  Single                                  632,644
3
1   Drake           The Motto                     Single                                  632,340
4
1   Lil Wayne       The Motto                     Single                                  632,340
5
1   LMFAO           Party Rock Anthem             Single                             630,290
6
1   Ed Sheeran      "+ (Plus)"                    Album                              608,037
7
1   Jessie J        Who You Are                   Album                              583,169
8
1   Pretty Lights   Discography                   Discography                        561,236
9
2   David Guetta    Where Dem Girls At            Single                             555,235
0


* This was BitTorrent.com featured content – which means this new artist Billy Van
was promoted by making content available through BitTorrent without any license –
making it a ‘free legal download’

Table 3: Top 60 countries ranked by total unique downloads during the first
half of 2012


            Worldwide                   Unique downloads six Percentage
                                         months Jan - Jun ‘12 of global
     1      United States                        18,690,819          16.9
     2      United Kingdom                        9,193,593             8.3
     3      Italy                                 8,281,086             7.5
     4      Brazil                                7,096,462             6.4
     5      Australia                             4,386,232             4.0
     6      Canada                                4,184,900             3.8
     7      India                                 4,003,870             3.6
     8      Spain                                 3,568,069             3.2
     9      France                                3,539,075             3.2
    10      Mexico                                2,287,113             2.1
    11      Poland                                2,064,847             1.9
    12      Greece                                1,852,284             1.7
    13      Russia                                1,771,740             1.6
    14      Turkey                                1,763,755             1.6
    15      Portugal                              1,718,844             1.6
    16      Sweden                                1,508,076             1.4
    17      Germany                               1,475,373             1.3
    18      Netherlands                           1,413,420             1.3
    19      Chile                                 1,367,972             1.2
    20      Belgium                               1,308,089             1.2
    21      Argentina                             1,283,110             1.2
    22      Saudi Arabia                          1,121,590             1.0
    23      Romania                               1,111,064             1.0
    24      Hungary                               1,055,290             1.0
    25      Philippines                           1,003,416             0.9
    26      Thailand                                 984,806            0.9
    27      South Korea                              932,611            0.8
    28      Israel                                   867,354            0.8
    29      Malaysia                                 832,647            0.8
    30      Norway                                   808,058            0.7
    31     Croatia                                    801,748         0.7
    32     Ireland                                    748,910         0.7
    33     Pakistan                                   735,284         0.7
    34     China                                      714,208         0.6
    35     South Africa                               681,125         0.6
    36     Finland                                    675,865         0.6
    37     United Arab                                624,319         0.6
           Emirates
    38     Serbia                                     619,620         0.6
    39     Algeria                                    573,565         0.5
    40     Egypt                                      558,446         0.5
    41     Colombia                                   519,842         0.5
    42     Singapore                                  509,200         0.5
    43     Japan                                      507,323         0.5
    44     Austria                                    471,310         0.4
    45     Switzerland                                464,402         0.4
    46     Ukraine                                    442,792         0.4
    47     Morocco                                    421,720         0.4
    48     Indonesia                                  413,028         0.4
    49     Taiwan                                     382,666         0.3
    50     Iran                                       337,761         0.3
    51     Denmark                                    333,585         0.3
    52     New Zealand                                333,430         0.3
    53     Vietnam                                    332,602         0.3
    54     Slovenia                                   315,150         0.3
    55     Peru                                       245,692         0.2
    56     Tunisia                                    242,654         0.2
    57     Venezuela                                  240,927         0.2
    58     Hong Kong                                  232,061         0.2
    59     Slovakia                                   205,054         0.2
    60     Bulgaria                                   204,621         0.2

Total global unique downloads for first half of 20120: 110,594,560

Population data supplied by
http://www.maxmind.com/download/geoip/database/LICENSE_WC.txt

Table 4: Top 50 countries for total BitTorrent downloads during first half of
2012 per capita

    Country Name           Total downloads    Approx Songs+          Country Populatio
1   Australia                      19,232,252            154,242,661        21,766,711
2   Ireland                         3,434,737             27,546,591         4,670,976
3   Slovenia                        1,416,433             11,359,793         2,000,092
4   Canada                         23,959,924            192,158,590        34,030,586
5   United Kingdom                 43,263,582            346,973,928        62,698,362
6   Norway                          2,827,508             22,676,614         4,691,849
7   Italy                          33,158,943            265,934,723        61,016,804
8   Portugal                        5,607,910             44,975,438        10,760,305
9   Croatia                         2,305,095             18,486,862         4,483,804
1   Greece                          4,933,478             39,566,494        10,760,136
0
1
1   Sweden           4,083,279    32,747,898     9,088,728
1
2   Singapore        1,952,233    15,656,909     4,740,737
1
3   Netherlands      6,671,624    53,506,424    16,847,007
1
4   Israel           2,874,749    23,055,487     7,473,052
1
5   Belgium          3,878,173    31,102,947    10,431,477
1
6   Finland          1,702,397    13,653,224     5,259,250
1
7   United States   96,681,133   775,382,687   313,232,044
1
8   Chile            4,213,851    33,795,085    16,888,760
1   United Arab
9   Emirates         1,986,051    15,928,129     8,264,070
2
0   New Zealand       984,079      7,892,314     4,290,347
2
1   Spain           10,303,633    82,635,137    46,754,784
2
2   Puerto Rico       846,877      6,791,954     3,989,133
2
3   Switzerland      1,476,702    11,843,150     7,639,961
2
4   Romania          4,155,863    33,330,021    21,904,551
2
5   Serbia           1,223,308     9,810,930     7,310,555
2
6   Austria          1,338,287    10,733,062     8,217,280
2
7   Poland           5,052,277    40,519,262    38,441,588
2
8   France           8,398,550    67,356,371    65,102,719
2
9   Brazil          19,724,522   158,190,666   194,037,075
3
0   Philippines      8,380,208    67,209,268   101,833,938
3
1   Algeria          2,339,244    18,760,737    34,586,184
3
2   Argentina        2,802,927    22,479,475    41,769,726
3
3   Mexico           7,522,056    60,326,889   115,017,631
3
4   Saudi Arabia     1,546,147    12,400,099    26,161,703
3
5   Malaysia         1,660,040    13,313,521    28,728,607
3   Morocco          1,524,650    12,227,693    31,968,361
6
3
7    Hungary                             4,460,855                    35,776,057          97,976,062
3
8    Germany                             3,281,449                    26,317,221          81,471,834
3
9    Thailand                            2,640,961                    21,180,507          66,720,153
4
0    South Africa                        1,854,976                    14,876,908          49,004,031
4
1    South Korea                         1,641,653                    13,166,057          48,754,657
4
2    Turkey                              2,568,942                    20,602,915          78,785,548
4
3    Colombia                            1,197,248                     9,601,929          44,725,543
4
4    Russia                              2,831,255                    22,706,665         138,739,892
4
5    Egypt                               1,210,463                     9,707,913          82,079,636
4
6    Japan                               1,373,101                    11,012,270         126,475,664
4
7    India                               8,964,360                    71,894,167       1,189,172,906
4
8    Pakistan                            1,083,145                     8,686,823         187,342,721
4
9    Indonesia                           1,313,495                    10,534,230         245,613,043
5
0    China                               1,048,722                     8,410,750       1,336,718,015

Tables 5: Top artist releases for top 20 downloading countries ranked by BitTorrent
downloads during first half of 2012

Artist       Title              Tyoe                 Country            Country    Global
                                                                        downloads  total
Drake        The Motto          Single               United States          458038 632340
Ed           Plus               Album                United Kingdom         308477 608037
Sheeran
Laura        Inedito            Single               Italy                  239679    258777
Pausini
Kanye        Watch The Throne   Album                Canada                  71132    766938
West
Billy Van    The Cardigan       EP                   Brazil                 112734 1017502
                                (Bittorrent.com
                                Featured
                                Content)
Hilltop      I Love It          Single               Australia              100143    111767
Hoods
Pablo        En Acustico        Live Album           Spain                   62167    133698
Alborán
Billy Van    The Cardigan       EP                   India                   41723 1017502
                                (Bittorrent.com
                                 Featured
                                 Content)
Sexion      L'Apogée             Single            France                    41619         83399
d'assaut
Maroon      Payphone             Single            Philippines               39322        516087
5
Jesse &     ¿Con Quién Se        Album             Mexico                    41549         79906
Joy         Queda El Perro?
Birdy       Birdy                Album             Netherlands               26835        153838
Pablo       En Acustico          Live Album        Portugal                  49823        133698
Alborán
Gotye       Making Mirrors       Album             Poland                    50394 903603
Billy Van   The Cardigan         EP                Greece                    16282 1017502
                                 (Bittorrent.com
                                 Featured
                                 Content)
Pitbull     Rain Over Me         Single            Hungary                   16981        532944
Los         Musica Libre         Album             Chile                     19925         25093
Bunkers
Billy Van   The Cardigan         EP                Romania                   22372 1017502
                                 (Bittorrent.com
                                 Featured
                                 Content)
Laleh       Sjung                Album             Sweden                     7998         14494
Gotye       Making Mirrors       Album             Belgium                   15172        903603


Notes for editors

Musicmetric is the trading name of the music analytics product line from Semetric
Ltd, registered in London, UK, with offices in London and Los Angeles, USA.

Case study around how artists use BitTorrent to promote legal content


What’s the sample size?

For torrents, the sample size is 18 billlion data points – observations of peer to peer
activity.

How do you track torrents?

Musicmetric connects to the BitTorrent network via publicly available torrent files in
the same way as the client of any user would. By doing this, Musicmetric, using in-
house proprietary technology, are then able to identify the file, then record the
number of BitTorrent users downloading a particular file from the network in each
region around the world. File detection is automated, allowing Musicmetric to track
the entire sphere of BitTorrent activity. The process is repeated continually and on an
hourly basis, allowing fine-grained trends to be tracked over time.

								
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