Thomas Hesse, president of Sony BMG Music Entertainment

At the risk of stating the obvious, there is digital and digital. A lot of us have been advocating for online/mobile sales for a few years already. I'm currently helping an ultra-niche band boost overall sales. Digital is obviously the answer. But scratch further and I find that we have to be quite selective about the sites and really get everyone involved. I could easily stick the music on all the main download sites and watch as... nothing happens. As in all things, it's the marketing/promo (in the broadest sense of the word) that will make the difference.

There's an awful awful lot of digital music out there already.