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This story is almost as old as ... 18 Years, 2 Months ago
the stories about EMI / Warner buying each other.
Before iTunes started, Apple was said to buy 30% of UMG.
Now the orginal licensing contract between the majors and Apple is running out. So all parties concerned are trying to get into the best position for the next round of negotiations - and rumours fly.
The history of the music industry shows:
Music users buy music rights. It started with the Hollwood studios and publishing, than radio and records.
Today possible buyers include: Apple, Microsoft, XM, Sirius.
Maybe someone will buy EMI & Warner.
I don't think anybody will buy into the desaster called Sony BMG (so Sony will get the Bertelsmann's 50% as cheap as they did get the Beatles-rights from Jackson)