We are now witnessing the most fundamental transformation of the selling of music since records were first invented. The economic restraints of the traditional business model have for all these years dictated what music can be made and when and how it can be sold.

If artists are willing to act together there are extraordinary opportunities both creatively and commercially.

The relationship of artist to the business has most often been one of contract and servitude. We believe the way forward must be a partnership in which the artist can take a much bigger role in how their creations are sold, but also have the chance to stand at the front of the queue when payments are made instead of the traditional position of being paid long after everyone else.

Four years ago I co-founded (and am now a shareholder in) a digital downloading service with Charles Grimsdale, called OD2. I got involved because I thought there were interesting opportunities and I wanted to have access to digital delivery both for my work and for all the artists on Real World Records

Although OD2’s initial focus was the Independents, we are now Europe’s number one digital distributor for music working with all five majors and are about to launch in Australia and Asia this year.

We are determined that we should try and take advantage of this situation and help transform the music business in such a way that artists are on level terms with record companies, receive fair payments and have new opportunities to be their own retailer when they choose.

- Peter Gabriel