The document discusses a visit to an HMV music store where the author found that singles were only available at the cash register and not out on the main floor. When asking employees about this, the store manager explained that physical singles do not sell well anymore due to digital downloading being more popular. While album sales remain steady, vinyl records have seen a recent growth in sales. The store manager said the music industry is confused about how to adapt to changes in technology and consumer preferences. The manager provided examples of the few singles still stocked by HMV.

1. DIGIPAK<br />Whilst visiting one of the largest high street retailers selling music, HMV, I was took by great surprise when trying to view the music collection to only be able to view music albums, DVD, video games and electronic goods. I then spoke to one of the sales assistances, who told me that the only singles were on the cashier deck; for such a large store, I couldn’t understand why the location of singles were on that desk, which I couldn’t even view as it looked like I was pushing in, and at Christmas rush that doesn’t go down well!! I then decided to ask another sales assistant for the names of the singles they have, who turned out to be the store manager, who went on to tell me that, singles simply do not sell anymore, everyone ops for downloading of singles, but the buying of albums still remains pretty popular, and in the recent two years vinyl’s (records) have seen a growth in sells, he said ‘the growth in technology has thrown off the music hardcopy industry, they don’t know what to make or how many, some artists have considered bringing out vinyl’s instead of singles on hardcopy, such as Take That, it is such a confusion as the singles downloading chart is doing very well, along with singles music videos, but singles hardcopy are not bringing in the money that is needed to produce them.’ Having this conversation with someone who was clearly very interested and knowledgeable with the industry he was working only help and grew my knowledge. The store manager then went on to say ‘HMV use to use the slogan ‘Top Dog for Music’ but in recent years they have taken the tag lines out of its use as we simply don’t sell music like we use to, before all the downloading, now were more like video game sellers, then again super markets are investing into the gaming industry too, and to be honest they can be cheaper, and a better location, but it’s a bit of waiting game until the power of the internet has been fully developed, and the store can decide whereabouts’ it fits in.’ The manager then went to get one of each of the singles they did stock and returned with, Matt Cardle – When We Collide, Rumer – Sings Bacharach At Christmas, X Factor Finalists – Heroes, Michael Jackson: Akon – Hold My Hand, Joe McElderry- Ambitions and Shayne Ward – Gotta Be Somebody. Rumer was an HMV exclusive and Shayne Ward came with a free poster, so I decided to buy Shayne Ward’s single to further investigate. I also quickly noted that all the singles were from the pop genre. <br />Conventions of a pop CD cover, simple colour scheme, simple design, few or no characters, colour of band name stands out, hidden meanings, a title that explains/ sums the album up, bold, simple fonts if any and some CD’s, although less likely of the pop genre, will have a Parental Advisory on the front cover. Conventions of a pop back cover, name of band at very top, then name of album, list of song titles, usually centred, name of record company, copyright and year, the name of copyright owner, and the distributor. <br />Conventions of inside covers colour scheme that is the same as the rest of the album, plan backgrounds and few or little text.Conventions of spines name of the record company in recognised font or logo, name of artist, song title, same font as front cover and a linking symbol to the record company. <br />