The Swedish newspaper Dagens nyheter published an interested interview with Alex James recently. The bass player in Blur nowadays  lives in a country house and is producing cheese. I didn’t know, but it’s a very amusing development. From standing in front of a bass amplifier to having 1800 roaring sheeps in the backyard. When reading the article I suddenly felt much more interested in moving to the countryside and I knew it was something special with the tasty bits of Gruyere I had yesterday.

“People in my age, that used to buy Blur records, aren’t interested in buying records anymore. They want to but cheese instead.”

True. The acceptable price per kilo cheese is nowadays much higher for me, at the same time as the price I’m willing to pay for a song is much lower than it used to. Exclusivity is an important parameter here. And I think it’s important for the music business to think in that direction as well — try to find small things that make fans feel special and unique.

And of course, as James concludes, “you can’t download cheese”. But on the other hand if he wants his new cheese brand all over the world it’s a much tougher job for him than it is for Garmisch Partenkirchen or Jonathan Johansson with their new songs.

Cheese can compete with records. but not with music.

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