When Warner Music today reported Q4 and FY results the one detail many news outlets were focusing on was digital sales. $639 million revenue with everything not related to selling shiny discs isn’t bad. It represents 18.3 percent of total group revenue at WMG. More precisely, $599 million digital sales in the recorded music division is the equivalent of 20.7 percent of all recorded music revenue at Warner Music.
What WMG didn’t release in its report card was the fact that Atlantic Records, Warner’s East Coast recorded music arm, has now reached what they call a milestone in the business: According to information slipped to the International Herald Tribune/New York Times, Atlantic claims “more than half of its music sales in the United States are now from digital products, like downloads on iTunes and ring tones for cellphones.” And let’s not forget subscriptions, Sirius XM, MySpace Music, YouTube, etc.
Atlantic and WMG didn’t support this with more detailed figures, though. Looking at their annual report of today, domestic digital revenue in the recorded music division reached $388 million, or 28.1 percent of sales in fiscal FY. For Q4 the digital sales figure is $99 million, or a 27.2 percent share of the domestic recorded music pie.
This begs the question: How can Atlantic be digital beyond 50 percent? Even if Warner’s New York office had significantly outperformed Warner Bros. Records (the West Coast business in L.A.) digitally, it still wouldn’t be able to come up with such a revenue split.
But Craig Kallman, Chairman & CEO at Atlantic, stands by his claim: “We’re like a college basketball team on an 18-2 run.” Well, I guess that explains it …
Or maybe this does:
“I think we’ve figured it out,” said Julie Greenwald, the president of Atlantic Records. “It used to be that you could connect five dots and sell a million records. Now there are 20 dots you can connect to sell a million records.”
I still have my doubts. WMG/Atlantic will have to prove their point by releasing more details.