Despite EMI's woes, the company may have the consumer at heart

In the last few weeks, I've become more and more critical about the British music company EMI Group, especially with the coming release of Coldplay's fourth album Viva la Vida or Death and All His Friends. Numerous reports and rumors are circulating that the company is betting all of its yearly profits on the album's success, and this only fuels my fears about the success that the album would enjoy. It was never in doubt that the album would be huge, but with the band hoping to shake the image of a band that earns more profits for label management, the rumors worked against that.

In any case, I finally bought the album this morning from Best Buy Co., Inc. (NYSE: BBY) and was slightly surprised to see that the retail chain was carrying a very limited number of vinyl copies. Naturally, and possibly without thinking of my Apple Inc. (NASDAQ: AAPL) iPod, I splurged for this version of the album. Regardless, when I finally opened the shrinkwrap I found another surprise -- a CD copy packaged with the vinyl. Clearly, EMI and American branch Capitol Records are aware that a vinyl copy hardly transfers to an iPod easily.

The label may not like the fact that I will burn that CD copy to my iPod because of lingering fears that somehow that will result in illegal sharing, but it does say something possibly revealing about EMI. Since Guy Hands and private equity firm Terra Firma bought out the music company last September, the company has taken steps that some view as not music company practices, and lost many big artists in the mean time. But if a consumer can purchase one copy of an album from the music giant and receive two, then the company might not be in such trouble.

That is the very dynamic that the music industry needed to show: that it cared about the consumer. Digital growth in the past year has indicated that it did, and while a vinyl and CD copy might seem against that trend, it shows that the industry knows where consumers are listening to music the most: through portable devices.