HMV’s marketing boss on bringing the brand back from the brink

Grime star Stormzy during a recent in-store event [Picture credit: Shirlaine Forrest]When HMV called in the administrators back in January 2013, the news resulted in dozens of think pieces with headlines ranging from ‘Is physical media dead?’ to ‘Is the music over for HMV?’.
The reality was HMV – much like the now deceased Jessops and Comet – had struggled to compete as consumers flocked to more digital-savvy brands such as Amazon.
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