"I was talking to somebody in the record business recently who pointed out, rather mournfully, that it was no longer possible to hype people. What he meant was that it was no longer possible to convince them that something was more popular or widely adopted than it actually was. You no longer went into Radio 2 and told them that they should be playing a record because it was going to be popular among this or that demographic. You simply sent them a link to the You Tube page where they could see how many people had streamed the video. Digital is its own audit."