Maximum exposure.

As the classical music industry gathers for Midem Classique and Jazz, attendees' minds will be on how to maximise digital sales potential for their catalogues and how to use innovative and aggressive marketing campaigns to gain maximum exposure for new and emerging classical artists

Making sense of the classical recording business at a time of unbridled market change has risen to the top of the planning agendas of labels both great and small. The emerging picture may become clearer after this year's industry gathering at Midem Classique and Jazz, thanks not least to the reappearance at the annual Cannes event of budget market leader Naxos. Universal Classics and Sony BMG will also be eagerly discussing the latest marketing threats and opportunities at Midem.

One thing is certain to focus debate: tough trading conditions of 2007 are likely to remain a fact of life this year. Consequently, the need for A&R innovation, aggressive distribution strategies and targeted marketing campaigns is greater than ever.

Universal Classics and Jazz (UCJ) general manager Mark Wilkinson expects his company to spread the word this year about classical downloads. He says that, while not taking healthy financial returns from the last financial year for granted, the adoption among UK consumers of download classics represents an encouraging sign both for UCJ and for the wider classical market.

Wilkinson cites the case of violinist Tasmin Little, who recently marketed her latest recording, Naked Violin, exclusively as an own- brand digital download. The success of LSO Live downloads, he adds, is also indicative of download market growth, as is the rapid development of UCJ's impressive classical and jazz download store, www.classicsandjazz.co.uk.

The latter has grown rapidly since its launch in January 2007 to offer around 125,000 tracks, easily searchable according to style and genre. Midem Classique, explains Wilkinson, provides an ideal opportunity for UCJ to assess download trends in other territories. "We're going there to talk to people about our digital download store," he says. "We'll be targeting further growth for our online store and the way that we market it this year, while building the number of third-party labels we're able to offer. Midem is a good place to meet like-minded people who believe that the future of classics and jazz is inextricably linked with what is going on, as far as downloads are concerned, in the pop world."

According to Wilkinson, UK classical labels have much to do to match pop download activity, not least when it comes to generating consumer interest and enthusiasm. He welcomes the addition of a download category to this year's Midem Classique Awards, arguing that anything that boosts interest in classical downloads merits support. "Things are not moving as quickly as anyone at UCJ would like, although digital downloads are close to the top of the agenda when we're talking about breaking artists, about mapping our business this year and beyond, and about finding attractive new ways to deliver classics and jazz."