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Elton John to Play In-Store Shows to Help Save British Record Store Chain
By: Catherine Mitchell

Sir Elton John
spearheads a list of musicians who are attempting to save the failing His Masters Voice (HMV) record stores.

The 92-year-old British music chain has been suffering for years due to digital downloading, online businesses such as Amazon and supermarkets. HMV fell into administration (the British form of pre-bankruptcy) on Jan. 15, 2013. With more than a 1,000 jobs lost thus far, Deloitte, the company handling HMV’s administration, will close 70 stores within the next couple of weeks.

In an attempt to preserve HMV, Elton proposed that he and other artists perform at various HMV locations to encourage music fans to patronize the stores. According to the Guardian, David Joseph, spokesman for Elton John said, “We’ve got lot of artist support for HMV. Last week one of our biggest global superstars [Sir Elton] said why don’t we get a lot of the biggest artists to start doing gigs in HMV, just to turn up and say these are music stores, come and get your music here.”

Joseph went on to say that he is aiming for a “6 Music moment,” when the BBC radio station facing closure in 2010, was saved by artist and fans. “The way they survive is not to try to be Athena posters, Dixons, Apple and HMV all at the same time. They have to curate music. The conversations we have had which are healthy are about restoring it to its core values," Joseph explained.

Only time will tell the success of this last ditch effort.

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