A belief is only a belief until it costs you, so the saying goes. Prince (symbol, formerly known as, whatever you want to call him) has a very expensive belief – that the internet is dead. And I quote “The internet is completely over…The internet’s like MTV. At one time MTV was hip and suddenly it became outdated….All these computers and digital gadgets are no good.”

Wise words Prince. Wise words. And costly ones too. This audacious and brash statement may have generated tonnes of immediate publicity (mainly on the internet), but then what? Such a belief has well and truly backed Prince into a non-virtual corner. Prince has chosen to withdraw his music from the likes of itunes and youtube, and will instead give his music out (for free) in British newspapers. Again, a nice PR boost for a little bit, and then what? Online music currently represents just under 40% of music sales. That’s a very sizeable chunk of market to disservice. I’m all for brands with strong beliefs, and all for brands that swim against cultural tides – but some are insurmountable and commercially hazardous to ignore.

Perhaps I am being too narrow minded here, but can’t imagine this tactic bringing in the diamonds and pearls.

(couldn’t resist the cheap Prince joke, sorry)