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In this Internet age, the consumer is using music content more than ever before-whether that's
playlisting, podcasting, personalizing, sharing, downloading or just simply enjoying it. The dig-
ital revolution has caused a complete change to the culture, operations, and attitude ofmusic
companies everywhere. It hasn't been easy, and we must certainly continue to fight piracy in all
its forms. But there can be no doubt that with even greater commitment to innovation and a true
focus on the consumer, digital distribution is becoming the best thing that ever happened to the
music business and the music fan.
-Eric Nicoli, CEO, EMI Groupl
In early spring of 2007, Martin Stewart drove through the darkened streets of Kensington
in West London. As chief financial officer (CFO) for global music giant EMI, Stewart
already knew most of the news that would break at the company's April 18 earnings
announcement. Annual underlying revenue for the company was down 16% to GBP
1.8 billion (British pounds). Earnings per share (EPS) had also dropped from 10.9 pence
(p) in 2006 to -36.3p in FY2007 (fiscal year). Those disappointing numbers were
roughly in line with the guidance Stewart had given investors in February. The perfor-
mance reflected the global decline in music industry revenues, as well as the extraordi-
nary cost of the restructuring program EMI was pursuing to realign its investment
priorities and focus its resources to achieve the best returns in the future.
The earnings announcement would include an announcement of the dividend amount,
which had not yet been determined. The board would meet soon to review EM!' s annual
results, and Stewart was to recommend an appropriate final dividend for the fiscal year. 2
This case was written by Elizabeth W. Shumadine (MBA '01), under the supervision of Professor Michael J.
Schill, based on public information. Funding was provided by the L. White Matthews Fund for Finance case
writing. Copyright © 2008 1:>Y the University of Virginia Darden School Foundation, Charlottesville, VA.
All rights reserved. To order copies, send an e-mail tosales@dardenbusinesspublishing.com. No part ofthis
publication may be reproduced, stored in a retrieval system, used in a spreadsheet, or transmitted in any form
or by any means-electronic, mechanical, photocopying, recording, or otherwise-without the permission of
the Darden School Foundation. Rev. 2/09.
lIntemational Federation of Phonographic Industry (lFPI), "IFPI: 07 Digital Music Report," January 2007.
2In the United Kingdom, companies typically declared dividends twice a year, frrst with the midyear results and
second with the full-year results. Typically, EMI paid an interim dividend of 2p per share and a final dividend
of 6p per share. In addition, both EMI's interim and final dividends were paid out to shareholders in the follow-
ing fiscal year. In November 2006, EMI's board committed to paying the interim dividend of 2p per share
following its 2007 fiscal midyear results with actual payment to shareholders expected in April 2007. Both the
2p interim dividend and the recommended final dividend would be reflected in the 2008 financial statements.
329
330 Part Five Management of the Firm's Equity: Dividends and Repurchases
EMI
With a storied history that included such names as the Beatles, the Beach Boys, Pink.
Floyd, and Duran Duran, it was not difficult to understand why EMI considered its cur-
rent and historical catalog of songs and recordings among the best in the world. EMI,
Warner Music Group, Sony BMG Music Entertainment, and Universal Music Group,
collectively known as "the majors," dominated the music industry in the early 21st cen-
tury and accounted for more than two-thirds of the world's recorded music and publish-
ing sales. 3 Exhibit 27.2 contains a list of the global top-10 albums with their respective
record labels for the last four years.
Recorded music and music publishing were the two main revenue drivers for the
music industry. EMI divided its organization into two corresponding divisions. EMI
Music, the recorded-music side, sought out artists it believed would be long-term com-
mercial recording successes. Each EMI record label marketed its artist's recordings to
the public and sold the releases through a variety of retail outlets. EMI's extensive mu-
sic catalog consisted of more than 3 million songs. Recorded-music division sales came
from both new and old recordings with existing catalog albums constituting 30% to 35%
of the division's ,unit sales. Exhibit 27.3 contains a list of EMI' s most successful recording
artists in FY2007.
EMI Music Publishing focused not on recordings but on the songs themselves.
Generally, there were three categories of publishing-rights ownership in the music in-
dustry: the lyric's author, the music's composer, and the publisher who acquired the
right to exploit the song. These publishing-rights owners were entitled to royalties
whenever and however their music was used. Music publishers categorized their reve-
nue streams as mechanical royalties (sales of recorded music), performance royalties
(performances of a song on TV, radio, at a live concert, or in other public venues such
as bars), and synchronization royalties (use of a song in audiovisual works such as ad-
vertisements or computer games). EMI included a fourth category of royalties labeled
"other," which included sales of sheet music and, increasingly, mobile ring tones and ring
backs. Similar to the recorded-music division, the music-publishing division identified
3William B. Drewry, Jolanta Masojada, Nick Bertolotti, and Giasone Salati, "Global Music Industry, 'Just
the Two of Us,'" Credit Suisse Equity Research, June 16,2006. Sony BMGMusic Entertainment was a joint
venture owned by Sony Corporation and Bertelsmann. Universal Music was owned by Vivendi.
Case 27EMI Group PLC 331
songwriters with commercial potential and signed them to long-term contracts. The di-
vision then assisted the songwriters in marketing their works to record companies and
other media fmns. EMI's current publishing catalog encompassed more than 1 million
musical.compositions. Exhibit 27.3 includes a list of EMI's most-successful songwrit-
ers in FY2007. EMI's publishing·business generated one-fourth of the total group rev-
enue.Revenue in the publishing business was stable, and operating profits were positive.
In addition to seeking out and signing flourishing recording artists and songwriters
to long-term agreements, both EMI divisions also expanded and enhanced their indi-
vidual catalogs and artist rosters by strategic transactions. Two key acquisitions for
EMI's recorded-music division were the 1955 acquisition of a leading American record
label, Capitol Records, and the 1992 acquisition of Virgin Music Group, then the largest
independent record label. Together the transactions added such key recording stars as
Frank Sinatra, Nat King Cole, Janet Jackson, and the Rolling Stones. The music-
publishing division similarly targeted existing publishing assets with large, proven
commercial potential such as the purchase in various stages of Motown founder Berry
Gordy's music catalog in 1997,2003, and 2004.
Since the company's founding in 1897, EMI's model had been that of "constantly
seeking to expand their catalog, with the hits of today forming the classics of tomor-
row.,,4 Both divisions pursued the goal of having the top-selling· artists and songwriters
and the deepest, most-recognized catalog assets. EMI welcomed technological innova-
tions, which often drove increased music sales as consumers updated their music collec-
tions with the latest music medium (e.g.,replacing an LP or cassette with the same
recording on compact disc). But the latest technology, digital audio on the Internet,was
different and revolutionary. Digital audio on the Internet demanded rethinking the
business model of all the majors, including EMI.
representing the recording industry worldwide, estimated that almost 20 billion songs
were downloaded illegally in 2005.
EMI was an early presence on the Internet in 1993. In 1999, EMI artist David
Bowie's album, hours . .. , was the frrst album by a major recording artist to be released
for download from the Internet. None of the record labels were prepared, however, for
how quickly peer-to-peer file sharing would change the dynamics of the music industry
and become a seemingly permanent thorn in the music industry's side. In the wake of
Napster's demise, the music labels, including EMI, attempted various subscription ser-
vices, but most failed for such reasons as cost, CD-burning restrictions, and incompat-
ibility with available MP3 players. Only in the spring of 2003, when Apple launched its
user-friendly Web site, iTunes Music Store, did legitimate digital-audio sales really take
off in the United States, the world's largest music market. Apple began to expand
iTunes globally in 2004 ,and sold its one-billionth download in February 2006. Accord-
ing to the IFPI, there were 500 legitimate on-line music services in more than 40 coun-
tries by the beginning of 2007, with $2 billion in digital music sales in 2006.
Despite the rise of legally downloaded music, the global music market continued to
shrink due to the rapid decline in physical sales. Nielsen SoundScan noted that total
album units sold (excluding digital-track equivalents) declined almost 25% from 2000
to 2006. 5 IFPI optimistically predicted that digital sales would compensate for the de-
crease in physical sales in 2006, yet in early 2007, IFPI admitted that this "holy grail"
had not yet occurred, with 2006 overall music sales estimated to have declined by 3%.6
IFPI now hoped digital sales would overtake the decline in physical sales in 2007.
Credit Suisse's Global Music Industry Forecasts incorporated this view with a relatively
flat music market in 2007 and minor growth of 1.1% to 1.5% in 2008 and 2009. 7 The
Credit Suisse analyst also noted that the music industry's operating margins were ex-
pected to rise as digital sales became more significant and related production and distri-
bution costs declined. 8 Lehman Brothers was more conservative, assuming a flat market
for the next few years and commenting that the continued weakness in early 2007 im-
plied that the "market could remain tough for the next couple of years.,,9
Many in the industry feared that consumers' ability to unbundle their music
purchases-to purchase two or three favorite songs from an album on-line versus the
entire album at a physical retail store-would put negative pressure on music sales for
the foreseeable future. A Bear Steams research report noted:
While music consumption, in terms of listening time, is increasing as the iPod and other
portable devices have become mass-market products, the industry has still not found a
way of monetizing this consumption. Instead, growing piracy and the unbundling of the
5Brian Hiatt and Evan Serpick, "The Record Industry's Decline," RollingStones.com, June 19,2007.
6International Federation of Phonographic Industry (IFPI), "IFPI: 07 Digital Music Report," January 2007.
7William B. Drewry, Jolanta Masojada, Dennis Sabo, and Ashish Gupta, "Warner Music Group," Credit
Suisse Equity Research, February 9, 2007.
8Drewry, Masojada, Bertolotti, and Salati, "Global Music Industry, 'Just the Two of Us.'"
9Richard Jones and Tamsin Garrity, "EMI Group," Lehman Brothers Equity Research, February 15,2007.
Case 27 EMI Group PLC 333
album, combined with the growing power of big retailers in the physi,cal and iTunes in the
digital worlds, have left the industry in a funIc There is no immediate solution that we are
aware of on the horizon and in our view, visibility on sales remains poor. lO
l<Nicholas Bell and Richard Gordon, CFA, "EMI," Bear Stearns International Limited European Equity
Research, February 27, 2007.
334 Part Five Management of the Firm's Equity: Dividends and Repurchases
month later say it's 15%. They have lost all credibility. I also think. the dividend is going to
get slashed to about 5p. ,,11 Exhibit 27.6 contains information on EM!' s shareholder profile.
As its fiscal year came to a close, EMI's internal reports indicated that 'its February 14
forecast was close to the mark. The recorded-music division's revenue was down, and
profits were negative. The publishing-division revenue was essentially flat, and its divi-
sion's margin improved as a result of a smaller cost base. The company expected underly-
ing group earnings before interest, taxes, depreciation, and amortization (EBITDA),
before exceptional items, to be GBP 174 million, which exceeded analysts' estimates.
Digital revenue had grown by 59% and would represent 10% of revenue. EM! manage-
ment planned to make a joint announcement with Apple in the next few days that it was
going to be the fIrst major music company to offer its digital catalog free from digital-
rights management and with improved sound quality. The new format would sell at a 30%
premium. EM! management expected this move would drive increased digital sales.
Management was pleased with the progress of the restructuring progr~ announced
with the January profit warning. The plan was being implemented quicker than expected
and, accordingly, more cost savings would be realized in FY2008. The program was going
to cost closer to GBP 125 million, as opposed to the GBP 150 million previously announced.
Upon completion, the program was expected to remove GBP 110 million from EM!' s an-
nual cost base, with the majority of savings coming from the recorded-music division. The
plan reduced layers in the management structure and encouraged the recorded-music and
publishing divisions to work more closely together for revenue and cost synergies. I2 One
headline-worthy change in the reorganization was the surprise removal of the recorded-
music division head, Alain Levy, and Nicoli taking direct responsibility for the division.
llAlistair Osborne, "Nicoli 'a dead duck' as EMI issues new warning," Daily Telegraph, February 16,2007.
12Restructuring efforts over the previous three years had collectively saved the company GBP 180 million
annually; however, the result was a one-time implementation cost of GBP 300 million.
13Historically, there was strong evidence of significant negative stock-price reactions to dividend cancella-
tions (see Balasingham Balachandran, John Cadle, and Michael Theobald, "Interim Dividend Cuts and
Omissions in the U.K.," European Financial Management 2:1 (March 1996),23....38, for a study using only
British firms, and Roni Michaely, Richard Thaler, and Kent Womack, "Price Reactions to Dividend Initia-
tions and Omissions: Overreaction of Drift?" Journal ofFinance, 50, 2 (June 1995), 573--608, for a larger
study using U.S. firms. Both academics and practitioners vigorously debated the impact of dividend policy.
In fact, Nobel laureate economists had argued that dividend policy should maintain little relevance to inves-
tors. Exhibit 27.8 contains a summary of Modigliani and Miller arguments.
Case 27 EMI Group PLC 335
Many believed that music industry economics were on the verge of turning the
comer. A decision to maintain the historical 8p dividend would ~mphasize manage-
ment's expectation of business improvement despite the disappointing recent financial
news. Forecasts for global economic growth continued to be strong (Exhibit 27.10),
and reimbursements to shareholders through dividends and repurchases were on the
upswing among media peers (Exhibit 27.11).
As Stewart navigated his way home, the radio played another hit from a well-
known EMI artist. Despite the current difficulties, Stewart was convinced there was still
a lot going for EMI.
(,H
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EXHIBIT 27.1 I Financial and Stock Data per Share (in pence)
786.8
1Stock price data is for the fiscal year period. For example, 2007 data is from April 1,2006 to March 31,2007. Stock price data was available for 2001 only from May 15,
2000 to March 31, 2001.
Sources of data: Company Web site and Yahoo! Finance.
Case 27 EMI Group PLC 337
EXHIBIT 27.2 I Top-10 Albums for 2003 to 2006 (physical sales only)
EXHIBIT 27.3 I EMI Top Recording and Publishing Successes in Fiscal Year 2007
1AII sales figures are for the 12 months ended March 31,2007. Unit sales include digital albums and digital track
album equivalent.
Source of data: Company annual report.
Case 27 EMI Group PLC 339
EXHIBIT 27.4 I Consolidated Income Statements (in millions GBP, except per-share, data)
1 Underlying EBITDA is group profit from operations before depreciation, operating exceptional items and amortization.
2Underlying profit before taxes (PST) is before exceptional items and amortization.
3Net borrowings is the sum of long-term and short-term borrowings including finance leases less cash, cash equivalents, and liquid funds
investments.
41nterest cover is underlying EBITDA (before exceptional items) divided by finance charges (excluding nonstandard charges).
sOividend cover is underlying diluted earnings per ordinary share divided by dividend declared per ordinary share.
GEMI noted the company targeted an ongoing dividend cover of 2.0x in its 2004 annual report.
8
20
12
42
1,369
1 Substantial shareholders are defined as owning three or more of ordinary shares and/or three or more of the voting rights of ordinary
shares.
Source of data: Company annual reports.
342 Part Five Management of the Firm's Equity: Dividends and Repurchases
1The dividend use in 2007 reflects the 8.0p dividend declared in total for the fiscal year 2006, which was actually
paid in the fiscal year 2007. The impact of the board's decision would be in the 2008 fiscal year.
22008 and 2009 forecasts are from ABN AMRO Equity Research and case writer's estimates. Lehman Brothers
forecasted net profit of GBP (11 0) million and GBP 81 million for 2008 and 2009, respectively.
Sources of data: Company annual reports and Web site; Bridie Barrett, Justin Diddams, and Paul Gooden, ABN AMRO
Bank NV, "EMI, A Special Situation," February 16, 2007; Richard Jones and Tamsin Garrity, Lehman Brothers Eq-
uity Research, "EMI Group," February 15, 2007.
Case 27 EMI Group PLC 343
1 Fischer Black, "The Dividend Puzzle," Journal of Portfolio Management (Winter 1976).
344 Part Five Management of the Firm's Equity: Dividends and Repurchases
700 r-------------------------------
600 1+--1------------------------------
500 I-----\~--------------------------
cv
400 1------.......&...-+-------------------------
u
c
:. 300 I---------t--I---\--------------------,r--~--
200 I---------....-...\------~r----------- . . . . . . .- - -
100 I------------:ftd-------------------
0'--------'------"'-------'------"'------""-----"'-----
May-OO May-01 May-02 May-03 May-04 May-OS May-06
Source of data: Societe Generale Economic Research, "Global Economic Outlook," March 14, 2007.
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~ EXHIBIT 27.11 I Comparative Global Media Data
~
EMI Group pic GBP 31-Mar 2,080 9.8 4.3 nmf 0.72 22.4
Bertelsmann 1 EUR 31-Dec 19,297 9.7 12.6 0.97 na na
Clear Channel USD 31-Dec 7,067 31.8 9.8 0.91 0.42 22.2
Disney USD 29-Sep 34,285 20.2 9.8 0.34 0.16 17.1
IAC/lnterActiveCorp. USD 31-Dec 6,278 15.7 3.1 0.10 0.08 48.9
News Corp. USD 30-Jun 25,327 18.3 10.6 0.38 0.17 23.3
Sony Corporation JPY 31-Mar 7,475,436 2.5 1.7 0.24 na nmf
Time Warner USD 31-Dec 44,224 27.3 11.6 0.58 0.42 14.9
Viacom USD 31-Dec 11,467 28.1 12.9 1.06 0.27 18.5
Vivendi EUR 31-Dec 20,044 21.8 13.0 0.22 na 12.2
Warner Music USD 30-Sep 3,516 14.4 1.3 38.60 0.65 72.2
XM Satellite Radio USD 31-Dec 933 nmf nmf nmf 0.29 nmf
Share Repurchases (millions)4 Dividends Paid (millions)4 Average Dividend Yield (%)5 Payout Ratio (%)6
Data
Currency FY2004 FY2005 FY2006 FY2004 FY2005 FY2006 FY2004 FY2005 FY2006 FY2004 FY2005 FY2006
2Viacom split into two companies, Viacom and CBS Corporation, on December 31, 2005.
3Warner Music completed its initial public offering (IPO) in May 2005.
4Dividends-paid and share-repurchases data is sourced from the individual company's cash flow statement.
SAverage dividend yield· calculated as dividends declared per share for a year divided by the average annual price of the stock in the same year.
6Payout ratio calculated as the sum of all cash dividends declared but not necessarily yet paid for a company's fiscal year, divided by net profit for that year.
Sources of data: Value Line Investment Survey and company Web sites.