The surprise move is based on the high number of videos downloaded that are currently unrecorded in mainstream figures. Video downloads make up 55% of downloads from the 3MusicStore, while audio sales account for 45%. The mobile operator is arguing that since videos are a more popular choice with music downloaders, there is a discrepancy in the charts.
“The current singles charts are not a real representation of the music people are buying,” Graeme Slattery, head of music at 3 says. “There is very little difference between our top 10 audio chart and our top 10 video chart. This should make you question why the purchase of a track from a legitimate digital outlets such as the 3MusicStore is not included in the charts simply because it has visuals to accompany it.”
A statement from 3 adds: "Artists are potentially missing out on huge radio and TV exposure opportunities because their video sales are not influencing their chart positions at the moment.”
This is a view echoed by Terry Cullen of Waterford act Dae Kim who have just released the single 'Sticky Fingers'. He believes there is a benefit for homegrown acts.
"We've spent a lot of money on videos in the past and not been able to get them shown anywhere. If 3 dealt directly with bands and made it easier to get exposure, it would be a real help. Although that said, I'd be more likely to look at a video on YouTube"
When asked whether it would disadvantage unsigned acts who have limited financial investment, he remains pragmatic.
"They can be a lot of money to make - two years wages in some cases - but it's like recording: if it's important to a band's success, you'll find ways and means to do it."
Ronan Cunningham of SuperJimenez, who are set to release 'Faye', agrees. "Any band can do a video for next to nothing. There's things like the Hot Press/Tisch video competition and you can also just got to local students. We did that, and they were mad keen - they had all the equipment too so the cost was minimal for us. If videos are more popular than audio as a format, it should be included."
If 3's campaign is successful, it would account for 24.9% of the music charts. Already its 13% contribution is as much as all high street shops combined.