Cannes: The mood is somber at the 41st edition of Midem - the world`s music market - which commences on 21 January and ends on 25 January in the Palais des Festivals in Cannes, the south of France. This at a time when the global music industry is seeking ways and means to kick in revenues from digital streams (which itself are decelerating) when sales of CDs are spiraling downwards. There is no doubt that music executives are under tremendous pressure; but the optimism is still running strong at Midem.

Reed Midem expects around 9500 participants from the music, mobile telephone, video and internet industries to wing their way down to the French Riviera sea side resort to talk business and find solutions to stop the downward slide.

Midem is preceded by the MidemNet Forum in its eight edition on 20-21 January. The highlight from India`s perspective is the presence of 19 companies, the biggest ever presence at the prestigious market in its history. To know the list of Indian companies represented click here.

India is represented in a big way with Times Music and Music Today exhibiting. But all eyes will be on the new kid on the block: the Indian Music Industry pavilion with Saregama, Universal Music, Sony BMG, Tips, Venus ?“ making a pitch to sign deals with publishers, agents, licensors, and what have you. IMI representatives say this is just the beginning; next year India`s representation will only increase.

Among the notable participants are the mobile and finance companies which have made it a point to attend this year`s Midem. Among these include: IMI Mobile and Reliance Communications. Their interest obviously lies in the digital domain and the MidemNet Forum what with Ringtones, Caller tunes, digital downloads, emerging as substantial revenue generators for both the music and mobile companies:

MidelmNet, the international conference programme covers the opportunities offered by the digital and mobile industries. Last year the sell-out Forum comprised of 21 high level conferences and keynotes, 68 international experts, 1,206 participants and extensive networking sessions.

Day 1 of MidemNet has Robert Glaser of Real Networks, Chris `Long Tail` Andersen Editor of Wired magazine, BPI`s Peter Jamieson all holding centre stage with MidemNet chairman Ted Cohen. Day 2 has an interesting session entitled Digital Asia - Lessons From Growth Markets.

Midem will see keynotes from Richard Gottehrer, Chairman & Founder, The Orchard (USA), Sean Moriarty, President & COO, Ticketmaster (USA) and Michel Lambot, Co-President, PIAS ( Belgium).

Topics to be covered during Midem include:

# Video Games - The Latest Challenge for Labels and Composers?

# Brands - Are Brands Shaping the New Music Economy?

# Is Digital & Online Changing The A&R Process?

# How to Unlock the Potential of Music Communities on Mobile?

This apart more than 100 artists, bands and orchestras covering all types of music from classical to jazz, electro, pop, rock, world and urban, are slated to perform throughout the week. Among the stars expected to mark their presence include: Christina Aguilera and Gwen Stefani, Robbie Williams, all-girl band the Pussycat Dolls and Lionel Ritchie.

As we say, let the music play and continue to play at this year`s Midem.