The first 2009 „Hamburger Musik Forum's“ round table presented by the VUT Nord on the 2nd of Febuary dealt with the actual situation of physical music distribution. Participants of the panel discussion was, beneath Jochen Richert (Soulfood), Michael Ratelbeck (mconnexion), Dirk Mahlstedt (edel) and Günther Buskies (Tapete Records) Oke Göttlich (finetunes) in his function as a representative of digital distribution. Insolvencies like Neuton or Pinnacle do not only strike the physical distribution sector. Associated Labels find their economic existence more and more influenced and endangered by the situation of physical distribution. Despite the low-spirited situation, the participant's opinion during the panel discussion was to push forward quality and to create awareness around their releases. The customer/fan should experience high-quality products which create buying incitements through additional value. Therefore Oke Göttlich mentions that music downloads are still seen as competition for the physical product instead of being used as an independent and additional channel of distribution. Downloads should complete and valorize a label's portfolio with special and/or exclusive products instead of being a 1 : 1 copy of the physical product. Therefore Göttlich resumed that models and possibilities evolving within the digital music world are still in its infancy.