I completely agree with Mr. Rheault.
Today's young people make up the future audience—12, 13 or 14-year-old music consumers. For them, there are no more CDs or cassettes. All they know is streaming or private copying on portable devices. Streaming is increasingly becoming the only option, with YouTube and iTunes being the main media involved. For these youngsters, music no longer has any value. It's something they can get for free or for a very small amount of money. Since their parents often pay for it, music has even less value for them.
They buy one song for 99¢. In addition, they don't buy many albums because they cherry pick. They choose one or two songs from the album they like, and the rest may not sell. Even the idea of an album is starting to disappear.
One of the ways to avoid such an outcome is to rebuild the value of music by bringing artists closer to the general public. In Quebec, we have realized that young people were much more embarrassed to copy the music of a local artist they knew and saw on television regularly than the music of foreign artist, since that makes it more personal.