The impact on the shops as Prince gives away his free CD is massive and they are naturally outraged. The deal between Prince and the Mail on Sunday remains undisclosed however in there defense the paper argues that by giving the CD out free it will increase the sales of the song writer. These kind of promotions have been on going over the years and has concerned the Entertainment Retailers Association who says this will impact new artists trying to come through, it devalues music as for these individuals they don’t have the support from record companies who are giving away free music CD’s.