Music retailers must make music shopping fun to retain their market share, a leading executive warned last night.

The news comes as US digital download sales reach two million each week, while National Association of Recording Merchandisers (NARM) acting president Jim Donio observes that a "seismic shift in music consumption" is being created by the success of the iTunes Music Store and iPod.

High-street record shops must work to "thrill" consumers, said record producer and BMG CEO Clive Davis at a NARM conference last night.

"You are faced with a major threat - competition from digital distribution. It's fun to shop for music...You're not making it a fun experience," he warned.