Forget the iPod, iTunes or even commercial radio, video gaming is increasingly becoming the platform of choice for the music industry.

At least that’s according to Alex Rigopulos (pictured), CEO and co-founder of Rock Band creator Harmonix, who feels that consumers interacting with music is far more likely to stimulate sales than listening to a radio or MP3 player.

“When you get to know a song through gameplay, that music gets ‘inside’ you in a way that it wouldn’t just from listening to it,” Rigopulos told MCV. “It’s an incredibly impactful way to experience the music, and this unambiguously stimulates people to go and purchase it.

“Games are interactive, and so music games provide a means to turn players into active participants in the music-making. This deepens people’s connection to the music and amplifies their emotional response to it. An ever-increasing portion of the market will expect to be able to play along with the music they love.”

Ben Cardew, news editor of music industry trade bible Music Week, agreed with Rigopulos’ comments: “The interactive nature of Guitar Hero and Rock Band shows people the true value of music, far more than passively listening to an iPod or the radio,” he told MCV.

“There’s just something primal about holding a guitar and banging the drums. It’s no wonder Def Leppard and Motley Crue are releasing albums through these games.”