Perhaps the key feature in Mercuriadis’ pitch is in bringing his company to market so investors in the U.K. (and eventually the U.S.) can invest in Hipgnosis’ catalog as one would stocks or assets. “The income from these songs is very predictable and very reliable and those are the same reasons why you invest in things like gold and oil,” says Mercuriadis. “But, in fact, music is better than gold and oil because when something crazy happens in the marketplace, or Donald Trump does something stupid or Boris Johnson does something stupid, the price of gold and oil are affected. Great songs are always being consumed.”