Downtown Music CEO Pieter van Rijn has strongly criticized the ‘misinformation’ surrounding the $775 million acquisition of Downtown Music Holdings by Virgin Music Group, arguing the controversy is largely fueled by concerns about Universal Music Group’s (UMG) involvement rather than the potential benefits for musicians. In an open letter obtained by Billboard, van Rijn expressed disappointment at the rapid dismissal of the deal’s potential advantages for artists. He stated, "It’s disappointing to see how quickly some parts of our industry closed the door to rooms we — and others — helped build." Van Rijn emphasized the need for an honest and fact-based discussion regarding the acquisition’s impact, particularly given the European Commission’s ongoing investigation into its potential effects on competition. The investigation, initiated after a preliminary review, stems from UMG’s dominance as the largest record label and publisher by revenue and market capitalization, alongside Downtown’s ownership of companies like FUGA, CD Baby, Songtrust, and AdRev, which support independent recording artists and songwriters. Opposition to the deal swiftly emerged, with independent music groups IMPALA, Association of Independent Music (AIM), and IMPF voicing concerns. IMPALA executive chair Helen Smith labeled the transaction an "another land grab," urging European competition authorities to block the deal and set an international standard.

However, van Rijn views the acquisition as an opportunity to better serve independent artists, stating, "Virgin is a business that aligned with our own, not only in its philosophy but also in the complementary services that we offered." He noted that Downtown had received interest from other potential suitors, but Virgin’s interest represented the first time Downtown encountered a partner "who wanted to invest in Downtown, our team, and our clients." The Virgin co-CEOs, JT Meyers and Nat Pastor, had previously explained the acquisition’s motivation – to combine the companies’ "unique capabilities" to create "an even more robust and flexible suite of services." Addressing concerns about sensitive client data, they assured partners that Virgin "already handles — with the care and confidentiality they deserve — the sensitive client data of hundreds of partners." Van Rijn echoed this sentiment, asserting that "Virgin, like Downtown, operates in a culture built on trust. And, therefore, our clients can expect the same, if not expanded, industry-leading data protection and security they are used to now."

He acknowledged artists’ concerns about data protection and security as "natural" but insisted that the combined Downtown-Virgin entity could offer "more resources, greater support, more innovative technology, all while not only maintaining, but actually building on, the great service levels, platforms, and the flexibility of our current offering." The acquisition’s focus on providing independent artists with a range of services to compete in the modern global music business is central to van Rijn’s defense, aiming to unlock the potential of their music and fostering a collaborative environment for growth. Ultimately, van Rijn’s aim is to demonstrate that the deal, despite external anxieties, represents a strategic advancement for independent artists, solidifying Downtown’s position as a key player in the evolving music landscape. The ongoing scrutiny from regulators highlights the complexities surrounding large-scale acquisitions within the music industry and the critical importance of safeguarding artist rights and data security."