"This is the guy we've all seen in Borders or HMV on a Friday afternoon, possibly after a drink or two, tie slightly undone, buying two CDs, a DVD and maybe a book - fifty quid's worth - and frantically computing how he's going to convince his partner that this is a really, really worthwhile investment."

50 quid bloke is a term first defined in July 2003 by David Hepworth from Development Hell, an independent magazine publisher, in a speech to the BPI's AGM. A man who buys endless music memorabilia in a vain attempt to stave off middle age, some argue he may end up being solely responsible for maintaining the life of music magazines. 50 quid bloke is typically over 35, and an ABC1 male.

These 40-somethings are ravenous for the appeal of youth and the buzz that comes with it. They leave their local branch of HMV 50 quid worse off, but still brandishing the glossy pink carrier bag like an Olympic gold. Unfortunately, the sense of ‘pride’ only lasts so long once out of the iridescent disc haven. Diminishing looks shot by anyone under 30 could drown 50 quid bloke in pure pity, as they swiftly put their headphones in and sigh a deep sigh of sympathy to the bloke in a polo shirt who’s just spent 50 quid on the same music that they’re tucking into quite illegally.

50 quid bloke has no shame however, as he opens his bag to expose his latest triumphs. He’s probably bought a blur album, and he’s probably planning on playing it at a sensible volume level in his Volvo on the way home. Alongside that, he’s also got an album of radio 2s picks of the year, the frozen DVD (for his daughter), and Tom Odell’s album; which his wife insists he listens to as she hasn’t quite yet go of her radio 1 days yet. His favourite film in probably lost in translation, and his favourite book is The Da Vinci Code. He’s probably wearing either a joules polo shirt his mum got his for his birthday, or trying incessantly yet politely to bring skinny jeans into his generation. (85% chance that they’re being worn with winkle pickers)

At HMV, the BPI statistics confirmed what they already knew. (They are people) “Whom music has always been a central passion, and they have the disposable income," says Gennaro Castaldo, HMV's head of press. It is also possible to flip the situation on its head, and make a case for the 13-19 year olds seen strutting out of HMV (but preferably a local vinyl shop), clasping tatty vinyl to their chest for dear life. For most, this is as much of a statement as 50 quid bloke rebuying parachutes whilst wearing a White Stripes t-shirt.

Through the generation gap, there is one last thread of hope before they completely disconnect. The passion of 50 quid bloke is the main thing that keeps him young. Passion seen in the younger generation is parallel to the passion seen in 50 quid bloke and his friends, as they all have something so important to them, they stay loyal to it. Whether they’re going about it in an incorrect way or not, they are motivated to maintain their interest in something they enjoy.