six misconceptions about the future of music.

I had a great conversation with a friend from school today, and the following misconceptions about the future of music came to mind:

1. Piracy has ruined the business for everyone except the massive acts.  Actually, the massive acts were generally the only ones making lots of money (for the recording industry).  Piracy has cut back on that, so labels can no longer offset the losses from other projects with the massive income from a few hit records.
2. The label system / the recording industry is dead.  No way in hell.  What's dead is that entire engine existing to create recorded music, and make money off recorded music.  What's coming is a label system that focuses on it's ability to break acts, broker cross promotions, and generate income from it's network of merchandising partners.
3. Independent artists will suffer.  Independent artists always suffered, if we're defining independent as 'not a major act'.  If we're defining independent as 'mainstream but angrier', please go read a different blog.
4. 'Real Fans' will pay for music.  Music, now that it is available in unrestricted (and infinitely copyable) digital files, isn't worth money.  Real fans will pay for an experience, or a collectible, or a memory.
5. Fans will pay for ease of use, or a simpler experience.  Piracy is, for a notable segment of the population, easier than having a credit card.  Therefore, piracy is not going to be trumped in terms of ease of use, or user experience.
6. NIN / Radiohead / Livenation will figure it out.  These entities are going to figure out how established names continue to make large amounts of money in a changing marketplace.  But, this has no real bearing on discovering how to freshly establish names, and then make large amounts of money, in this new marketplace.

Keep this in mind while you consider how to change this industry.

music is already free

Dear Music Industry,

There's something you need to understand, and you don't seem to be getting it. Someone has to tell you, and they have to say it in no uncertain terms.

Stop arguing that music cannot be free. Stop it. It doesn't matter what your justification is, whether it's that the Radiohead model (as it is apparently now known) devalues music for other, less wealthy bands, or whether it's just plain thievery, and nothing else should matter, it's irrelevant.

I'll say it slowly, because I'm obviously not talking to the smart kids: MUSIC. IS. ALREADY. FREE.

We can't go back in time. Bandwidth and Compression made Apple a force in it's industry again. These technological changes made file sharing reasonable. And it made free plausible, not as a business model, but as a reality that cannot be ignored.

It doesn't matter if you can't work your old business model in a world where music is free. It doesn't matter if you feel it devalues your work. It doesn't matter if you think this paradigm only rewards the ultra rich, or those with a dedicated fan base who will spend money without needing to, or whether it just plain bothers you.

Music is already free. The genie is not going back in the bottle, because the holy triumvirate of bittorrent, bandwidth, and compression all have legitimate uses. And not in the NRA style 'guns are for protection, too' legitimate use, but there are entire business models that are only viable due to these innovations.

Music is free. You can't change that, you have to work with it. Radiohead decided that might be an idea - ACCEPTING REALITY - and hoping that, considering it would leak anyway, a portion of fans would be willing to give them a couple of bucks for something that, within minutes of release, WAS FREE ANYWAY.

I'm sorry that a lot of people, Music Industry, are caught in a transitional period where old ways are failing and new ways are undefined. I'm sorry that old revenue streams are falling by the wayside. I'm sorry that so many of you equate changing sources of money with doom.

But it doesn't matter if I'm sorry.

Because music is already free, and you can't change that will anything, even an endless parade of frivolous lawsuits.

With more than a modicum of disappointment,

The Broken Gentleman

radiohead gets it.

I should be sleeping. I have to wake up in a little over 6 hours. But, there are things afoot. Things that cause bliss.

Thom Yorke and Company UNDERSTAND.

I've been rambling for a little less than a year about the separation between object and content. In relation to the music business, the point is simple: somewhere along the way, everyone forgot that the business was based on selling music, and assumed it was based on selling plastic discs. This more or less made sense when the plastic disc was the only method of moving music. Insert one massive digital revolution, and voila, an industry that thinks selling music means selling slabs of plastic begins to fail horribly.

The two best ways to deal with the separation between object and content in the music business are fairly simple: 1) recognise that to be worth money, you better have a slab of plastic that offers value beyond just the music, and 2) acknowledge that the music is really just a promotional tool for selling other, related products (slabs of plastic, tshirts, concert tickets, dvds, ringtones, etc.)

So what does radiohead to, when not tied to any old-distribution label paradigm?

They offer the album for sale, on the web, in a glorious package. 2 discs, vinyl, attractive packaging that realises the product IS A SLAB OF PLASTIC, and makes it the sexiest plastic they can. At the same time, they make digital downloads available for free to anyone who buys the meatspace version of the record.

The real brilliant move? The digital download by itself is available for a price of you-call-it. By you call it, I mean radiohead lets you add the album to your outbox from the exclusive retailer, and you get to decide how much it costs.

Not only is this invaluable research for a band in control of it's own pricing and sales, it provides a reasonable, DRM free option for sane consumers. As someone who actually downloads albums they already own, just for simplicity, this speaks volumes. Radiohead UNDERSTANDS, better than any other album release has ever indicated, that music cannot be sold as though it is still contained in plastic slabs.

This is the one record no one can justifiably download illegally. They are meeting you so far past half-way that you can't really bitch. At the very least, give the the data. Let them know you want it free, or for a cent, or what have you.

Several months ago, I was ecstatic when the iTunes music store began selling DRM free (sorta) downloads. That was premature, and I apologise. Assuming this isn't a hoax, radiohead have just (again) knocked the music industry on it's ass. It's so rare to see innovation even musically, but this group of consistent innovators are trying something legitimately new, and inarguably well-informed.

Shall we make it worth their while?

[this is ignoring the fact the album comes out in 10 days, and they have created nearly unlimited press just by setting a tight deadline, and doing something logical, but unheard of.]

oh thank god.

As expected, there was no truth whatsoever to the Radiohead / Starbucks rumour.

Please go about your day, no longer worried about the impending apocalypse.