The record labels have stooped to a new low. I know—hard to believe, but true, and it’s happening in our own backyard. And what’s more disturbing than the actions of the labels is the compliance of the UC school system—UC Berkeley in particular. Before I get too far ahead of myself, let me set the stage.
CD sales are down for the seventh consecutive year, inciting panic among industry giants. While still profitable, their once-healthy margins are eroding rapidly, as they haven’t taken the time to innovate around a new business model that would capitalize on digital music. Instead, they are clinging to a faulty DRM system amid recent counterstrikes such as Steve Jobs’ appeal to eliminate the faulty system, and fellow industry giant EMI’s alleged move to offer its collection DRM-free.
So what is their solution? “Let’s sue college kids, because once they realize the penalties of sharing our music illegally, they’ll be sure to buy CD’s again or pay $0.99 per song, right?” Now even though I wrote it, I’ll not dignify this rhetorical gem with a response.
Here’s where the real sordid details come in. How do the labels know how to find the students? Surely their identity is somehow masked behind the guarded cloak of their university. Alas, it seems your esteemed university, the bastion of ideals and convictions, has been caught in bed with the unsavory fat (albeit much slimmer now) cats of the music industry (unless you’re affiliated with the honorable University of Wisconsin, which has maintained its principles in rejecting the overtures of the labels).
Now I’m not advocating the illegal sharing of music, or the circumventing of DRM, or anything else against the law. I was just trying to put my finger on the real problem in the music industry (before I was sidetracked by the shameful matter of privacy and your university). If the recording industry wants to make money from digital music, they are going to have to figure out how to give it value. They need to stop trying to lock up the music and develop a way to give it value again. I challenge you all to think about how this can happen. Is it additional content from the artists that is tied in with a new type of player? Is it the ability to deconstruct a song the way Nine Inch Nails has allowed through GarageBand? Is it song quality (probably not)? Is it tied into video games?
Whatever it is, I’m confident that music fans are not going to flock back to CD stores and fork over cash for tracks just because a few of their friends are getting sued. In fact, they’re likely to rebel even harder in the future. There’s no question the generation of listeners out there today is many times over more innovative than the morons that pass for executives in an industry deteriorating before our very eyes.