Article:
Music Delivery Without the Confines of Media
November 13, 2000
While the music industry is still abuzz with the implications of digital music and its online distribution, it seems to be missing the underlying desire of music consumers. We have learned several things from the MP3 craze: 1) Consumers want to access the songs they want (not necessarily complete albums), 2) Consumers want to access their music from a variety of locations (witness the genesis of My.MP3.com and WinAmp’s mp3 locker system), and lastly, 3) Consumers want to access their music at reasonable cost.
The industry seems to have understood the first and last points relatively well. Several large music labels, such as Bertlesmann and Universal, are working to create distribution systems that allow listeners to buy individual tracks at reduced prices. However, the industry seems to be ignoring the underlying issue: listeners want to hear what they want where they want. With MP3 technology, consumers can hear their favorite radio single at work, at home, on their MP3 player, and even on their cellular phone.
But these options will not satiate consumers’ desires for long.
Efforts should be underway to develop a satellite-based consumer access music network that allows listeners access to their music from anywhere in the world at any time. Consumers should be able to purchase an identifier for pennies that is able to associate purchased albums and tracks. The identifier, incredibly small in size and durable, could be attached to a keychain, creating a truly portable music library. Listeners could plug their identifier into their new Walkman, their car stereo, their home theater, and their friend’s computer.
Consumers would be able to add to their music library in a variety of ways. They would be able to purchase albums and singles by visiting stores as they currently do or via online stores in conjunction with a peripheral device for a PC. Media duplication and printing costs would be eliminated, as the music would reside only on the label’s servers.
Thus, as the listener no longer owns a physical copy of the song they purchase but rather a key to access the song, illegal music distribution becomes much more difficult. Users will always be able to tape or digitally record the satellite feed as it plays on their output device. These duplicates, though, will not be able to be transferred to others via the identifier system. Just as consumers have begun phasing out VCRs for recording-incapable DVD players, consumers will begin phasing out old electronics that are incapable of harnessing the identifier and satellite stream receipt as the technology takes hold.
Devices will need to be created that act as satellite receivers. As these receivers no longer need accept a variety of media, like vinyl, cassette tapes, and compact discs, the physical footprint of this new breed of electronics will be greatly reduced. New ways of accessing music will need to be created, as consumers will (theoretically) be able to access hundreds of their purchased albums or song titles.
Imperative to the success of this idea is the mandate that this technology not follow the path of DIVX. Consumers have proven they aren’t keen on repeatedly purchasing access to what they consider their property. This does not mean there is not an opportunity for music labels to offer temporary access to certain titles for reduced fees; but it does mean that consumers will not cooperate with a system that penalizes them, whether financially or through the need to buy additional hardware to access different media.
Is there a potential for illegal access and copying of music? Most certainly. Are there financial hurdles to overcome to create an always-on music distribution system? Absolutely. However, there are numerous methods of offsetting cost, as well as protecting artists’ rights over the long term. If the industry proactively addresses fundamental listener wants, rather than retroactively responding to flaws in past distribution methods, they stand a larger chance of succeeding in consumer participation with their new technologies and proposals.