Musically Challenged
Monday, October 22nd, 2007So, let’s pretend that you’re an executive in an industry that, despite making hundreds of millions of dollars in profits, isn’t making quite as many hundreds of millions as you used to be. And let’s also pretend for a moment than 95% of your product is crap straight from an infected mule’s ass. And you’re pissed, see, because it turns out that some people have been wandering over to the mule with their own buckets. So in order to convince your customers to buy from you and not tap the mule directly, your brilliant new idea is to charge more money for the same amount of crap. Yeah, so. . . honestly, I forget where this metaphor was going, but the music industry is still run by idiots.
Because coming soon from Universal Music is the USB Single. You see, it’s like a conventional CD Single (which is already too expensive, because all you get is one good song and two shite songs, neither of which you want), except it’s going to be on a tiny little USB thumbdrive. And, if I know the industry, it will be loaded with enough Digital Rights Management as to make the fucking song unplayable. But the real kicker is that this little USB Single is going to cost almost twice as much as a CD Single. So you’re paying double the overcharge for one song, because it happens to come on a small plastic stick instead of a flat plastic disc.
Are you with me so far? Universal thinks this will be a big hit because, um, of the internets? And, you know, like, the web or something. You see, because people are pirating music not because it’s crap, or because it’s overpriced, but because of, uh, computers? So if they overcharge people for crap music, but do it on a little plastic thing that plugs into a computer it suddenly becomes cool again. Supposedly, the little USB sticks will come with movie files or pictures – nothing you couldn’t just include on a CD of course – and cost more because of it. The reality is that they cost more because USB sticks cost more than blank fucking CDs, and this is a dogshit stupid idea. But if there’s one thing the music industry knows, it’s dogshit stupid.
And this is exactly why public opinion is so squarely turned against them. It’s why, yes, people pirate music, and no, no one feels even remotely bad about it. Because the industry response to “You sell donkey crap and it costs too much money!” is “How much more would you pay for that donkey crap if it came in a small silver box?”
And while I am on the subject of public loathing for the music industry, I’d just like to take a moment to shoot to hell the notion that was recently offered by an RIAA lawyer that when you purchase a song, what you are actually buying is a license to listen to that song. And that if you want multiple copies of that song (for your car, your mp3 player, your home stereo, your computer and so on), you really ought to buy multiple copies of it. What they are talking about here is licensing. And I know licensing.
The model they are using is the software industry, where what you are buying isn’t the physical CD with the software on it, but they serial number and the license key (essentially “permission” to run the software). If you’ve ever had to enter in a serial number or product code after buying software (this is especially common with online games), you have purchased a product license. If you work in an office, all of your office software has a license associated with it. So you could own five hundred copies of the CD, but if you only own one license, you only legally can have the software installed and working on one machine. Hell, very often you can download the software and not own a physical copy at all. Valve distributes virtually all of their games this way via Steam. And every one of those games is associated with your account, which purchases the right to install and run those games.
Which is fine. But there’s a funny thing about all of that software. It’s mine. And I can prove it’s mine, because I have a fucking license for it. If my computer gets wiped out, and I want to re-install Half-Life 2, I can just hop online and re-acquire it. If I want to install Sam & Max on a dozen computers I can, provided I only play one at a time. And if I lose my copy of Windows XP, but I have my serial number, Microsoft will send me a new fucking copy of the CD in the mail. You try calling up a music label and request a new batch of CDs that you legally own the license to. Let me know how that turns out for you.
The music industry never sold their product as a licensed commodity, and still doesn’t until this day. They want all of the protections and extortions of licensed software without providing any of the advantages or support that comes with it. And without actually, you know, handing out license keys so that there is a concept of ownership outside of the physical copy of the CD. The music industry does not sell licenses. They sell products. Physical, material products. If they want to shift over to selling permission to experience content, that’s fine. I’d actually welcome that. But it’s going to require more than shady lawyering on their end to make that happen.
There’s a truism in virtually any market that if you have to tell people why they need a product after you show it to them, your product is a dud. A product can do one of two things. It can address a pre-existing need that the consumer is already aware of. Food, for example. You don’t need to tell people why they need food in your advertisement you just need to tell them what kind of food you are selling. Or, a product can manufacture a need and then try to fill it on the spot. Restless leg syndrome is a good example of this, because up until that commercial came out, that condition was called “being a jittery bitch”. Hallitocis (a ten dollar word for bad breath) is actually a classic example of creating a need while advertising the product to fill it. Dandruff is a milder version of this scenario – more than twice as many people use a dandruff shampoo as actually have dandruff.
But USB Singles? No one has a need for that. It reeks of the hopefully already failed Ringle – a recent proposal where a consumer would purchase a music single along with the crappy, low-fidelity ringtone version for (here it comes again) twice as much money. Do you see a pattern forming here? Specifically, one where the industry keeps trying to sell its consumers products it doesn’t want at a higher price? Yes? Congratulations. That’s what separates you from a Universal Music executive.














