The present and future of post production business and technology | Philip Hodgetts

Archive for November 12th, 2012

While the major record labels and movie studios do what they can to shutter The Pirate Bay, thousands of lesser known artists are eager to become featured on the site’s homepage. Since the start of the “Promo Bay” initiative in January, 10,000 independent artists have signed up to be promoted by the world’s largest torrent site. Those who were lucky enough to be featured have enjoyed a healthy career boost and in some cases earned thousands of dollars from file-sharing fans..

From TorrentFreak.com

Conventional wisdom is that there is no value in “free” distribution, yet 10,000 artists – probably more than signed to all labels combined currently – have taken advantage of the offer: free music for promotion.

Who’s looking out of step now? Not the artists, that’s for sure.

The conventional wisdom from the dinosaurs of the film, TV and music business is that all they need to do is get laws changed in their favor to “stop piracy”.

In Japan they got their way with a new, draconian, law going into effect:

Except, the reality is that consumers are spending less on music than they were before the bill became law. The article actually posits that the government has made some people so fearful of being arrested that they won’t do any downloading from legitimate sources any more — just in case it’s tainted. So even if they can cut out piracy (doubtful) there’s little evidence to suggest much increase in commerce as a result.

When will they realize it’s a business model problem. I repeat that no peer reviewed (i.e. legitimate) study has ever proved any damage to any organization from unauthorized distribution. Those “studies” that the industry produce have been pretty thoroughly debunked. It’s time stop suing and start thinking of new business models that embrace the publicity value from “unauthorized” distribution.

November 2012
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