RIAA must re-think strategy... and image
The RIAA's aggressive "anti-piracy" campaign to eliminate music sharing, swapping, downloading, and copying may be winning battles, but the music industry is still losing the war.
RIAA's biggest problem isn't illegal copies of music, but its own unwillingness to take ownership of the problem. They want everyone *else* to be responsible. Individuals should feel bad about sharing music. Legislators should protect artists and music companies by enacting laws with harsh penalties for sharing. Law enforcement agencies should treat music theft as seriously as crack cocaine.
Set aside the issue of whether music sharing or copying is legal, and look at the other problems the RIAA chooses to ignore:
- They failed to see the impact of digital music, and have yet to come up with a copyright protection mechanism that is adequate, much less "failsafe". Moreover, what the RIAA comes up with will probably antagonize consumers even more than the odious packaging used to thwart shoplifting. Or it will be cracked within weeks of implementation.
They have positioned themselves as The Bad Guys to the most lucrative demographic of buyers. Even tricky Dick Nixon wasn't as universally reviled as the RIAA.
Especially with regard to Internet-based music sharing, they fail to see a bigger threat: ad hoc IP networking.
Gather a few dozen kids with WiFi-enabled laptops chock full of MP3s. Add an access point. Turn on DHCP. Within minutes, music swapping is up and running. With storage as inexpensive and plentiful as it is today, kids don't need to browse or be selective: copy *everything*.
One such party isn't much of a threat. Imagine weekly, even nightly, parties at every high school and university.
Given the trends in removable storage, you may not even need a network to match the pace of music downloads via peer-to-peer networks. Exchange a 1 Gig SD with your buddy. And then with two more buddies. And two more buddies...
The problem RIAA faces is social, not technological. We've seen this before, and ultimately, Prohibition was repealed. Can you spell *unenforcable*?
The music industry's biggest failure is that they won't consider a different model for selling music. I'm no marketing genius, but it seems to me that there's a price point and convenience threshold for every product that's both attractive and acceptable, where the majority of people will simply find it easier and acceptable to pay for music than scrounge for it.
That magic figure may not be very appealing now, but it's a more likely scenario than silver-bullet technologies or a music police state.
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by Dave Piscitello