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Why the Napster/Bertelsmann deal is bad news for independent artists.
Limeygit
Isn't it amazing how quickly dreams can be crushed, how soon the brave
new world can give way to the powerful old status quo of the traditional
media. Napster, the poster-boy of the new way of doing things (at least
in the eyes of most media outlets), decided that it didn't have a chance
fighting the devil, so you may as well hop into bed and hope you gain the
legitimacy of becoming Mrs. Devil. Instead they are more likely to become
a case of "hey I'll give you a call".
Amongst all the debate about the long term business meaning, whether
the millions of subscribers will pay the anticipated $4.99 monthly charge
and if this means an about face by the music business, one little group
are being forgotten. This group are the musicians who actually produce
the music, and more importantly those tiny self-released musicians to whom
"MP3" is a desperately needed way of bypassing the corporate stranglehold
on music dissemination, not a dangerous threat to their livelihood.
These artists are the unseen and unheard victims in this whole carve-up.
I really don't care if Dr. Dre or Metallica are losing money, or if The
Offspring love Napster. These artists already have the privilege of major
label backing and public recognition. Whilst the major record companies
of the world make their individual deals with Napster, or start their own
variation on a theme, the end-result will be an accidental but unavoidable
closing of the door on the artists who most desperately need such services.
In simple terms Napster is going to change into a service in which
the software will check all the MP3s within their network for authenticity.
This is an incredibly lengthy and complicated process. The end result though
will be 'watermarked' MP3s, an encryption system that will allow the software
to judge if the music is from an album and artists that are located on
a label that has an agreement with Napster. Apart from the huge amount
of effort this creates, it also creates a massive set of problems.
Lets look at a series of scenarios. David Bowie's 'Diamond Dogs' is
an officially licensed song, and can be accessed by any registered paying
member of Napster. That seems simple, but lets say you have a copy on your
hard drive that is several years old, more than likely the Napster software
will be unable to recognize such a beast, therefore it can not be uploaded
or downloaded. Perhaps you have a live version of this song from some obscure
bootleg, or long since deleted limited edition release. Think that it will
be recognized? Nope.
Then some small band in Slovakia create a song in dedication to Bowie
called 'The Dogs were Diamond". They are truly awful and are on no label,
they rip a MP3 of their own song. It will of course be unrecognizable to
any software Napster can create. End result, you could not download it.
The Internet and its associated technology were supposed to be a leveling
of the playing field. A process in which the guy with a keyboard and a
computer in his parent’s basement in Moscow could with little money and
a lot of imitative create enough publicity and interest to make a living
or bring a major label contract in hand to his door. A large part of that
whole concept was based around putting the music out onto as many places
as possible, and Napster was a large part of that. To use our previous
example people searching for "Diamond Dogs" may have stumbled upon our
Slovakian friends and downloaded it for the hell of it.
With the 'Big Boys" easy win over Napster, true Indie music has taken
a huge step backwards, and nobody has even realized it yet. Apart from
the record companies themselves, believe me they have realized. Oh and
don't think they are losing any sleep over it.
So what do you think? Tell us on the message board, or by email.
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