Notes
From The Frontlines:
The Future of
Music Summit
As
a freelance writer whose morning commute consists of a
groggy jaunt from my bed to the kitchen dining room, er…
office, it takes a lot of motivation to get me out of the
house. But despite this lethargy, I always make a point to
trek out to The
Future of Music Coalition’s
annual policy summit, which occurred this year on Sept.
11-13 at Lisner Auditorium at George Washington University
in Washington, DC. I always get something out of it. And
this year was no different.
The summit
tackles some of the music industry’s most chronic topics,
including the ongoing debate about music file sharing and
downloading. Gary Shapiro, president of the Consumer
Electronics Association (CEA), issued a passionate defense
of consumers’ right to make personal copies of music,
arguing that they simply want "to do what they’ve
always been able to do" and accusing the music industry
of trying to take those rights away. Mitch Bainwol, chairman
and CEO of the Recording Industry Association of America (RIAA),
meanwhile, accused Shapiro of "exaggeration".
Yes, it got
chilly in the room for a while, but I don’t want to
overstate the division. The CEA and RIAA will eventually
need to compromise on a number of topics. The sniping is
really just part of their ongoing negotiations. But while
the RIAA claims to be willing to work with everyone on
resolving these issues, they also seem prepared to continue
their hard-line tactics as well. By the end of September the
RIAA had filed another 762 copyright-infringement lawsuits
against individuals trading music files. Eat the carrot. Now
meet the stick.
It’s hard
to know where musicians come down on this stuff. Shapiro got
big applause when he said; "I don’t look at the RIAA
member sales as a measure of the health of the music
industry." But Bainwol also got a good reception
whenever he talked about the need to strictly enforce
copyrights. "Half the songwriters in Nashville are out
of business," he said. "We’ve got to find a way
to balance the integrity of the property with consumer
satisfaction."
Ironically, a
foot soldier in this battle for balance is Shawn Fanning,
the guy who started this whole mess by creating the original
Napster in 1999 and is now president of
digital-rights-management firm SnoCap. After the RIAA sued
his Napster venture out of existence, Fanning regrouped and
started SnoCap to try to legitimize
the peer-to-peer file sharing that had already
filled the post-Napster vacuum. SnoCap essentially runs a
database allowing rights holders to register their works,
creating a system whereby owners can be compensated when
their files trade over P2P networks. "It’s about
providing more music to more people through more
channels," he said during one of the panels. "The
ultimate goal is to open it up."
I have
listened to Fanning speak at numerous panels over the years,
and I’m convinced that while he’s first and foremost a
software geek, his love of music (especially the hard to
find Indie stuff) is what drives him. It was what kept him
up all night writing the Napster code. And I suspect it now
drives him to promote SnoCap. When asked whether he had
tried some of the new, "legit" post-Napster music
services, he winced a bit. "I’ve tried it," he
said. "I’m really not happy with the selection right
now, to be honest." Then someone asked him whether he
still uses the clandestine P2P services. "No
comment," he said. He was sitting right next to Bainwol.
Gutsy answer, dude.
Of course, it
wasn’t all about file trading. The policy summit also
tackled other hot topics, such as the
promise of digital distribution. "For
developing artists, digital distribution is a good
thing," said eMusic CEO David Pakman. But experts
acknowledged that digital distribution is far from a
panacea. In many ways, the little guy faces the same classic
problem: How
to rise above the noise and marketing budgets of larger
entities. "You really have that ability to
pop up [in the digital realm]," said Kevin Arnold,
founder and CEO of the Independent Online Distribution
Alliance (IODA). "But in general, there’s good and
bad."
Arnold said
that major acts still get the best placement on iTunes
because major labels can grant "favors" such as
providing exclusive content. That pushes out smaller labels
and individual artists that lack such bartering power.
"I hate these exclusive games, but I have to play it
because iTunes does it," said Tim Quirk, general
manager of music content and programming at RealNetworks,
whose Rhapsody music service competes with iTunes. But Quirk
relayed one really interesting stat: While up to 25 percent
of the streams on Rhapsody are generated from the top
artists, some 75 percent are listening to indie artists as
they hunt around for new music. "People are just going
off on their own," he said.
That, more
than anything, demonstrates the power of digital music. Most
of us will never get on the home page of a big music engine,
but people can at least still stumble across us in the
digital world. And that’s more than can be said for record
stores with limited shelf space.
At one point,
Fanning said he likes subscription music services, which
offer more freedom to sample and explore for one monthly
fee. As someone who joined Yahoo! Music Unlimited a couple
of months ago and is loving it, I have to agree. But the
larger question is whether people will continue to download
songs for a buck a pop when they can just access them any
time they want for one monthly fee. At Yahoo!, I have so far
downloaded more than 120 full albums to my hard drive—well
over 2,000 songs. For $5 per month, I just can’t complain
about that (although I wonder if Yahoo! is just waiting to
raise its prices once they have me firmly in their clutches…
we’ll see). I suspect that both the subscription and
download models will prosper, with some fans preferring to
"own" music and others content to rent.
Many
panelists also agreed that portability is simply huge. Take podcasting,
which allows people to listen to syndicated content that
automatically updates every time they sync up their MP3
players. Candace Corrigan, songwriter and creator of "The
Nashville Nobody Knows" podcast highlights
artists who are outside the mainstream in a talk-show/music
format. Indie country fans can listen whenever the mood
strikes them and from anywhere they want. "In a few
short years, all programming will be delivered to Americans
on-demand," she said. Ali Partovi, CEO of
GarageBand.com, said teenagers who would feel naked without
an iPod or some other MP3 player on their hip are part of
the "Generation i." And they’re sweeping the
world. "They don’t listen to radio," he said.
"They have iPods, and they want to fill them up."
As we head
toward a future in which music becomes ubiquitous and
accessible from just about anywhere (read May
& June
AP articles), it seems clear that the transition will be
considerably messy. All sides will no doubt jostle for the
best position and try to influence policymakers. The Future
of Music Coalition policy summit doesn’t necessarily
resolve these issues outright, but it spurs debate. And each
year, it seems to bring the parties just a little bit closer
to the common goal: A music industry that works well for
all. We’re not there yet. But things are moving forward
slowly.
(EDITOR’S
NOTE: See the fun for yourself and watch
video of this year’s panels.)
(Mike
Grebb is a writer, journalist and
singer/songwriter based in Washington, D.C. He has written
for numerous publications, including Wired
and Billboard. He just completed his debut solo
record, Resolution, which is available at www.mikegrebb.com,
as well as digitally on iTunes, MSN Music, Musicmatch,
Yahoo! Music Unlimited and other sites. Mike will also be an
instructor at a songwriting workshop in Takoma Park, MD, on
Oct. 22. Check www.emergingsongwriters.com
for sign-up info).
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