One thing that really bothers me, as a signed artist trying to just simply break even on my albums, is when people say things like "why should I pay for something I can get for free?" referring to digital music.
Let's be honest folks. In this context, "get" is really "steal" If you download music from the internet without paying for it, you are, in fact, engaging in theft. I'm not here to tell anyone they're a bad person, we all make the choices in life that our consciences will allow us to make. If your conscience allows you to download copyrighted digital media without paying for it, well, that's between you and your conscience.
The CD is probably going to go away at some point. It's not going to happen in 2012. But eventually, I believe all audio and video media will be delivered via the internet. It's the most cost-effective distribution system there is. As bandwidth increases, the lossy/lossless argument will become moot. A few months ago, on another message board we had a similar discussion to this one and an idea occurred to me about how the whole downloading thing could become a non-issue for everyone, artists, labels and consumers. I wrote a post about it, which I'm reposting here because I think it's germane to the discussion:
How can "Illegal Downloading" Become Legitimate?
Just an idea, by Barry Thompson
You know what I think the solution is?
Internet Service Provider Surcharges. That's right. Surcharges. It's really a simple thing. The implementation would not even be that difficult. The math would have to be worked out, and a lot of people would have to come to agreement, but it could work. Here's how it would work:
All internet service providers have the ability to see how much data (bandwidth) is flowing into and out of your internet service device (we'll call it "cable modem" for the purpose of this discussion). Not only can they determine how much bandwidth is flowing into and out of your cable modem, but they can also -very easily- determine the type of data (Audio, Video, etc) you're uploading and/or downloading and where you are uploading and/or downloading it from. And your bandwidth usage, in both directions can be very easily measured. It's similar to how they measure how much water or electricity you use on a monthly basis.
So, given that every internet service provider in existence already has this ability, there would be practically no infrastructure that would have to be installed and/or upgraded in any way for a Surcharge system to work.
The way it would work is simple: As a customer of the Internet Service Provider, when you sign up for your account, you would agree to pay $X.XX per MB per month for all downloads and uploads of certain "qualified" content. This would include torrents of DVDs, Albums, Software, Video Games and other "qualified" digital content that is currently being illegally downloaded world-wide.
The more you download, or upload, the more you pay. That money -the Surcharge- would be split as profit between the Internet Service Provider and the copyright owner. I realize a lot of details would have to be worked out, but until or unless there are either fees or consequences involved with illegal downloads, they're going to continue happening and the decline of the music business (and eventually other media businesses) is going to continue.
The "consequences" angle has been tried and it was really a dismal failure by most accounts. Suing kids for a million dollars because you caught them sharing their music folders on Kazaa or Napster is not going to work, neither as a mechanism for recovery of profits, nor as a deterrent to others. Incentives, however, will work. The Surcharge system would make those who immediately upload everything they get their hands on to torrent sites think twice about uploading - because now they'd have to pay for those uploads and really not be receiving anything in return. Additionally, those who download would also have to think a bit more about what they are downloading and why they are downloading it, and whether or not it's really something they need or want, because again, they'd have to pay for those downloads in the form of a Surcharge on their monthly Internet Service Provider bill. The content creators (e.g. artists, musicians, software engineers, movie studios, etc) would have an incentive to actually encourage people to upload and download their content because they would be receiving compensation for their work with this type of a system.
It's not perfect. There would be a lot of business and even political hurdles to overcome, however, I am absolutely convinced that we must swim WITH the tide of downloading instead of against it, if we are going to have any hope of solving the problem. The downloading is not going to stop. This is simply how people obtain digital media now. They download it. Often illegally. Because....they can. Well, I'm saying let's leverage THAT! The Internet is now clearly a proven system that is extremely effective at distribution. It might even be the best media distribution system ever conceived. The problem with it, though, is similar to why we all have to have locks on our houses: People are going to be....people. The world is a big place and human nature is what we all know it is. We've seen what happens when the uploading and downloading is allowed to happen without legal or financial consequences. Enforcing some kind of legal consequence either via some DRM (Digital Rights Management) mechanism on the content or by monitoring everyone's internet use and then prosecuting violators is a LOSE/LOSE situation. The content creators lose, the people doing the downloading lose. Everyone loses.
Except......
The Internet Service Providers! They haven't lost anything! In fact, they've gained tons and tons of revenue and customers in the last decade. They are the ones who have been getting paid and continue to be paid throughout this entire illegal downloading era. Internet Service Provider charges have skyrocketed in the last 10 or 12 years while media sales have either plummeted (music business) or stagnated (movies and software).
Make the connection, folks, it's not too hard!
A large portion of the revenue that was once going to bands and record labels has simply shifted from the bands and record labels to the Internet Service Providers. Music, an incredibly important art form, as a whole, loses and.....Comcast and Verizon win? I don't know about you, and maybe as an artist on a small, independent record label that practically no one knows or cares about I'm a little bit biased, but something smells here. What's fair is fair. The time for content Surcharges with Internet Service Providers has arrived. Don't want to pay any surcharges? No problem! Don't download or upload stuff! It's SIMPLE! No one who doesn't want to pay, will have to pay. Want to get the latest - or even out of print music from your favorite artists? Go for it! They'd be LEGALLY available everywhere online and you could get them whenever you feel like you have the money in your budget to pay for it. Download away! Just pay your Internet Service Provider's bill when it comes in, and some of that Surcharge will be passed on to the rightful owner of the copyright on the content you just -now LEGALLY instead of ILLEGALLY- downloaded.
I firmly believe the Surcharge system will be the ultimate solution to the problem of illegal downloading. If you agree, feel free to re-post this to some of your friends and see what they think about it.
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I know it's far from perfect and a lot of details would have to be worked out, but I really believe this is the way forward.