The Battle over Music Piracy
When Amazon.com announced its plan to open a
digital music store to sell MP3s, you had to really work to get excited about
it. It's hard to think of a press release that would be less surprising. At
this rate, my 3-year-old daughter will be opening a digital music store pretty
soon. And Amazon's selling MP3s? It's a digital music store. What else would it
sell?
But Amazon's move was actually a strategic salvo
in the great secret war of the $60 billion music industry, the fight over
Digital Rights Management, usually known by the spine-tinglingly thrilling
abbreviation DRM. What's DRM? An invisible layer of software that bodyguards a
computer file and limits what you can and can't do with it. Buy a song from
Apple's iTunes Media Store, for example, and you can copy the file to five
computers but no more. That's because the song comes with Apple's DRM software,
FairPlay, baked in, and FairPlay has its own ideas about what is and isn't
fair. Most people don't even notice DRM--who puts their music on five different
computers anyway?--but there's something annoyingly unfair about FairPlay even
in the abstract. You paid for the music. Who is Apple to tell you where you can
and can't stick it?
Nobody will admit to actually liking DRM. Consumers
feel retailers are treating them like potential copyright criminals. Retailers
say they use DRM only because the labels make them. The labels blame us, the
customers, for being such filthy music pirates. And around we go. Steve Jobs
even swore that he would de-DRM every track on iTunes if only the labels would
let him. (Jobs did broker a deal with one label, EMI, to sell DRM-free music,
with higher audio quality. But it'll cost ya: DRM-free tracks will go for $1.29
vs. the standard 99¢.) Amazon is saying it's prepared to go skinny-dipping in
the digital music pool: the company will sell all-nude, plain-vanilla MP3 files
stripped of any DRM.
This won't make Amazon the iTunes killer.
There's no way Amazon will match the silky-smooth user experience of the iTunes
store--I mean, interface design and hardware integration are what Apple
does--or the depth of its song selection. DRM-free music is a nice perk, and
the freedom-loving anti-copyright geekerati will be all over it, but there are
more important things in life. And Amazon doesn't need to kill iTunes anyway.
Amazon's music store will be a handy tool for setting up package deals and
promotional giveaways and such, but that's all it has to be: a loss leader, not
a world beater.
But all this does bring into stark relief a
basic question that haunts the music industry: Can consumers be trusted to
control their own music without pirating the record labels and the artists they
produce right into the ground? The answer is yes. People have been buying and selling
music for years without DRM, in a form you may have heard of called the compact
disc. CDs have never had DRM attached. Off the record, most executives--on the
technology side at least--will tell you that DRM is a dinosaur that's waiting
for the asteroid to hit. It's just a matter of when the music industry will
stop assuming its customers are all criminals.
To be clear: most of us really are criminals.
Almost everybody owns a little stolen music. But a little piracy can be a good
thing. Sure, O.K., I ripped the audio of the Shins' Phantom Limb off a YouTube
video. But on the strength of that minor copyright atrocity, I legally bought
two complete Shins albums and shelled out for a Shins concert. The legit market
feeds off the black market. Music execs just need to figure out how to live
with that. (And count themselves lucky. When it comes to movies, consumers
actually do act like hardened criminals. The real pirate war is being fought in
Hollywood.)
In the end, the real consequences of DRM may
have nothing to do with piracy. One side effect of Apple's FairPlay software is
that music purchased on iTunes plays only on Apple products--i.e., on iPods.
The result is that DRM helps perpetuate Apple's quasi-monopoly in the portable
digital-music-player market, which ironically has a slightly Microsoftesque air
about it. (The European Union is looking into an antitrust suit.) If--meaning
when--Apple drops DRM for good, the playing field on the hardware side will get
a whole lot more level and the iPod will have a whole lot more serious
competition. Zunes, Sansas and other exotic digital fauna will all be able to
play songs from iTunes. Turnabout, as the saying goes, is fair play.
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