Flip Flop, Begin the File-Swap

When push comes to shove, it looks like the record companies might move with the file- sharing flow after all. According to the Herald Tribune, there seems to be a stir within some labels, forcing them to “tread on grounds they once viewed as off limits”. Today, Monday February 19, 2007, Suretone Records, a small label distributed by Universal Music Group, will start to distribute video files of artists and bands via file-sharing networks. Networks that the record industry slammed as a playground for pirates and various illegalities. Peer-to peer- file sharing was still considered a big NO NO in the labels eyes just a few months ago, and still is a hovering fear- carried out in courts everyday. But what happened, why would they change or even shift views? Possibly because they finally identify they must accommodate the consumers, if they want to remain in their pockets.

After years of suing individuals who used file-swapping services, the recording industry is realizing that it has to undo a little control in order to attract large audiences and buyers that are found on the web. First off, we know the future of music distribution is definitely barbed in the digital realm of things, however the manner in how to protect rights and materials remains a constant battle. Ever since Steve Jobs of Apple voiced his opinion of abandoning DRM protection (digital rights management) two weeks ago, there seems to be an urgency of panic in the air. What is the next step? Where do we go from here? To agree, or disagree that is the question.

EMI, one of the big four has already discussed the idea of unprotected files with certain retailers (http://www.iht.com/articles/2007/02/18/yourmoney/music.php), but there is “little indication that the four companies that control a majority of the world’s music sales…will be willing to offer much of their catalogues without such software soon”. More importantly soon enough- they must give in. Sometimes when you stay on the outside and stray from the stampede, you get killed. You can’t escape a stampede of savvy Internet users and such a demanding generation; they will run over you if you don’t learn how to run side by side and compete for the front. They record companies will try new techniques. For example labels plan to show a minute of unfinished video clips- only to be further viewed at a priced or displayed alongside an array of advertisements on home web pages. Who knows if these techniques will be successful, but it must be said – bravo for trying!