RIAA’s anti-downloading campaign: Maybe the old dog has learnt a few tricks.

29 Sep

Last week we wrote a post on why RIAA is an old dog with the lack of a modern trick. Well after discussing this on Music Think Tank I was recently notified of RIAA taking a new direction with this anti-piracy video. It’s actually very good!

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3 Responses to “RIAA’s anti-downloading campaign: Maybe the old dog has learnt a few tricks.”

  1. Matt Agnew September 29, 2010 at 2:06 pm #

    Oh my… I think it’s ridiculous, trying to use the death of nick caves dad and a blind blues player into making people feel guilty about illegal music downloads. Are they serious?

    The name as well ‘music matters’… consumption has went through the roof since Napster, if anything it should be called ‘paying for music matters’

    I don’t agree with illegal downloads either but patronizing stuff like this isn’t the right way to deal with it. Nobody gives a shit about a ‘faceless’ media conglomerate and i believe fixing that issue is the real way to deal with music piracy.

    • Shea October 1, 2010 at 1:43 am #

      Dealing with the music piracy? A broad statement. What would you say would be a better tactic?

      I think informing of legal options instead of suing for taking the illegal options is at least, something. Which is one giant leap for RIAA kind.

      • Matt Agnew October 3, 2010 at 6:08 pm #

        Tbh, I think the music industry really underestimates the knowledge of the consumer. The general public made the legal alternatives such as MySpace, YouTube and Spotify popular, so it’s a bit silly for the industry to turn around and tell consumers about something they already know.

        The Lady Gaga’s of this world will still be rich, regardless of illegal downloads and if it still unlikely consumers will get caught, they’ll continue to do it. It’s hard to care about an industry with faceless labels when we’re being force fed their megastars constantly. Using the old / poor / cult figure musician card is a bit of a weak attempt by the RIAA, it’s like an advert for child line or the RSPCA!

        My way isn’t of course the only way to deal with digital piracy. There are obviously technological issues that need to be resolved too, like removing illegal torrent links or making it easier to buy music without a credit card.

        My belief is that the majors have expanded so much over the past few decades that they’ve lost any contact with the average consumer.
        In London, the HQ’s of the four majors are in the Rich Kensington and Fulham areas. EMI the great British label has a big glass front, just so you can see in to a reception desk and that’s probably as far you can get.
        There’s is some issues in terms of failing to brand the label itself and these companies really need to do more to sell a product to the fans.

        I’m aware this is going to turn into an essay, so I’ll separate into three areas.

        1) Many labels originally started as a record shop. Fans could go in, have a look around and check out the latest bands. I’m aware the Rough Trade shops are now a separate entity than the label but what if EMI or Sony Music had a Rough Trade East type shop in Camden or Shoreditch etc. People could come in check out music, merch, have coffee and see the latest signing being showcased live. There could also be a gallery to show the history of the label and show off famous memorabilia. The actual label staff could be away from the public on the second floor. It could be a hangout spot, a tourist attraction but would also allow people to identify with the label, get in the door of a building where great music comes from and be a part of it.

        2) If the above process was repeated in foreign territories, they could interact with local artists and local consumers. They can be the Indies of their country, working with the grassroots scenes as well as selling international music.

        3) They also need to tag what they are doing, i.e. letting the fan know what artists belong to which label.
        Why sign an act that goes onto sell shitloads of records and then when it comes to signing the next new act, they start from scratch. It’s risky and definitely not cost efficient. Isn’t it something like the profits from 1 act cover the costs of 9 failed ones? Does it always have to be that way? Surely if the consumer knows that their favourite bands are on the same roster, they’ll pay more attention to that label and therefore make it easier to break a new act. This is what the Indies have been doing for decades and they’ve built up cult followings purely from A&R skills.
        The majors are obviously more diverse musically than an indie but if they consistently sign good music and tag it becomes doable.

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