Napster and "Viral Marketing"
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| Author | Topic: Napster and "Viral Marketing" |
| #1
Moses Guru Posts: 539 |
Why is it frequently assumed that Napster is used mostly by penniless college students? I'm certainly not going to claim that I know the real statistics and demographic profile of the "typical" Napster user, but I can speak for my own experience. When music started to become available to me to listen to first before I bought (for me) when the local Block Buster Music stores would let you listen to anything in the store first before you agreed to buy it at their often inflated prices (15.99 to 21.99). This was a real bad thing for my pocket book because I often walked out of that store with at least two or three CDs. Before that, I would rarely even go into a record store and buy anything because I got tired of buying albums that I really didn't like. Then along comes Amazon.com. They had little snippets of RealAudio (yuk) samples I could listen to before I bought. So, I started spending between 65.00 and 200.00 dollars a month at Amazon. While being able to hear only small fractions of the tracks on a CD, I still ran into some selections that if I had heard the whole thing, I probably wouldn't have bought it. So I began to investigate this new technology I had read about - "MP3." I read that the quality was much better than those "RealAudio" clips and wondered why Amazon didn't use MP3 instead. So I went to search for it on the Web. Along came MP3.com. Hmmm, here's a Site offering full length tracks to download and listen as long or as many times as I wanted? But Oh No! They only have artists no one has ever heard of before. OK, I thought I would browse through some of the music to see if any of it was any good. Just about the time I was ready to give up after listening to a dozen or so tracks, I ran across a track I really liked! Investigating the rest of the tracks by this artist led me to a whole bunch of music that was great! Wow! Here's an artist that I and probably most of the real world had never heard of who is making this quality music! And it was all available for free! I started to wonder what he was doing giving away all his music and what the motivation was to create all these wonderful tracks without any kind of compensation. Looking closer at the artist's page, I see that he was selling CDs through this new site MP.com. I thought, great! He must make something through selling these on line. I went ahead and bought every CD he had. I also thought it was very unique that I was able to communicate with this artist via email. I found that he was also selling a CD direct and thought yes, I'll buy that one too. He probably makes more money than from those that he sold via MP3.com. So I e-mailed him with complements for his music and asked to buy everything he had. It turned out he had like 3 or 4 CDs which he promptly sent in the mail to me. In the time that it took for them to arrive in the mail, I knew he didn't have time to get my check yet, so this guy sent them to me on my word that I would pay him for them. How cool! So I continued to search the charts for any other music that might be worth listening to. I heard a lot of works I couldn't appreciate and a few that were OK. From the ones I did like, over the next 8 months I bought about 85 DAM CDs and numerous CDs directly from the Indie artists themselves. Then along comes Napster. I first tried Napster to download a few tracks I was reminded of that even if I did try probably wouldn't be able to find in any store. Then I started using it to preview whole CDs that I would find on Amazon.com. If I found one of Amazon's recommendations that sounded interesting, I would switch over to my Napster window and do a quick search for the music. If I liked it, I would sometimes listen to the whole thing all the way through over the course of several days. If it was something I knew I could repeatedly listen to for the long term, I would then start a search for the best price from the numerous online sources and then buy the CD(s). I haven't kept track, but I can estimate that there has been at least 100 CDs I have bought this way. So I guess the point of this lengthy post is: Would I have bought them if it weren't for being able to listen to them first? Not nearly that many! Maybe a half dozen. It was the ability to listen to how much I wanted, when I wanted, that sold me. So if Napster goes the way of the Dodo bird, then I guess I'll be buying a lot less CDs. Maybe that's a blessing (for my wallet) in disguise. I know there are probably plenty of leaches out there that will download music they like with no intention of ever buying it. Those people exist and you can't eliminate them. The truth of it though is they probably would never have bought the music even without Napster. The people that are really in the market for music are the ones going to Napster and then the online and brick and mortar music outlets to buy their CDs. So how has this hurt the record industry? It hasn't the way I see it. How is this hurting the artist? Maybe the naysayers are looking at the wrong party for blame. It's the major labels that have been hurting the artists for years, and I suspect will continue doing so for millennia. Are the listeners getting hurt? They will if Napster is shut down. If that doesn't make your heart bleed, then maybe you should find another product to sell. Because it's the listeners who are ultimately going to buy the bread on the table or buy that new piece of equipment you've been wanting - not the major labels. That is if your in this to make a living. I mean If I was in the shoes of an artist, I wouldn't care about the pettiness of going through a few listeners that were never going to buy my music anyway, if I had the ability to reach the vast pool of listeners who have money and will buy good quality music. Instead of jumping on the major label's band wagon, why aren't independent artists looking for a way to develop this technology into something that will work for them. It's obviously not going to be the majors helping you. Why aren't you taking advantage of the ID3 Tag in the MP3 file and leaving a URL where your music can be bought? Put your music in folders named after popular artists you may sound like? Or name the file "Like Vangelis" or "Like Peter Frampton" or whatever? Use it as a marketing tool. Believe me, there are quite a few listeners out there who have money and want to buy music. Sitting back and whining that someone is hearing your music that hasn't paid for it isn't going to advance the cause of the independent artist. See it as an opportunity. Be creative. I guess I've said too much already. By the way, Hi everybody. I haven't been around here in a long time! ------------------ IP: Logged |
| #2
KennyLee Guru Posts: 1539 |
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Welcome back, Moses. A good perspective from a customers point of view. By the way, you were named But to address your point, artists are trying "Viral Marketing". Aimee Mann had a deal where an instant message would go to someone who download her track from Napster. And they reported a lot of sales from this. I haven't studied it in detail yet, but I plan to. Misleading labels have been tried, but they are reported to just piss people off. If someone wants Vangelis they don't like getting something else. So, I think that the Aimee Mann method is the type that we will see more of. Where people who download tracks will get a note from the artist saying, "If you like this track, please buy the album at CDNow.com. Click this link." Or somesuch. In the long term, pro-consumer methods will work. Anti-consumer methods will fail. Or, I guess I should say, anti-Moses methods will fail. ------------------ [This message has been edited by KennyLee (edited 02-26-2001).] IP: Logged |
| #3
Snake Crew Guru Posts: 141 |
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i just downloaded Jeff Beck's new record off of Napster, then I went and got the cover, and the track list from cdnow. I burned it all on a cd I love the record, but if I can get it this way. I will never buy it from the store your analogy is a load of shit in my mind. I'm a record label too I hate the whole deal it is bullshit and will surely kill my industry IMHO. Napster has to go immediately. the sooner the better. ------------------ IP: Logged |
| #4
Moses Guru Posts: 539 |
KennyLee: I'm not sure what this "Customer of the Month again" is but I guess I should be expected to be left out in the dark when I don't show up for the party! ![]() Anyway, what I was saying in regards to an independent artist leaving their music in a folder with the name of an artist that they are "like" was just that. The artist should make it clear that they are like that artist. If they just use a big name just to pull attention and they are not really like that big name, then it becomes a "cry wolfe" scenario. They are going to have to make sure they are really like the artist they are claiming they are like. And as for the lengthy post I made, maybe I could sum it up this way: If you give your music to 100 people to listen to and 50 of them say "thanks but I don't like it," and 25 of them say "Hey thanks! that's cool, I'll send you a check next payday" (but secretly, never do) and then 25 of them buy not only the CD you gave them, but all the rest you have too, PLUS every CD you produce afterwards, would you do it? Now I know that this is over-simplified, but the concept (I believe) is very real. I've been conversing with other listeners, artists, Napster users, friends, associates, and family about this for a long time. The subject interests me. My opinion and conclusions are based on both experience and input from many other people. Actually, the big labels are the ones who are most happy that the independent artists just can't seem to get it together. Because if they did, the mass listeners would discover that they don't have to support the big labels to get great music. The big labels would be left out in the cold. Anyway, I knew I would probably attract the naysayers to this thread as well, and if the moment moves me, I might, or might not respond to them. I sure as hell am not going to respond if they can't even make an intelligent point. By the way: you are pretty much of a die-hard. I think you should be the moderator around here or something. You've been here thick or thin and the first thing I thought of when I decided to make an appearance here again was "I wonder if KennyLee is still here." ------------------ IP: Logged |
| #5
KennyLee Guru Posts: 1539 |
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quote: Well, Moses said he sampled the music and listened for days. If he liked it after that then he would find the cheapest online price and buy it. In your case, Rene, you just found a cheaper online price is all. A 50 cent blank and 10 cents worth of printing. Also, you may not be aware of it, but there is a place online where you can send the money to Jeff Beck that he would have got if you had bought the CD outright. I'll search for the link. ------------------ IP: Logged |
| #6
KennyLee Guru Posts: 1539 |
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quote: I appointed myself moderator here months ago, Moses. I looked at pubezboard and said "Nah". It's so chintzy and cheap. But listensmart.com? It's beautiful, man. Functional artist pages. Bulletin Board space that stretches for miles. Nice oceanfront view. Full kitchen. If you get up early enough, stop by for breakfast. I'm squeezing some mango's right now.
------------------ ------------------ [This message has been edited by KennyLee (edited 02-26-2001).] IP: Logged |
| #7
TheBassDude Guru Posts: 370 |
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Moses,
quote: I think the point you're missing in your analogy is that you are asking me if I would do it... In the world of Napster/Napster-spinoffs, artists are not given that respect... More often than not their music (note that it is their music) is simply made available by someone who violated that artist's rights (and the rights of the label) by distributing what is by definition an illegal copy of a protected product. Please note: In your analogy, you continually refer to "you" as the artist... "If you give your music to 100 people to listen to" etc. You are acknowldeging my rights as the owner of my product. Do you know how many artists were "asked" if their music could be made available on Napster? Thought not... I don't either, but I'll bet that fewer than 1% of artists "represented" on Napster/Napster-clones were given that courtesy... Nevermind that it is and will continue to be decidedly illegal to violate copyright and performance rights. Hi, Kenny! ------------------ [This message has been edited by TheBassDude (edited 02-27-2001).] IP: Logged |
| #8
KennyLee Guru Posts: 1539 |
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Hi, Jonathon, Bass Dude. One of the great things about moderating listensmart.com is that all the information I need is already here. I'm finishing breakfast, so I'll give you access to the information. This should give you all the understanding you will ever need about the new digital age music economy. Live long and prosper, my brothers. From the archives: quote: OK, let's move to the meat of the message>>> ------------------ [This message has been edited by KennyLee (edited 02-27-2001).] IP: Logged |
| #9
KennyLee Guru Posts: 1539 |
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Now that you understand the terms from our glossary, here is more from Board Member, Jim Griffin:
quote: So you see, while I'm finishing breakfast and beginning to think about lunch, all your questions are easily answered by quoting this speech by listensmart.com Board Member Jim Griffin. Plus a new understanding of the wonderful digital age is now upon all of you. I'll be here whipping up some fresh trout almondine and a shrimp cocktail. (I don't know who stocks the fridge here, but they do a great fucking job)
[This message has been edited by KennyLee (edited 02-27-2001).] IP: Logged |
| #10
TheBassDude Guru Posts: 370 |
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quote: Sorry... When did we stop treating services like products? Do we not pay for services rendered in much the same manner as we pay for a product? Seems to me the phrase "goods and services" came from some obvious connection between the two. hmmmmm... ------------------ IP: Logged |
| #11
KennyLee Guru Posts: 1539 |
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quote: BassDude, Jim Griffin does not say we do not pay. The example he uses is Internet Service Provider. An example you may relate to is MP3.com. A Music Service Provider. Free downloads. Subscription Music. All provided as a service, not a physical product. Money still changes hands. Digital Technology and the Internet has removed the need for owning a physical copy of the music. It is always available on a server connected to the Internet somewhere. Napster has evolved the service model beyond the level that Jim envisioned a year ago. Because EVERYONE HAS A SERVER NOW. Everyone can also store as much music as they want to now. On either a CD-R or a Hard Drive. And serve it up to the world from a computer anywhere in the world. Jim's point is, that we have lived in the short period of time where we think of music as a "Good", a product. Now technology has made music a "Service". And the business model that applies is the "Service" model. Providing a "Service" to the customer (Moses, Rene) instead of a physical "Product" or "Good". I'm marinating a filet right now, but I'll be back to discuss this further, if you'd like. In closing this post I would just like to say: "Thank you for your kind words, and seeking the mutuality I know there is between our perspectives." listenSMART.com kitchen ------------------ [This message has been edited by KennyLee (edited 02-27-2001).] IP: Logged |
| #12
Tundead The One and Only Guru Posts: 178 |
snake crew says:
quote: a load of shit is an understatement. I really dont understand how people try to justify this thing. I mean who are they really trying to kid. It clearly breaks down to who the serious minded musicians really are and WE LOATH NAPSTER. IP: Logged |
| #13
KennyLee Guru Posts: 1539 |
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Well, I'll interrupt my late night snack to post again this link: And I want all serious minded musicians to go there and sign up right now. This means you, Tundead. You are always talking about Copyright protection. Now you can do something about it. Instead of being negative all the time you can do something positive. Spread the word and get Jeff Beck his money. ------------------ IP: Logged |
| #14
TheBassDude Guru Posts: 370 |
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Well, I'll interrupt my early-morning coffee to post this link: And I want all serious minded Napsterites to go there and turn themselves in right now. This means you, KennyLee. You are always talking about our inherent right to free access of the works of others. Now you can do something about it. Instead of being negative all the time you can do something positive. Spread the word and get Napster shut down permanently. ------------------ [This message has been edited by TheBassDude (edited 02-28-2001).] IP: Logged |
| #15
TheBassDude Guru Posts: 370 |
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An excerpt from Circular 1 issued by The U.S. Copyright Office:
quote: Get it yet? I also found this to be enlightening:
quote: I found this first of those two points most interesting... ------------------ IP: Logged |
| #16
TheBassDude Guru Posts: 370 |
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boink! ------------------ IP: Logged |
| #17
KennyLee Guru Posts: 1539 |
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Good morning, Bass Dude. How's your coffee? Is it fresh ground or instant? Here at the listenSMART.com kitchen they have a mixture of freshly ground Columbian beans. Great way to start your day. Nice parody of my post, by the way. Linking to the US government page on copyright law. Your point this morning seems to be: Kenny Lee indicated a disregard for copyright. But I have never done that. Hell, even Napster has never done that. Napster has vigorously defended its own copyright. The question before the courts and us is: How does copyright apply in the digital age? Sometime soon, we will see. The justice system is slowly working through the issue as it has in the past. I feel good about it. My other thought emanating from your post is: The US is only a part of the digital world. There is a link to the WIPO agreement in your reference though. Here are two parts I want you to look at.
quote: #1 deals with sale and transfer of ownership. None of that going on with Napster. #2 says that each country gets to decide how it wants to deal with the exhaustion of these issues. That's a lot of Supreme Courts to go through. Anyhow, your big point seems to be that the LAW is going to crack down on the 60 million plus users of Napster. For engaging in a non-commercial activity. Guess we will see. I don't think so. I think we will see the LAW used as a means to bankrupt companies. Like MP3.com and Napster. But that's been going on for ages. Part of big business competition. Costs a lot for a start-up company to get to the Supreme Court. Most settle or sell out. My point in my post that you parodied was: There is now a service available which protects your copyright in the digital age. And allows consumers and artists to profit from it. You should signup, Bass Dude, and do something positive with the issue. Instead of trying to criminalize the very audience you are trying to reach with your artistry. But maybe that's just the fresh ground Columbian talking. -------------------------------- Oh, almost forgot. "Thank you for your kind words, and seeking the mutuality I know there is between our persepectives." ------------------ IP: Logged |
| #18
TheBassDude Guru Posts: 370 |
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KennyLee... hey, man... I want you to know that I have always had the utmost respect for you since we both started posting here... But Colombian? really, Ken... Why not Viennese Roast, or maybe a Celebes Kalossi?
quote: This just supports my contention... You say that when someone makes available a copy of someone else's works no transfer of ownership has occured, but follow this: 1: someone makes a copy of a song from a CD. That person then "owns" an illegal copy of someone else's authored work. 2: that person then makes that illegal copy available on Napster. 3: someone makes a copy of that illegal copy 4: transfer of ownership has just occured without the authorization of the original copyright owner. This is the law. It is the legal standard by which Napster will justly be shut-down. They are, literally, aiding and abetting the unauthorized transfer of ownership of other people's copyrighted material. End of class for today. Seriously, KL... try some Celebes if you can find it (assuming you are a coffee-drinker, natch!) ------------------ IP: Logged |
| #19
KennyLee Guru Posts: 1539 |
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I just drink what they have on hand here in the kitchen. I'll leave a note for some Celebes. Looks like you are taking an expanded view of the word "ownership" to me. When you make a copy you don't "own" the copyright. You just make a copy of the information. When you buy a CD, you are actually just buying the physical product. That is what you own. In the new digital age we do not need physical product though. Which is why music is becoming a "service" (refer to previous posts) Anyhow, BassDude, you, like a lot of people, are looking to the LAW. Bust everybody unless they bow to the wishes of the RIAA. Pay the RIAA price or else is what the existing court ruling says. The price is what they say it is. They turned down a billion. They turned down 3 billion. Orrin Hatch says mandatory licensing at a reasonable rate. I like that. Anyhow, the sooner they shut down Napster the better for me. 60 million users won't get political until they lose Napster. The law won't be fully tested until Napster falls and the next wave begins. Most important, the discussions of the issue will be stuck in the same old pattern until Napster falls. Hopefully, in a month we will be talking about KaZaA instead. Mahi-Mahi for supper it looks like. Wish you were here. It's too much for me. "Thank you for your kind words, and seeking the mutuality I know there is between our persepectives." ------------------ IP: Logged |
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.com "Customer of the Month" again, Moses.