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A Music Free-For-All
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ONLINE LISTENING
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BY ROBERT J. BLIWISE
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When a popular music-sharing service started offering songs via the Internet, record labels cried "theft" and a federal judge ordered removal or a shutdown. But at Duke, it's hard to find students who worry about their Napstering habits as a copyright violation-or as stealing.
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t's a cold reality facing students on this warm fall evening-the approach
of midterm exams and paper deadlines. So the campus has turned
conscientious. The only intrusion into the quiet corridors of Trent Hall
comes as students dash out of their rooms to meet a pizza delivery service.
Two Trent roommates, Brian and Alan (not their real names), are dutifully
delving into class assignments. In the fashion of students across the
decades, they're working to musical accompaniment. But these are students
who are in step with the times, and the times seem to celebrate choice and
convenience. So their music source is Napster -a particular convenience
that signals sweet delights to them, even as it represents a sour note for
the guardians of the music industry.
Napster software gives access to a central server that functions like an
electronic matchmaker, or a big search engine. When the music-seeking user
searches for a particular piece of music, the server checks its database
for any other Napster users who are online and have that file. The search
engine finds a match, the two computers at the endpoints effectively talk
to each other, and the file is downloaded from one to the other.
In late July, a federal judge ordered Napster-which she said had created a
"monster" and would now have to face the consequences-to block all
major-label songs from its directory. If it couldn't do that, the judge
ruled, the company would have to shut down. "Napster wrote the software;
it's up to them to write software that will remove from users the ability
to copy copyrighted material," she said. Two days later, an appeals court
issued an emergency stay, saying it found substantial questions about the
"merit and form of the injunction."
Duke then became part of the still unfolding Napster story. It was among
more than a dozen schools asked by the attorney for recording artists Metallica and Dr. Dre to "promptly ban access by your
community to Napster." A letter from Los Angeles attorney Howard King said
the university "has a moral, ethical, and legal obligation to take
appropriate steps to assure that it is not a willing participant in and an
enabler of the theft of intellectual property through Napster."
But in a letter to King, Duke attorney Kate Hendricks declined the request.
She wrote that Duke "has long been committed to fundamental principles of
academic freedom and the uncensored dissemination of knowledge and
information." A ban, she said, "would be an overbroad response to a
specific problem and it would have the effect of foreclosing legitimate and
lawful uses of Napster." Those legitimate and lawful uses might include
downloading songs that relatively unknown
artists, in a career-enhancing effort, release online.
Hendricks concluded her letter by saying Duke
"is also firmly committed to the copyright laws and respect for the
intellectual property rights of third parties. The university takes very
seriously its obligations under the Digital Millennium Copyright Act to
respond to and
act upon complaints of infringement, and will promptly respond to and act
upon any such complaints of actual infringement brought by your clients."
Duke and other schools believe, as The Chronicle of Higher Education put
it, that online providers-which they consider themselves to be-are not
required to monitor or mediate material passing through their networks.
In an e-mail message to all students, Executive Vice President Tallman
Trask III advised them of the university's stance on Napster access; he
also reminded them "that your license to use Duke's computing networks is
predicated on legal use only, and that copyright infringement is not a
permitted use."
As information technology security officer for Duke's Office of Technology
Information, Charles Register '72 has been the contact for receiving
notices about copyright violations. In a letter written last fall to a
reporter for the Duke Chronicle, Register laid out the university's
position. Violating a copyright is illegal, he emphasized, and that
includes sharing MP3 files (computer files capable of storing large quantities of data, including music) of copyrighted
material. "In most cases so far, the complaints have come from the
entertainment industry, and most have concerned the unauthorized
distribution of files in MP3 format," he said.
"The first thing I do in any copyright violation allegation is verify the
complaint. It doesn't really matter whether the files are on a Duke server
or on a student's personal computer connected to DukeNet. If any Duke-owned
resource is involved, then under the provisions of the DMCA [Digital
Millennium Copyright Act], I'm required to respond. When a student is
involved, I will contact the student, advise them of the facts of the law
and the complaint, and ask them to remove the materials from the network.
If the student refuses to comply with this request, then it's my
responsibility to take whatever technical measures are necessary to make
sure that all Duke resources are removed from the situation in a timely
fashion. The student is referred to the appropriate dean, and it becomes a
matter for the student disciplinary and judicial process."
According to that appropriate dean, Associate Dean for Judicial Affairs
Kacie Wallace '89, such warnings have always been sufficient in stopping
the violations.
Michigan, Stanford, Princeton, the University of California at Berkeley,
M.I.T., and Georgia Tech are among the universities that wouldn't accede to
a Napster ban. Other schools have blocked Napster on the grounds that it is
a tool for breaking the law. Among them is Northeastern University in
Boston, where a former student wrote Napster's technical underpinnings in
his dorm room. This fall, Oklahoma State campus police confiscated a
student's computer over allegations, from the Recording Industry
Association of America, that it had been used to distribute copyrighted
material. The student had created his own Napster-like program.
Two of the nation's largest universities, Texas and Ohio State, took an
anti-Napster stance because of concerns that their campus networks were
getting clogged with swapped music. Texas' chief computing officer told
interviewers, "Twenty percent of the total university bandwidth was going
toward something that we were pretty sure was Napster use." (Bandwidth
refers to data transmission capacity.) But according to Robert Currier,
data communications director for the Office of Information Technology,
Duke's network is particularly robust. Duke has built what is, in effect, a
sub-network, called "ResNet." By serving dorm-based traffic, ResNet
relieves pressure on the backbone of the university's network.
Then, in late October, Napster and the record industry blurred the battle
lines: Napster, the young upstart, announced an alliance with industry
giant Bertelsmann AG-which began 150 years ago as a religious-hymnal
publisher-and said it would charge a fee, perhaps $4.95 a month, for
subscription-based access to its service. Napster will develop a business
model that will allow record companies and performers to be paid for their
music. As Time reported, the challenge is to "come up with a way to keep
music files simultaneously accessible and copyright protected." Bertelsmann
became a majority stakeholder in the world's largest community of online
enthusiasts. For its part, Napster gets the promise of permanency, relief
from at least some of its travails in the courts-and a huge line of credit.
Back in Trent, Alan downloads twenty-two Napster music files in the course
of a visitor's hour-long conversation. He talks about his fixation with a
South Carolina band that hardly sees much conventional distribution, but
that still pops up on the Napster database.
Brian has figured out that his computer can store some 3,000 music files,
though he has just under 200. Some of the music he downloads is relatively
obscure, like Turkish and Armenian music; other music comes from bootleg
recordings. His Napster screen display tells him that right now, there are
1,330,000 files ripe for the picking. Napster allows him to search by
either artist or song title; it's "ridiculously easy to use," as he puts it, and it's generally quick: He can
download a song in fifteen seconds. And, of course, other users love
plucking music from his repertoire,
because data move in and out of Duke's network at a super-high speed. "Once
you download it, it spreads like a virus," he says.
As he sees it, Napster is the ultimate consumer-protection device for the
music consumer. No longer does the consumer have to count on the music
sensibility of a radio deejay; no longer does he have to commit himself to
purchasing a compact disc based on a single track. Brian says file-sharing
will kill the compact disc-even though he insists that Napster has nurtured
his own CD purchasing. "The only advantage to the CD is that you can take
the CD with you wherever you go. But with wireless Internet connections in
your car, with the handheld computer, there's no reason to rely on a
solid-state device for music."
Does he worry about ripping off recording artists? It's the record
industry, he says, that should be held to account. "When I spend $17 for a
CD, where is the money going?" he asks. Let democracy reign in the
Internet-driven marketplace, he says; let the people decide what they want
to listen to. "I don't think the record companies do a good job at quality
control. Just look at the Backstreet Boys and 'N Sync."
 | James Boyle Professor of Law Photo: Les Todd |
When he considers the arguments made for Napster, James Boyle likes to look
at a 1984 Supreme Court decision that ruled in favor of Sony. Boyle, an
expert on cyberlaw, came to Duke this fall from the American University law
school. In the Sony case, the justices ruled against movie production
companies that had accused Sony-a manufacturer of home video cassette
recorders-of contributing to copyright infringement. According to the
majority opinion, "The sale of copying equipment, like the sale of other
articles of commerce, does not constitute contributory infringement if the
product is widely used for legitimate, unobjectionable purposes, or,
indeed, is merely capable of substantial non-infringing uses."
"It was clear that one reason why they held this way is that we don't want
the owner of the copyrights-in that case the movie companies, in this case
the record companies-to be able to leverage their existing monopoly in one
area into a monopoly in another area," Boyle says. "The movie companies
were effectively seeking to make videotape recorders contraband, or seeking
to have a monopoly control over them. Maybe that's the strongest policy
argument on the side of Napster."
If Napster is guilty of contributory infringement, the path might be
cleared to shutting down all peer-to-peer file sharing, or at least to
giving the recording industry-the copyright holders-a lock over the
technology. And to Boyle, those steps would diminish the genius of the
Internet itself, its capacity to transmit information that "isn't subject
to central control and isn't subject to filtering." It's risky to "outlaw
technologies that can be used for lots of good purposes, just because the
purpose that happens to be before the court right now is a bad one," he
says. "And we have to be careful not to just pile on new monopolies onto
the existing content providers.
"We've always tried to have holes in intellectual property systems. Holes
are good. This is not some accident or some limited enforcement. It would
be a bad thing if owners of intellectual property could control every use
of their product. That would actually result in less innovation."
The current case has produced a conglomeration of strange Net-fellows: The
Eagle Forum's Phyllis Schlafly and the Association of American Physicians
and Surgeons were among those who submitted a pro-Napster brief to the
appellate court. If the court prevents Napster from helping users find
copyrighted materials, Schlafly said, companies could use that precedent to
stop the dissemination of information about their products. Referring to a
controversial pharmaceutical now on the market, she told National Public
Radio, "I would not want to see a situation where a Ritalin could come in and say, 'We have a copyrighted product and information, and we have to shut
down all the search engines that are leading people to other, contrary
information.' " In the same interview, Jonathan Potter, president of the
Digital Media Association, said Napster couldn't be expected to know how
every consumer is using its service. That would be akin to holding the
phone company liable for crimes that were planned by telephone, he
reasoned.
There have long been ways of making copying cheaper and easier-whether
through the Xerox machine, the audio cassette recorder, or the VCR. There
are transaction costs, though, to photocopying and distributing, say, the
latest Scott Turow legal thriller. Digital copies are what Boyle calls
"non-rival." That is, ten people can't share a sandwich; ten people can
share a song. "My use doesn't interfere with your use. You can have a
version, I can have a version, they're both perfect, and there are no or
very low transaction costs." At each stage of technological evolution, "the
content providers, the copyright holders, have said, the sky is falling,
the sky is falling," he says. "That's one of the reasons why people are a
little skeptical now. About the VCR, the movie companies were just
demonstrably wrong. They said, this will destroy our business. It saved
their business. I'd say that content providers have 20-20 downside vision:
They see perfectly the costs of every new technology, and imperfectly the
opportunities."
Still, Napster might be toppled by the fair-use conventions of copyright
law. That's the hope of the Motion Picture Association of America, the
Songwriters Guild of America, and the American Federation of Musicians in
their "friend of the court" briefs. The U.S. Copyright Office and the
Justice Department also have weighed in with the recording industry.
Industry groups representing some of the biggest technology and
communications companies-America Online, Sony Electronics, Yahoo!,
AT&T-have filed briefs bolstering the other side of the legal argument.
One of the tests of fair use is the market impact of an act of copying,
Boyle says. "So if you make a photocopy of my book in order to read some
portion of it at home, that has a very small effect on the market for the
work in question. If you make 500,000 copies of it, that has a very large
effect. Something that might be legal if individually done might be illegal
when done by very large numbers of people or when facilitated by some
central organization."
Boyle says that when it targets Napster in its lawsuit, the Recording
Industry Association of America has a strong argument: Napster is actively
facilitating mass copying, and indeed may seek to make money from the
practice in the long run. The recording industry puts its concerns in stark
terms: "An individual making a copy of a TV program (which she was invited
to watch for free) so that she can watch it later cannot be equated with an
individual redistributing a copy of a CD to millions of anonymous strangers
who were not invited by the copyright owner to get it for free."
It's hard to find students who worry about their Napstering habits as a
copyright violation-or as stealing. "The system was designed to be leaky;
it was designed to have trading and swaps, and this is just the new site of
that leakiness," says Boyle. "I would have to say, though, that
occasionally I become slightly irritated by the self-righteous tone of the
people who are using Napster. I accept the argument that the music industry
is protecting more than just the rights of artists, who receive a
vanishingly small proportion of the total profit generated. What's more,
that profit goes to a tiny subset of the artists involved. Does that
justify the activity of a group of people who tend to be either
disproportionately well-off or college students operating on subsidized
high-speed Internet connections? They say, 'We're striving to bring this
new musical world into being.' Well, they're striving to get music for
free."
"Most people don't understand what copyright law is all about or feel that
something that is not in physical form is not 'property,' "says Fred Goldring '79,
a partner in a Hollywood entertainment-law firm. Goldring's firm represents
such artists as Will Smith, Boyz II Men, and Herbie Hancock. Many consumers
view Napster as a way to preview music, he adds, particularly the tracks
that will never get play time on the radio or MTV. In that way they can
decide whether they want to invest in the (high) price of the CD. "So to
many people, but not all, Napster is kind of like interactive radio or the
listening booths at record stores."
Even if consumers are aware that they might be stealing, "they feel it's
payback time for the record companies," he says. "They don't really factor
in that the artists and songwriters are also being deprived of income."
According to the Recording Industry Association of America's own figures,
shipments of compact discs in the United States reached an all-time high in
the first half of 2000, up 6 percent from the year-ago period to 420
million units. A marketing research firm called @plan Inc. found that 77
percent of Web surfers age eighteen to twenty-four think music swapping
increases sales of CDs and cassettes. A less formal survey conducted by
Element, a teen marketing site on the Web, found that younger Web users
overwhelmingly support free music downloads. According to those findings,
70 percent of those who download free music don't feel guilty about it, nor
do they buy less music because of it.
Statistics are suspect, though, and they're subject to infinite
interpretation. Goldring cites record-company surveys showing a 4 percent
drop in CD sales around college campuses, where most Napster activity is
presumably centered. But such statistics don't by themselves document a
Napstering trend: Internet-savvy students are likely to be buying more CDs
online. Other studies purport to show that 95 percent of the music that
users download from Napster they delete from their hard drives within a
week. Goldring says, "It's not clear whether that is because they are
burning songs onto recordable CDs or have just grown tired of listening to
that particular music."
Duke's Boyle says the Internet naturally increases copying. But if record
companies play it smart, they will also realize that the Internet lowers
the costs of distribution practically to zero. "The music industry has been
extremely slow to move in that direction. The reason is that right now it
charges an extremely high premium on the sale of CDs. And what might be a
good business model on the Net, where you unbundle the song from the
platter-that is, the CD-is something that undercuts their other business
model. The one thing copyright doesn't do is that it doesn't give you a
right to continue in your current business model. And that's one of the
things that the music industry, and indeed every industry, tries to
leverage it into: Don't just protect us from copying, but protect us from
ever having to change the way that we do things, or from new competitors
who maybe would do things differently and better. And whenever copyright
law is extended to do that, it's a bad thing. It's anti-competitive, it's
anti-innovative, and it's anti-consumer."
Beyond providing case studies for generations of future law students, the
Napster debate may serve the purpose of disrupting the record industry out
of a musical status-quo. Yale Fineman, user services librarian for the Duke
Music Library, says, "What Napster has done is to give the record companies
a shot in the backside. They're starting to put stuff on the Web, because
they realize that that is really how many people want to consume their
music. And they'll make it so good and so cheap that in the end, Napster
will have turned out to be a catalyst"-a catalyst, that is, for the idea
that people will pay for music online. Assuming, of course, that their
music comes to them in a way that's convenient for them.
 | Yale Fineman, Duke Music Librarian
Photo: Les Todd |
Fineman has launched his own project that's a blend of technology and
convenience. He developed and maintains a website called DW3 Classical
Music Resources; he calls itan aggregation of information, the most comprehensive collection of
classical-music resources on the Web, with links to more than 2,000 sites
in more than a dozen languages. The site features databases relating to
every aspect of music, from music theory to record reviews; information on
different kinds of music, ranging from Gregorian chant to computer music;
electronic journals and newsletters, with a repertoire that stretches from
Guitar and Lute Issues to taktlos, the online music magazine of Bavarian
Radio; organizations and centers for scholarly research; nationally and
regionally oriented pages, like the Croatian Music Information Centre and
British Choirs on the Net; chronologies of thousands of musicians and
composers; and homepages that cover composers from the Medieval and
Renaissance periods through the late twentieth century.
The record industry still has the heft and the inventory to overwhelm
Napster-like services, Fineman says. As he envisions the music library of
the future, he imagines that student expectations in their formal listening
assignments will hinge on online availability. (Fineman talks about a
current student mystified by a listening assignment with a traditional LP;
the student couldn't figure out why he had to turn over the LP after one
side had finished.) "You have a company called EMI in Europe. They have the
biggest collection of classical music in the galaxy, with a hundred
thousand titles. Most of those titles have been digitized. If you're EMI,
all you have to do is download the stuff onto a server and charge a library
like us, say, several thousand dollars a year. And all of a sudden, instead
of having 7,500 CDs in our collection, we have 100,000 of the best
classical-music recordings ever made. That's the great equalizer. And
Napster will never have access to those resources."
Entertainment lawyer Goldring says those record companies, as they come to
rely on online distribution models, will have to become adept at helping
consumers in making their choices-something that, he notes, the companies
"have not proven themselves very adept at in recent years, with about a 95
percent failure rate in launching new artists." He says, "Up until now, we
have relied on the record industry to be the gatekeepers to promoting and
distributing their recordings and leaving all the unsigned artists to
somehow figure out how to get their music to the masses on their own-which
has been next to impossible. However, we now have a system which
essentially allows every recording artist access and distribution to a wide
public audience. The problem is, the fatter the pipe, the more it quickly
gets filled up.
"It used to be that radio stations had deejays with a wealth of knowledge
who would play music they personally thought was cool and tell you all
about it with real passion. Or there were journalists whose opinions you
trusted. Today, with systematized playlists at radio stations and talent
scouts at record companies who are looking merely to sign a clone of the
latest successful thing and not take chances, there are fewer and fewer
trusted authorities who the consumer can rely on to help them separate the
wheat from the chaff."
Goldring is convinced that there's a lot of money to be made for record
companies, artists, songwriters, publishers, and service providers from
Napster and similar services. Many consumers will be willing to "pay for
the ability to instantly access any music they want to hear, whenever they
want it, wherever they are," he says. A
consumer can access film entertainment through traditional theaters, pay
cable, free cable, pay-per-view, network TV, or video-store and library
rentals. "In the music business, we are in the Stone Age, similar to thirty
years ago, when if you wanted to see a movie, you had only two choices: see
it in a theater or wait until it aired on one of the three TV networks."
Record companies are reluctant to make the transition from selling CDs to
becoming a service business, Goldring says. "The danger is that the longer
they hold out and try to keep the status quo, the more people will get used to getting their music for free,
and the less people may feel compelled to pay for it in the future."
One of Goldring's colleagues in the entertainment law field is Eric
Greenspan '72. As a Duke student, Greenspan ran Major Attractions for the
Student Union; he brought to campus, among other acts, the Grateful Dead,
the Beach Boys, and the Allman Brothers. In his first year of law school,
he promoted big-name shows, including the Watkins Glen Rock Festival. He's
now managing partner for a firm whose clients include Jewel and the Red Hot
Chili Peppers.
"All through the last century, you could always project how musical
recordings would be distributed to the public," he says. Even as the
packaging has changed-from player-piano software, to eight-tracks, to
cassettes, to CDs-the store-to-consumer model has been constant. "But the
industry just didn't anticipate the speed at which the whole industry has
evolved on the Internet. When movie studios started releasing movies on
videocassette, they never even considered the possibility that there would
be rental stores. That development threw the whole model completely off.
It's just what has happened with Napster."
A self-described "old Deadhead," Greenspan says he did his share of trading
tapes and buying bootleg records. "But every time I would buy a bootleg
record, I had every one of the regularly distributed records by that artist
as well. I was that much of a fan. It's one thing if you share a favorite
record with a friend; it's another thing if you give it to thousands of
people you don't even know, and in so doing affect the distribution of the
music."
He has a hard time accepting a principled defense of Napster, which he
considers the equivalent of a new privilege for the already privileged.
Napster, as he sees it, is "free music, in effect, but with two caveats:
You have to be rich enough to own a computer and rich enough to own a fast
modem. If you have a slow modem and want to download Napster, you might as
well go to the store and buy the CD, because the download will take forever
and the computer will crash. So if you're rich enough and lucky enough, the
music is free.
"Whether or not you're talking about a big, bad record company or
Metallica, the fact is that you're still taking that person's material,
whether they want it distributed or not. As a general proposition, I find
that a cavalier attitude. The idea that anyone can get anything he
likes-there's something fundamentally wrong with that."
Greenspan, like Goldring, says the music industry will always need the
mediating presence now provided by the record companies. After all, there
aren't many random samplers of music via Napster, he says. "I hear
statistics that say we have 10,000 artists, or 15,000 artists, or 20,000
artists. Well, isn't that great? Everybody has a way to expose their music.
The problem is, why should I listening to recording artist number 18,571?
If there are 5,000 radio stations on the Internet, why is someone going to
station number 4,152? We still need someone to influence people's musical
tastes, sometimes for the better and sometimes for the worse. And artists
still need that measure of promotion that major record companies can
provide. There are marketing companies that can independently promote your
music. Some of these streetwise companies are pretty influential in helping
bands get exposed. But somebody has to pay those companies. And most bands
don't have any money at the beginning of their careers. It's the record
companies that have the money."
If record companies can't make money in a Napster age, they won't promote
music; and if promotion dies, then the music-or at least the less
tried-and-tested music-will die. "Anarchy doesn't work in the real-world
market," Greenspan says. "Anarchy has never been a good way for making
money."
The payment-for-privileges model may have earned consumer acceptance, but
it hasn't rewarded artists very generously. Goldring says that as physical
distribution and the attendant costs-for manufacturing and shipping, for example-go away, artists and songwriters should be better
rewarded.
"Up until now, their deal with the record companies has been kind of
Faustian. Record companies have essentially said to artists that we'll pay
to record, market, distribute, and promote your records, but you need to
give up 90 percent of the money
on the record sales because by doing so, you'll become known and be able to
generate and keep 100 percent of the money from publishing, merchandising,
personal appearances, sponsorships, and other ancillary sources. Oh, and by
the way, all of the money we, the record company, lay out to record your
record, and a significant part of the money we spend on marketing and
promoting your record and making your videos, is really your money being
spent, not ours. We are going to recoup that money first
out of your royalties, not 'off-the top,' before you'll actually see a
royalty check."
What Goldring calls "the dirty little secret of the record business" is
that most artists, except for the superstars, "never see any record
royalties from record sales other than their initial advance." But "artists
have lived with the deal all along," he says, "because they had no choice,
and because it at least allowed them to have a music career and the
opportunity to make money from those other sources."
For those who indulge in music careers-and the legions of music
listeners-old habits are eroding. Trent Hall's Brian and Alan, for example,
had an intimate acquaintance with Scour, which, before it was dragged into
bankruptcy, operated a music and movie exchange service. "How can I study
when I'm taking in a Seinfeld episode online?" Brian jokes. As he talks
with a visitor, he observes that one of the Seinfeld files stored on his
hard drive has just been downloaded off his computer. The Simpsons are
another dorm-room favorite, drawn from the same source. Some weeks after
that conversation, the scene soured for Scour as it was confronted with
copyright-infringement lawsuits.
But writing on the website eBookNet.com, Wade Roush notes that just over
the last several months, a new generation of software has emerged that
makes it easier than ever to share digital content over the Internet-not
just music, but also movies and books. Unlike Napster, the programs are
completely decentralized and largely anonymous. "Users essentially become
nodes of a free, globally distributed lending library, where no one needs
to give their name to get a library card (or, for that matter, return what
they borrow)."
Gnutella can search for and share any variety of media file without a
Napster-type central database-leaving no one for copyright holders to sue
if their documents are pirated. A similar technology, FreeNet, calls itself
a "near-perfect anarchy." Using the Internet as its transport mechanism,
FreeNet automatically replicates content to many FreeNet sites, or "nodes,"
as soon as a file is introduced. As FreeNet says about itself, it "allows
information to be published and read without fear of censorship because
individual documents cannot be traced to their source or even to where they
are physically stored." Its main designer was an Edinburgh University
student working on his final-year project in artificial intelligence and
computer science.
From a political perspective, these applications hold out the promise of
making the Internet "even more freewheeling and democratic," in Roush's
words. But from a commercial perspective, they "hold out the terrifying
prospect of limitless content piracy."
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THE MUSIC, THE MOOD, THE MARKET
There are already models for the future of the music industry-a future
driven by music delivery over the Internet rather than through products
like the compact-disc player.
Spinner.com, founded in 1996 and a part of the America Online empire since
the spring of 1999, calls itself the first and largest Internet music
service. It streams, or broadcasts over the Internet, digitized songs on
some 150 channels of music. (Napster, in contrast, hinges on the ability to
download songs onto computer hard drives.)
As its website promotion says, the range of styles fits the consumer's
"every whim." Among the styles served up are classical, jazz, blues, rock,
gospel, "trip-hop" (a combination of fast-beat club music and hip-hop),
Spanish-language, Sinatra-tempo music, surfing music, klezmer (a popular
music form that originated in Eastern Europe when traveling bands of
musicians would play at social events), and even nature sounds.
Spinner's president and cofounder, Josh Felser '86, says Spinner gears
itself to "people who want more control over their radio listening." He
estimates that the service reaches some three million people. Music
listeners can "pre-set" up to twenty-one channels for themselves; each
channel may offer up to 50,000 selections. Those selections are made by
deejays with radio or music-club backgrounds-which
provides the imprint of music authority. The streaming technology makes the
music portable-which provides the convenience that a stack of CDs doesn't
offer. In turn, listeners are encouraged to rate the songs, a system that
contributes to changes in the repertoire.
The songs are free to the listeners: Spinner supports itself
through banner ads on its website and through audio ads that are inserted
into the various channels-though less obtrusively, Felser says, than with
traditional radio broadcasts. And if consumers like what they're hearing,
they're just "one click away" from purchasing a CD.
Another music service, Riffage.com, describes itself as "the Net's leading
destination
for people who want a personalized music experience." It also boasts of
offering "an online community where fans of similar or varied music tastes
can converge."
Riffage houses a large selection of digital music for purchase by
download, along with CDs, T-shirts, and other related products. It says its
musical focus is on independent artists. Through devices like band-
specific home pages, it looks to "provide bands with an exciting avenue to
distribute their music and build a fan base."
Among its unusual features
is a "Riffage Live" division that offers performances by major and
independent artists through television, video webcasts, and live
performances. The company has produced and hosted webcasts of the New
Orleans Jazz and Heritage Festival and BBC Music Live. Its own live concert
series, "Riffage Live from the Great American Music Hall," was taped for
broadcast on cable television and offered via webcasts.
Page Murray '85, the company's vice president for marketing, says Riffage
employs the "personalization power" of the Internet, and that it veers away
from generic model that pushes "the most popular downloads" on consumers of
music.
"The company is built off a philosophy that musical taste is a totally
personal thing-which sounds like it should be completely obvious, but
there's nobody in the music business who believes it or at least acts upon
it," he says. "We go out and find lots of people who have the same musical
taste,
and we look inside each of
their portfolios. Chances are you might listen to seventy-five songs of one
genre, and twenty-five songs that not a lot of other people listen to."
Through the Riffage model of sophisticated swapping, those twenty-five
songs become unconventional, and interesting, recommendations for listeners.
"We actually allow people to listen to and rate whatever music they like;
we don't care about it by genre," Murray says. In fact, he adds, about 75
percent of the music that people spend their time listening to on Riffage
is outside their stated preferences. "The genre, when you think about it, is a total artificial,
arbitrary classification."
In Murray's view, a consumer-oriented model will be embraced by the major
record companies-even though they have been "skeptical and hostile toward
every new technology until they figure out how to make money off it," in
his words. The challenge, he says, will be to apply an innovative
technology to making money, or to "monetize" Web-based technology.
"Monetization could be putting advertising up on the site. But monetization
can take a million different forms. Here's a great form of monetization:
You sign up, and if you agree to rate every song that I give you, I'm going
to give you all the music you want.
"Well, if consumers are rating the songs and if I'm a record label, all I
have to do is go find everybody who gives it the score of 100 and pre-sell
the CD. And then I can fire the entire marketing department."
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