The Digital Music Distribution Revolution
Introduction
Thesis
The emerging technology has fast caught onto the audio industry. It is important therefore that the traditional audio industry integrates the new technology so as to remain relevant in the current society.
Purpose of the Paper
The paper aims at shedding light into the audio industry by specifically looking at the music industry. The need to indicate the importance of the music industry to adopt the trending technologies will be emphasized in the entire paper.
Overview of the paper.
The writing commences with a glance at the revolution of the audio industry. More specifically focus will be on how the MP3 algorithm invention turned around the industry. The main differences of the use of MP3 over the compact disks will be briefly mentioned. Emphasis will also be on indicating why such technologies are preferred by consumers over the traditional systems. Recent techniques such as Podcasting and their impact to the industry will also be reviewed.
Revolution in the Audio Industry
Technological advancement largely led to the revolution in audio distribution. With technology music could now be compressed to more than half its original size without compromising on the quality of the music. The emergence of MP3 led to the ability of music to be transferred to this format. Consumers could thus easily download and share the music through their personal computers and laptops. More IT technology advancement led to the creation of software programs that enabled music lovers to convert their compact discs to MP3 files (Harrang, 2007, p34).
The emergence of music sharing applications also made it possible for users to easily share files across the internet (Porter, 2010, p7). With this audio revolution, the main beneficiaries were the consumers. Music was now easily accessible and they could easily share across the internet (Rhee, 2001, p5). The consumer’s main requirement was the possession of a personal computers and access to the internet. As the use of MP3 gained popularity the manufacturers stood to loose as they did not patent it. Fraunhofer, the genius behind MP3 algorithm invention, was not experiencing any significant profits over the use of the technology.
Attracting Subscribers
The music stores failed to attract many subscribers mainly due to the file format they had adopted. The music stores used proprietary file format which limited the consumers ability to manipulate the files as they desired. The presence of consumer friendly options such as MP3 algorithm meant that consumers had the alternative of downloading the same music files from other internet sources. Cost could also be a factor as to why music lovers did not use the record label music stores as their points of purchase. The music stores are out to make profits and thus they charge higher than downloading the music on MP3 files (Rhee, 2001, p8). As an alternative, the music stores should have adopted the MPs algorithm system. It would have made the music from the record label more accessible to the consumers. The consumers would also be able to purchase more that one music seeing that the MP3 allows for compression of the music files into an eight of the actual size.
The Success of iPod and iTunes
The success and continued presence of iPod and iTunes will be determined by the ability of the manufactures to maintain their market niche. Apple has managed to successful get to the younger generation that desire to have iPod as a fashion statement. The company has also successful managed to offer accessories and software that are attractive and meet the need of the young generation. Efficient market strategies such getting into alliances with music labels have enabled Apple products to meet the needs of their target market.
The success of iPod and iTunes will also be determined by their ability of the manufactures to keep up with the merging technological trends. Adopted digital formats such as MP3 and making them available in this products guarantees continued sales and profitability (Harrang, 2007, p37). The pricing of the commodities will also determine the success or failure of the products. If highly priced the consumers will shy away form the products and seek other alternatives. However, fairly priced commodities will continue to attract more consumers thus continuity of success.
Currently, apple allows its iPod’s to play non-iTunes songs. The reach to the target consumers is thus easily achieved. However, iTunes does not allow its users to transfer, download or “burn” non iTunes songs. With advancement in the music industry and technology, such barriers have no significant effects. In fact it hampers the ability of the product to capture a large market. Currently iPod’s owns a majority market share compared to iTunes because it allows playing of iTunes (Schulholf, 2006, p2).
Copyright Privileges
Musicians use Creative Commons to sign away their copyright privileges due to the varying degrees of music accessibility for the consumers. By adopting this strategy musicians would be exposing their music to more people (Porter, 2010, p45). It would be a strategy to reach out to many potential buyers and music lovers. The music, being readily available for sharing and downloading will guarantee that the musicians’ music sells. Singing away copyright privileges also guarantees the consumers that they shall no be faced with legal suits if they download or share the music files found at creative commons.
Podcasting and Audio Transmissions
Podcasting is a technique that allows anyone interested in broadcasting to create anything without acquiring any license. Without any hindrance of regulations, consumers are exposed to large quantities of content on the internet. This content can be shared and downloaded at the consumer’s free will (Carter, 2006, p190). Podcasting can significantly reduce the ability of license music label to sell their music. Any individual(s) with the potential to sing would use the podcast as platform. If the public likes the music more downloads from the Podcasting will be witnessed as compared to the mainstream tradition music labels. Artists who want to quickly reach out to the market will use Podcasting and offer cheaper alternatives than those who want to make a living out of the music industry (Barrett, 2006, p4). Unlike the traditional mode of using record labels to reach out to the target a consumer, using the podcast skips the record labels and saves on costs. Podcasting risks drowning the mainstream music, radio and other types of audio transmissions.
Conclusion
The digital music industry has gradually revolved over time. Introduction of advanced technology system has guaranteed that the consumers can easily access voluminous amount of music files from one point. Technology such as MP3 has enabled consumers to compress music files into more than half their sizes. It has also made downloading and music sharing a reality. Music artists have had to give up their copyrights privileges so as to enable the consumer’s access their music more. To remain successful in this changing society, it is mandatory for the individual holding the tradition system of reaching out to the consumers to consider the modern technology savvy options.
Recommendation
The government and relevant commissions should look into ways in which Podcasting and copyright issues can be intertwined. This will guarantees that the legal aspect of handling copyright content has been overcomes. Technologies such as iPod’s and iTunes should work together to increase the consumer reach. iPod’s should be able to play non iTunes songs and vice versa. This will increase the market share hold that apple already has.
Reference
Carter, E. (2006). Podcasting and Copyright. Santa Clara computer & high technology
law journal. Vol. 22(2). Retrieved from
http://digitalcommons.law.scu.edu/cgi/viewcontent.cgi?article=1401&context=chtlj
Barrett, J. (2006). Podcasting pop songs? intellectual property. Retrieved from
http://digital.law.washington.edu/dspace-law/bitstream/handle/1773.1/386/vol3_no1_art3.pdf?sequence=1
Harrang, K. (2007). Challenges in the global IT market; technology, creative content and
intellectual property rights. Retrieved from
http://www.arizonalawreview.org/pdf/49-1/49arizlrev29.pdf
Porter, A. (2010). Making a case for sharing: music copyright, new technologies and
creative commons. Retrieved from
http://infojustice.org/download/gcongress/ccr/porter%20article.pdf
Rhee, S. (2001). The digital music trialogue. Retrieved from
http://www.princeton.edu/~artspol/studentpap/undergrad%20thesis2%20Rhee.pdf
Schulholf, N. (2006). Why the iPod is so successful. Retrieved from
http://www.nathanschulhof.com/articles/whyipod.pdf
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