Sunday, February 8, 2004

RIAA: Download A Clue!

Two years ago during the Grammys, we saw three young people publicly shamed for downloading hundreds of songs online, something they had done at the RIAA's encouragement to show people it could be done (like we didn't know that already). However, we never saw them at computer terminals, getting the goods. We saw them sitting in the audience during a whiney-cry speech about music piracy which pointed out their deed. I wonder if those three even knew they were going to be somebody's fool on live TV.

This year, we were spared a repeat, but one thing didn't change: the RIAA's air mass between the ears. They announced the launch of their anti-piracy site www.whatsthedownload.com with a clueless ad that shows the music being cut off at a nightclub as soon as a girl finishes downloading a song from the net. What's the download? Uh, what's the message? Music piracy drains electricity?

At least the film industry had the smarts to trot out the behind-the-scenes people who stand to lose money when it started taking a stand on pirated flicks. And most of us are still buying and renting movies instead of ingesting them into our PC's. One rental is still less than one matinee ticket. Ditto for pay-per-view. The industry has done the math and provided value. It cut costs, and it added value with DVD's.

What has the music industry done lately to add value, beyond jacking up the price of a CD?

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