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SUMMARY
Features:
- Virtual vs. Digital Music
- 'Lost Value' Conumdrum
- Limitations of Industry's Commercial Model
- Communcation Failure: Music & Technology Industies
- Role of Music Copyright
- Present Value of User Benefits
The recorded music industry is entering a virtual world where the focus is on
the consumption of music, not the acquisition of it.
This shift is so profound that it has blind-sided many executives in the music
industry. Perhaps surprisingly, it has also blind-sided many people in the
technology industry. The result has been a communication breakdown between the
two industries, with each side seemingly incapable of understanding the
other's position.
The music industry will continue to be the big looser for as long as it
insists applying a 100-years-old commercial model that is incompatible with a
virtual world. This report explains in detail why this is the case.
Relying on music copyright law won't help either: the irony here is that music
copyright laws are being applied to protect virtual copies of music files,
which are themselves intrinsically worthless.
If that wasn't bad enough, the principles of copyright law do not even apply
to the music consumption experience, which is what is becoming increasingly
valuable.
The convincing arguments developed in this report will challenge your own
understanding of how the music and technology industries relate to each other.
This report takes a fresh approach to explain what the arrival of virtual
music means and how it presents an opportunity to bring the music and the
technology industries back into alignment.
TABLE OF CONTENTS
INTRODUCTION
- RELATED REPORTS
- VIRTUAL MUSIC
- COMMUNICATION FAILURE: MUSIC & TECHNOLOGY INDUSTRIES
- Music Industry's Position (Simplified)
- Technology Industry's Position (Simplified)
- CORE THESIS
THE ‘LOST VALUE' CONUNDRUM
- CRITICAL QUESTION
- ANSWER 1: YES (THE WRONG ANSWER...)
- ANSWER 2: NO (THE RIGHT ANSWER!)
- Value Added #1: Help Technology Companies
- Value Added #2: Entertain The User
THE ROLE OF MUSIC COPYRIGHT
- HISTORIC SITUATION: BIRTH OF RECORDED MUSIC INDUSTRY
- Music Industry's Core Commercial Model
- Present Value Of Benefits Delivered To The User
- TODAY'S SITUATION: VIRTUAL MUSIC
- Music Publishing: Also Affected
- MUSIC COPYRIGHT: WRONG CONCEPT FOR A VIRTUAL WORLD
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