In a recent New York Times article, it was reported that record labels are beginning to toy with the idea of getting rid of digital rights management, or DRM, on their music and video files released online. Specifically, music videos from popular bands signed to Suretone Records, including Weezer, will be released to unspecified online file-sharing networks completely unprotected; no trace of DRM.
What?! Are you serious?!?! I don't know what surprises me more, that they are releasing DRM-free content, or that they are releasing music videos. This is just so great!
But wait! There's more! Actually, there is a catch: The files released are not complete. More like half of the actual file will be available to view. Why? Once half the video is played, the viewer will be directed to the label's website to watch the entire video. If the user isn't annoyed enough at being duped by a record label's marketing department (for shame!) to not continue to the website, then the video can be viewed with the accompaniment of advertisements. Awesome. Such is the nature of the corporate beast: Think of long-winded, often ridiculous ways to make a buck.
I have a proposal: Instead of planting incomplete files on file sharing networks, just run advertisement banners on the most popular file sharing and music websites that notify the user of free video viewing on the label's website. Why not plant incomplete files? Because the user will find another way to download the desired file, be it audio or video, and downloading this half-file marketing ploy will most likely leave the user annoyed and laughing at the record label's feeble attempt at being sneaky, cool, smart, or whatever the labels think they are. Furthermore, at this point I don't even think it matters if DRM stays or goes. There will always be ways to illegally download the desired content. It's just reality. If DRM was thrown away, people will still find music for free. If DRM remains, people will find ways around it like they have been doing since its inception. Either way, the time will come when the record industry has to realize that music needs to flow like water, like a public utility. Once we all get past this "online revolution" roadblock and realize that there is no destination, just a never-ending journey to (hopefully) bigger and better things, all sides of the music world will be much more productive.
Honestly though, it is encouraging that people are at least thinking and acting instead of fighting the inevitable. Of course, now that Suretone Records has tentatively dipped its toes in uncharted waters, others will follow suit. Let's hope that this probable snowball effect will lead to something big, a compromise where both the recording industry and consumers are happy. Other major sources of revenue will have to open up and CDs will most likely have to go the way of the dinosaurs. Until new age thinking catches up with new age technology it will always be one step forward, two steps back. But I have hope.
Since this post started out focused on videos, here are some examples of music videos I wouldn't mind putting up with advertisements to watch:
OK Go - Here It Goes Again
Chemical Brothers - Star Guitar
Red Hot Chili Peppers - Can't Stop
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