So I started by Blog a few months ago by announcing that we are undertaking a Digital Revolution (Part VIII) – some say that I may have sounded rather cynical, nae, flippant about this topic. I guess that it’s just my age and legacy experience of this space that may have oozed out of my pores...
That was back in May ’07 – now as we fly through July, Sprint 0 – completed we have a better idea of what our client’s needs and wants are – this may well be something quite awesome!
I am pleased that on the team we have Howard van Rooijen, I have such great respect for Howard and thoroughly enjoyed working with him on our last Project, and as he has also delivered a digital music service, and we are both of the opinion that we will learn from our past experiences! There is a formidable Team lined up to make this a real success. I decided not to run this Project so that we can start to share the knowledge within Conchango, and that other Consultants can learn and find out about the Digital Media space, and learn from others within that sector. I have never worked with Susie Kablean before, but so far she has been great and picking up all the usual jargon and acronyms that this space is full of. (Andrew you know what I mean!)
So on to the touchy subject of DRM and how this affects consumers, retailers, digital service providers, record labels and artists!! I have always had a bee in my bonnet around the way that DRM gets in the way of music (as you can see by some of these fantastic designs here) but here is a revelation – we may just NEED DRM! Anyone who knows me will think I’ve been at the Courvoisier & Babycham again – but alas no – let me explain my Madness....
DRM free MP3 tracks are great – means that I can download, transfer to my iPod or Creative, burn a CD, send to my friends (to let them how cool Reverend And The Makers single is) etc.. digital music freedom! And if I feel the need to then upload that to any of the file sharing sites I could also do that (not that I ever do!) – but be warned – you will get caught with the watermarking / fingerprinting technology that is being used in these “newly released” MP3 tracks – (although why Apple decided to add the actual consumers details in there beggars belief) I’m sure the EU (especially the overzealous French) would be right in there with the Human Rights / Data Protection.. with the track ID pointing in a roundabout sort of way right back to the file that it originated from – and there is one of the “new” issues associated with these DRM Free MP3 tracks!
Dynamic watermarking is fine if it updates itself each time the track is transferred or copied – but what is logged and where– IP & CPU detail?
Or what happens if you have given copies of your track to your friends to realise that one of them may well be AXXO and has uploaded it for millions of people to download – now who gets the legal finger pointed at them?? Well according to the new rules around watermarking – it’s YOU!!! Your details have been embedded within the track and any breach of this copyright is laid directly at your feet! Off to court for you to explain why you sent your track to your friend who in the end uploaded it.... doesn’t matter the T&Cs of the site would have stated that you are NOT allowed to copy or transfer the track apart from the mechanics that it has outlined – that unfortunately you agreed to when you signed up for that service!
Now being the old cynic that I am – could this be the reason why the majors have now decided that they will allow their tracks to be encoded in unprotected MP3 – because they have informed all the DSPs that they must ensure that if they need to trace the origin of a track that they can provide the details – ie each DSP will have a unique code and the user will have a unique ID that should locate them quite easily if needed – sounds plausible – apart from one key message – the key people who are uploading to the Torrent sites don’t normally go out and download legally to then upload to the masses – 99% of legal downloaders abide by the rules and do it for, what is supposed to be, the ease and convenience of having that instant gratification (or fix) of music – and accept that there is a certain amount of bulls**t that they have to put up with such as DRM – but back then they were locked down (unless of course they ripped off the DRM) and was for their own personal use – now the added freedom may well get some people into trouble as they decide to share with friends and colleagues some rockin’ tunes, that may just end up on Torrent sites around the world!
So that’s why actually we may just need DRM!
However DRM that has been configured and set by people who understand the need to protect themselves from that 1% but want to feel free to do what they want (within the confine of the law of course..)
Imagine a world where you and your friends have signed up for the coolest and best new music as well as manage your own library of music – you are all part of the same “closed loop” protection but now have access to 3.5million tracks, thousands of music videos, TV shows, movies, games, Books, magazines etc... all at the click of a mouse
Maybe in order to that you need DRM? – maybe that’s why this Project may well end up being the best online entertainment experience to date!
You have been warned...
