Download Step #1: Reduce prices - Iowa State University`s College of

English 250
12/4/2013
Audience: Pop music fans
HISTORY
Piracy Timeline
1960s-1970s: cassettes and recorders
1980s-1990s: CDs became popular
2000s-now: technology progress, digital piracy (p2p)
Logo by Sam Hanks.
Photo by Asim Saleem.
Photo by Arun Kulshreshtha.
HOW IT HAPPENED.. (GLOBALLY)
Global album sales statistics (2000-2007).
SIDES OF THE ARGUMENT
Illegal Downloaders
- Easy to find
- Free
- Overpriced legal downloads
Music Industry
- 71,060 jobs lost/year (US)
- $14.6 billion (1999) to $6.3 billion (2009) (US)
Responses?
- Campaigns and legal actions
- New models (online streaming)
SIDES OF THE ARGUMENT
Music Industry
Jessie J:
“if people illegally
download your album,
it's very likely that you
won't make another
one.”
SIDES OF THE ARGUMENT
Illegal Downloaders
22-year old college student about his library:
Friends/Illegally
Imported from CDs
Downloaded on iTunes
Why not iTunes (or other retailers)?
“for a buck, it is worth my time to try to find
the song for free.”
MEDIATION
Before I mediate..
What options do pop fans have?
1- Cont. w/ illegal downloads
2- Go for cheaper streaming services
3- Pay current prices (iTunes: ¢ 99/track)
MEDIATION
Step #1: Reduce prices: Why?
- Research by a Wharton professor
- The Lady Gaga experiment
Photo by Adrian Thomson.
Professor Raghuram Iyengar.
MEDIATION
Step #1: Reduce prices
Research by a Wharton professor:
- Generates more revenue
- Encourage people to download legally
- Optimal price: ¢30 to ¢40 (per track)
Wharton School of Business Logo.
Photo by Jeffrey Vinocur.
MEDIATION
Step #1: Reduce prices
The Lady Gaga experiment:
- Entire Born This Way (2011) for ¢99
- The first week only, Amazon.com
Born This Way
(2011)
ARTPOP
(2013)
Amazon ¢99 No deal
deal
1st week: 1.1 1st week:
mil copies
258k
(440k from
copies
deal)
84% drop
with no deal
Album cover by Nick Knight.
Album cover by Jeff Koons.
MEDIATION
Step #2: Copyright Alert System
CAS: Software detects illegal sharing
- No legal actions
- No fees required
- Gives 6 alerts
Exceeds 6? slows connection, redirect traffic
Graphic by Igor San.
MEDIATION
Step #2: Copyright Alert System
Problems?
- Complaints on social media
- Only 5 internet providers:
AT&T
Cablevision
Verizon
Time Warner Cable
Comcast
CONCLUSION
BUY YOUR MUSIC!
SUPPORT YOUR FAVORITE ARTIST!
IMAGE CREDITS
BitTorrent Logo. 2001. Logo. BitTorrent.com. Web. 28 Nov 2013.
Cook, Paul. “Jessie J at Big Chill.” 2011. Photograph. Wikimedia Commons. Web.
28 Nov 2013.
Global album sales statistics (2000-2007). 2008. Diagram. International Federation
of the Phonographic Industry (IFPI). Web. 28 Nov 2013.
Hanks, Sam. Napster Logo. 2000. Logo. Napster.com. Web. 28 Nov 2013.
Kulshreshtha, Arun. “A vectorized compact disc (CD).” 2007. Photograph.
Wikimedia Commons. Web. 28 Nov 2013.
Knight, Nick. Born This Way. 2011. Album Cover. Interscope Records. Web. 28
Nov 2013.
Koons, Jeff. ARTPOP. 2013. Album Cover. Interscope Records. Web. 28 Nov
2013.
Kuns, Eric. “Miley Cyrus Twerking Drawing in Color.” 2013. Graphic.
DeviantArt.com. Web. 28 Nov 2013.
“Like/Dislike Stamps.” 2012. Photograph. BustedTees.com. Web. 28 Nov 2013.
Professor Raghuram Iyengar. 2010. Photograph. FastForward. Web. 28 Nov 2013.
IMAGE CREDITS
Richardson, Terry. “Wrecking Ball.” 2013. Single Cover. RCA Records. Web. 28
Nov 2013.
Saleem, Asim. “Front of an audio cassette.” 2009. Photograph. Wikimedia
Commons. Web. 28 Nov 2013.
San, Igor. “Grumpy Cat.” 2012. Graphic. DeviantArt.com. Web. 28 Nov 2013.
Sockwell, Felix. iTunes Logo. 2012. Logo. Apple.com. Web. 28 Nov 2013.
Thomson, Adrian. “Lady Gaga performing "Bad Romance" druing The Born This
Way Ball Tour.” 2012. Photograph. Wikimedia Commons, Perth, Australia. Web.
28 Nov 2013.
Vinocur, Jeffrey. “Jon Huntsman Hall, home of the Wharton School of the University
of Pennsylvania.” 2006. Photograph. Wikimedia Commons, Philadelphia,
Pennsylvania. Web. 28 Nov 2013.
Wharton School of Business Logo. 2002. Logo. Upenn.edu. Web. 28 Nov 2013.
Wilsson, Christian. Spotify Logo. 2012. Logo. Spotify.com. Web. 28 Nov 2013.