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Music label learns from 'pirates'

If you can't beat 'em
Thursday, 22 October 2009, 11:14

AN INDEPENDENT RECORD LABEL has decided that the only way to win the filesharing war against 'pirates' is to use their methods.

Hobbledehoy's Tom Majerczak insisted to The Age that "if you can't beat them join them" was the way forward for his fledgling independent rock label.

His label offered several albums for free via digital download in late July. He said that there had been a surge in physical sales - not just CDs but T-shirts and vinyl as well.

The 22 year old record producer said that sales had definitely increased, which he was sure was something to do with his "digital model". Apparently that is a business practice and not something you download from a site with a title involving 'babes'.

What Hobbledehoy did was form a partnership with US startup Gimmesound.com. You sign up for a free account a'la Facebook or MySpace and download the files straight to your computer. Artists are paid by revenue generated from site advertising, with a portion of the sales, about two per cent, donated to a charitable cause of the listener's choice.

He said that the reason that it all works is because people download things to listen to on their computers or MP3 players, but they still want a physical copy of a record because they want to own it. Major labels are selling to an entirely different audience, he maintained.

Majerczak said that the record labels miss the fact that people will 'pirate' music for the convenience of getting a tune they want immediately. It's not always about the financial commitment, he said. µ

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Comments
Rocket science?

No it is not.
But is a xhame that if I want some music i bought on CD tranfered to my mp3 is sometimes simpler and faster to go to the filesaharing scene. And it would take me years to know about Muse, Radiohead etc if not through the fs people. There is something wrong with the traditional music industry. Defenitly.

posted by : Bilkid, 22 October 2009 Complain about this comment
Works for e-books too

Baen has been making this model work with their free library and CDs with multiple books in their Hard Backs, that you can copy and give to friends (but not sell).

posted by : Luis, 22 October 2009 Complain about this comment
MP3 is crap.

I refuse to pay money for MP3. I have, on the other hand, paid good money for music in FLAC format (thanks, Bjorne Lynne, for seeing the light!)

Of course, FLAC is a bit big - but you can always keep a master copy on a big removable HDD somewhere, and transcode what you want into Ogg for listening. I use -q5 for my portable Samsung YP-Z5, and transcoding is dead easy, thanks to tools like OggDrop Xp.

One of the things I like best about Ogg and FLAC - which MP3 will never match, is built-in support for ReplayGain. I'm sick and tired of having to reach for the volume knob EVERY single time I play a different MP3 track.

With Ogg or FLAC, I set the volume control once, and my computer makes sure that each individual (or album, depending on my settings) is played at a consistent volume. That is far more valuable to me than any boon in sound quality or compatibility (though it helps that Ogg and FLAC are both strong in this regard.)

Music is a background thing, for me. I detest having it constantly distracting me, because every single CD is mastered at a different volume level.

posted by : Oliver Jones, 22 October 2009 Complain about this comment
Publicity stunt, not a sucessfull model

A never-heard-of label came up with a publicity stunt: give away music. Their artists got some advertizing from the stunt, and then they sold a few more tees and CDs than usual.

@Oliver Jones: if it takes more than two sentences to explain how to use a 'better' file format and how it's better, that format actually sucks because it's too complicated or the benifits are only noticable to someone if you take a lot of time to explain.

An example of a 'good format': "I like mp3's because they're small, east to find and work on my device. Plus unless you live in a cave your computer can probably already handle mp3's."

An example of a 'bad format': most everything you said about flac and ogg.

posted by : mike, 22 October 2009 Complain about this comment
Dinossaur Fossil Found

Paleolonthogists had just unearthed a new specie of dinossaur who died a billion years ago. They identified it as from the species MUSICALES INDUSTRIA.

After studying MUSICALES INDUSTRIA remains, they came to the conclusion that it died because it starved to death.

MUSICALES INDUSTRIA developed the habit of eating TONS of 'green leaves' that grew from a small bush called STUPIDIOTES MIDIAS BUYER, very abundant in the Internet-less age.

As soon as the Internet age began, that bush became to also adapt in little trees, named FILETUS SHAERER.

FILETUS SHAERER was just 4 inches taller than it's older bush cousins, but as MUSICALES INDUSTRIA can't look up, it can't see where the 'green leaves' are going!

The researches said that "MUSICALES INDUSTRIA neck bones where so short it could not look up. We still don't know what caused that neck shape, but evidence indicates it used to only look to it's own bellybutton, ignoring any change in it's surroundings."

Other facts that made the life of MUSICALES INDUSTRIA hard was it weight: "Those animals got used to eat-eat-eat-eat-and-eat all day long, with no need to make any hard work to get it, there were no competition. It grew into a big fat pig-like monstruosity", said a researcher.

They are still looking for evidence to another theory, that the MUSICALES INDUSTRIA 'pigs' where all eaten by small bipedal fast moving predators known as PEERTOPEERIOS. Those little predators remains was first found in the beachs of Pirate Bay, thousands miles south from the Napster Falls.

posted by : erick.mendes, 22 October 2009 Complain about this comment
Clearing up a few things...

Hello everyone, I thought it would be a good idea to clear up a few things in respect to this article...

First of all, the author Ed Berridge did not interview me - Darren Levin from 'The Age' did. Some of the things Ed is quoting me on I never said, he's mistaken some of what Darren wrote in the original article in The Age as quotes from me.

I never insisted "If you can't beat em, join 'em".

I love the idea of sharing music. In short, I don't consider people doing this music 'pirates'. I think it's a wonderful thing.

I mentioned ONE of the reasons I believe "piracy" is so rampant is because of the convenience factor. Obviously it is not the sole reason.

If your interested, you can read my original post about this ad-supported free download model from back in July here -
http://hobbledehoyrecords.com/2009/07/download-almost-every-hobbledehoy-release-for-free/

You can read the original article appearing in The Age which Ed has seem ed to base his article on here -
http://www.theage.com.au/digital-life/mp3s/how-labels-are-cashing-in-on-music-piracy-20091022-ha84.html

Thanks for reading!
Tom - http://hobbledehoyrecords.com

posted by : Tom - Hobbledehoy Record Co, 23 October 2009 Complain about this comment
Unpaid Treasures Virtual, Landfill of the Future

Like a squirrel working hard on opening empty nuts, The content of today's music is just tuning your erotic senses. 99% of it is just that!! Auditory porn, where is the achievement in that?! IT's BEEN DONE, MOVE ON!

Kate Bush: Experiment 4 playing

It's comparable in only eating caned beans each and very day. Every day I get to see Cd's in ditches and the roadsides, allot of em.

With the contraceptives sold to the last sets of pubescent generations, it's not hard to see the markets resorting to litigation for propping revenues. That is what you get for not (putting all your apples in ONE basket) rather (Growing only acclaimed apples, eliminating the rest as riff raft out of production) resulting of a deprived market, a balanced share market.

posted by : Phil, 26 October 2009 Complain about this comment
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