Just while the major record labels thought that crippling CDs with copy protection would improve sales by limiting copying & redistribution via P2P, a European Independent music label !K7 is actually keeping a good eye how the public react to these measures. Just as we know that copy-protected discs are more likely to hinder sales than allowing distribution over P2P networks, they have now taken this into consideration.
They figure a good way to compete with major labels would be to deliberately stick with unprotected CDs, however advertise "NO copy protection - respect the music" as a logo to attract potential customers. Of course, while this allows these CDs to be subject to having its music distributed over P2P networks, !k7 figures that P2P redistribution does not affect sales since if consumers are going to solely download their music from a P2P network, then they would unlikely purchase the original CDs anyway. However, while !K7 may still not be happy with P2P redistrubtion, they do ask its customers to treat their music with respect, hence the "respect the music" part.
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While the major labels and other indie labels are considering the use of copy-protected CDs in order to prevent disc contents being quickly ripped and posted on P2P networks, !K7 has rejected the idea. "Copy protection kills customer relationships," the label says on its website. "That's why, from now on, !K7 releases will carry a new logo: 'NO copy protection - respect the music." The company believes it's all a matter of trust. "Only those to whom respect is given show respect themselves," it notes. In other words, treat your customers as potential pirates and they'll soon tell you to f**k off and not buy your product. Read the full article here. |
This looks like a very good move for the label. On the other hand, most the major record labels don't seem to care how customers react to copy-protection measures since piracy gets the blame for any slight dip in sales. However, should this new approach work well, maybe this will make some of the major labels think twice continuing to cripple their CDs. Despite Sony being strongly into anti-piracy measures for the last number of years (such as in Super Audio CD), they are one of the few to announce plans to discontinue using anti-piracy measures in CDs .
Source: The Register - Internet & Law
