Is the Internet over?
It is, according to pop musician Prince.
“I really believe in finding new ways to distribute my music,” pop legend Prince told the Daily Mirror in an exclusive interview today.
Puzzling, then, that the musical icon also said he deplores online and other digital means of music distribution.
“The Internet’s completely over,” he said. “I don’t see why I should give my new music to iTunes or anyone else. They won’t pay me an advance for it, and then they get angry when they can’t get it.”
Prince’s famous and longstanding battle against the web gained steam in 2007, when Prince declared his intention to file lawsuits against YouTube, eBay and The Pirate Bay for users’ appropriation of his music. He’s banned such sites from using it, and he’s also refused to work with legal, legitimate outlets such as eMusic and iTunes.
And don’t try to find his official site; it’s been shut down, as well.
“The Internet’s like MTV,” the star said to The Mirror’s correspondent. “At one time, MTV was hip, and suddenly it became outdated.”
I imagine my immediate response to this was the same as anybody else’s: “Wha?”
These comments make Prince seem horribly out of touch with today’s consumers. However, upon thinking about it, I’d say he does have a point. Fads come and go. If you’re around for long enough, you see a lot of them. Prince has been around for a few decades now. Surely his comments at least have their merits.
That doesn’t necessarily mean that he’s right in this case, though. Prince’s comparison between the Internet to MTV is a telling sign of the faults in his argument.
The logic goes something like this. MTV, in its heyday, was the most important thing to happen to music. MTV eventually fell out of fashion. The Internet is currently the most important thing to happen to music. Therefore, if MTV fell out of fashion, then so will the Internet–if it hasn’t already.
I’m loathe to spell out the obvious, but MTV and the Internet are two very different things, in just about every imaginable respect. That includes music.
What was MTV?
MTV, as it applied to music, was a system of advertisement. Music videos were–in the simplest sense–very expensive and elaborate commercials for new music. Record companies financed these videos in hopes that the viewers would go out and buy the vinyl records, or the cassette tapes, or the compact discs. The videos didn’t distribute the music, so much as promote the songs and the artists.
Like any advertisement, the purpose of the music video was to raise awareness in the mind of the consumer. The end goal was always to get people to go out and buy the music on a piece of physical media–a record, a tape, or a CD. That was the real method of distributing music.
MTV, like FM radio, featured advertisements disguised as entertainment. Or advertisements that were also entertainment, if that’s what you prefer.
When people lament that MTV never shows videos anymore, they’re essentially lamenting that MTV now only shows commercials that they aren’t as interested in. The decline of the music video isn’t mysterious at all. One form of product promotion becomes obsolete when a better one rises up to take its place. Enter…
The Internet
One can liken the Internet to MTV as a tool of promotion. But it’s important not to ignore that the Internet changed many other things about music as well. Not only has the Internet displaced MTV (and, arguably, FM radio) as the primary method of advertising music, but it has also displaced physical media as the primary method of distributing music.
This is what Prince is ignoring. This is why he’s wrong. “Paradigm shift” is a naughty pseudo-intellectual term, but it absolutely applies here. As momentarily significant as MTV was, it did not force a wholesale change in the way the music industry did everything. The Internet has, however.
The moment that online music distribution became feasible, the days of physical media were numbered. Consumers will, if nothing else, follow the path of least resistance. Convenience is one of the greatest incentives to buy a product, and there is nothing more convenient than punching the name of the product you want into a search engine and acquiring it with a simple point-n-click. (Define “acquiring” however you like.)
No more driving out to the record store and pawing through everything in hopes that the album you want will be in stock. Hell, no more ordering CDs online, paying the shipping fees, and waiting for it to come to your house. Today, the music can be in your possession almost as soon as the thought enters your head.
We’ve gotten to the point where acquiring music online isn’t even new or exciting anymore. It’s just something that we do.
This is what Prince is fighting against. I don’t think he’s going to win.
“Liberated by the state of the music business.”
Not every musician is reacting to the Internet with hostility. Rush drummer Neil Peart is open to the new possibilities.
What’s happening with Rush? I read on your blog that you were going to meet in November to discuss your future. What happened?
Well, in fact, we’ve just started working on new material. So we plan to get some writing and recording done. And we’re considering doing everything this year — maybe even a bit of touring. We are in action.
And we feel a bit liberated by the state of the music business. Even since 2006, when we started Snakes and Arrows, the album has become less significant in these times of iTunes and shuffle settings and whatnot. But perhaps we can take advantage of that and work in a whole different way. So we decided, when we did meet, that we’re not constrained by the patterns of the past, where you spend a year writing and recording, and the next year touring. Anything’s possible now; we can record a couple of songs and put them out and then go on tour if we want. So at this point, we’re just embarking on writing, but keeping ourselves open to all those other possibilities. One of our early titles for this year was Research and Development. That’s where we’re at.
So you might start making music in smaller increments?
Or larger. I went to see a band called Porcupine Tree not long ago. And I was talking with (singer-guitarist) Steven Wilson. They just put out a 55-minute piece. That’s a finger to the whole iTunes shuffle thing, and he intended it as such. And I thought, ‘Yeah, that’s another way of rebelling against it — by just saying no.’ There’s too much lost in giving up the integrity of an album — what it represents to you as a musician, and as a human being, for that matter. So I like that approach. That’s very possible for a band like us. So there are no limitations; we might go big or we might go small.
In a nutshell, Peart is saying the album format no longer governs the way musicians release music.
(For purposes of this argument, the album format involves making new music in chunks ranging from 30 to 80 minutes. This may or may not involve dividing the chunks up into discrete mini-chunks, usually by song.)
Though Peart talks about resisting some of the changes brought on by new technology, his perspective is realistic and forward-thinking. How we buy music affects the form it takes–that’s what Peart understands. With less and less music being bought on physical media, it is no longer necessary to format music with physical media in mind.
New music releases can be as short as a few minutes or as long as an hour. And it is no longer necessary for long-form music to be divided up into short tracks for convenient CD play. If bands want to release a few songs here and there just to stay in touch with their fans, they can. If they want to tour with a new batch of material that doesn’t necessarily conform to the traditional album, they can do that, too.
The Internet brings new freedoms for artists, but the decline in physical media also means that it’s now a lot harder for them to make money with their recordings.
“Giving it away is the best thing we ever could have done.”
For decades, the accepted modus operandi for music artists was this: record an album of material, play live shows to promote it. Record sales were the big moneymaker. This business model is quickly becoming untenable.
Record sales are now in permanent decline, and the “99 cents per song” policy on iTunes is doing a modest job of filling the breach.
Many bands are toying with the usual M.O. Some, like Umphrey’s McGee, are turning it on its head entirely. Vocalist/guitarist Brendan Bayliss explains:
The first time we played Colorado, we had never even been there. We sent out 1,000 CDs about a month or two before we went there for a show we were playing, and it sold out. Word of mouth is the best form of advertisement, and giving out the music will only come back in ticket sales. We don’t make money from selling CDs. The typical music model doesn’t really apply. I definitely think giving it away is the best thing we ever could have done.
Umphrey’s is relying on recordings of their music to raise awareness of their live shows, which is where they make their money. It’s the opposite of yesterday’s business model.
For anybody unfamiliar with this band, this is how it goes. The group makes studio recordings, but doesn’t rely on them as their main source of income. They do it primarily because concert venues want bands to have professional studio music available. It’s a sign of legitimacy.
Where Umphrey’s McGee really shines is in live performance. No two Umphrey’s performances are alike. Songs are regularly extended, twisted around, and changed every night. Their shows are the main draw; fans who see the band two nights in a row can expect surprises on both nights.
Fans are allowed to bring recording devices to the concerts. The fans will upload the audio from the concert to the Internet. The unique music from that particular show will circulate online, where it is freely downloadable to fans around the world. Far from complaining that this is money out of their pockets, the band members encourage this behavior.
As an additional incentive to make it out to the live shows, the band itself has recording equipment on hand. At the end of the concert, fans can take the performance home with them in the form of an inexpensive, official CD recording. It’s one more way of using recordings not necessarily as a method of making money, but as a way of building consumer loyalty to the real product: the concert.
As Bayliss says in the interview above, word of mouth is the best form of advertisement. Encouraging fans to freely trade recordings is the primary way that Umphrey’s McGee spreads awareness of its shows. This, in turn, enables the band to stay in business.
Postscript
There is another band that originally gained popularity through word of mouth. In the early years, fans would make unofficial copies of the music and circulate it throughout the community. Awareness of the music would build, and more and more fans would come out to see the band perform.
On the strength of that early fan awareness, the band became the biggest in its genre. It eventually became the seventh highest-grossing musical act in the world.
It is therefore ironic that this band was also one of the most prominent resistors of online music technology in the 1990s. Much in the way that Prince is doing now, the band decried the Internet for taking money out of its pocket. It didn’t understand the boundless free advertisement that online music presented.
I won’t bother with the name, because it’s still big enough that anybody reading this knows exactly who I’m talking about.
The Internet did not financially crush this band, and its members are still phenomenally rich and famous. They eventually figured out that resistance is futile. The Internet isn’t a technological nuisance or a passing fad. It’s a new way of doing things. It’s the new way of doing everything. If they didn’t know it then, they sure as hell know it now.
They decided to play the game. Prince, on the other hand, is taking his ball away and going home. If his recent comments make him seem out of touch with the times, it’s because he is.
Perhaps it’s part of the reason why Prince’s star doesn’t shine as brightly as it used to. Talent isn’t all it takes to stay relevant in the world of popular music. Musicians need to understand and care about the wants, needs, and tech-savviness of today’s music listeners. Prince seems to care only about where he’s at with respect to new technology.
I’m not sure that Prince gets to decide that the Internet is over. But I’m certain that the Internet will determine whether or not he’s over.
Thursday, July 8th, 2010




