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The i. Tunes Business Model and its Widespread Effectsi. Tunes, love it or hate it, you can’t ignore it. This is actually a research paper I wrote for a class some time back (pardon the occasionally dry tone), and I feel it’s worth sharing. It is indeed a long read, but give it a shot and hopefully you may learn something new!
But that’s not the point. We had a completely non-controversial event that captivated the internet like the eclipse since, I dunno, 2015. Torrentz will always love you. Adele gets away with being mediocre in the music industry because she is stellar and soulful by white standards. And we have 10 performances as proof.
Update: If you’d like to read my follow up paper about why i. Tunes hasn’t actually changed much, click HERE. Introduction. On April 2. Neighbors 2 (2016) The Movie High Quality on this page. Apple had just released i.
Tunes, a proprietary digital media player application,along with the i. Tunes Music Store, a software- based online digital media store. Within five years of its release, the i. Tunes Music Store became the number- one music vendor in the United States.
In less than seven years, over 1. While the immediate success of the i. Tunes Music Store is indisputable, its effects on every aspect of the music industry are at many times unclear. Has it revitalized a once rapidly failing industry? Has it allowed for more equal distribution among artists?
Has it helped independent records labels’ reach? Has it given more freedom to artists? While there are an infinite number of questions that could be asked about i. Tunes’ effects, I would like to attempt to tackle some of the most important – and at many times disputed – issues. The Failing Music Industry: Background in Brief. With the emergence of Peer- to- Peer (P2. P) networks such as Kazaa and Napster, music files could be copied and distributed freely over the internet.
This technology allowed for users to bypass the established market for the music, eventually leading to accusations of copyright violations. Along with increasing hard drive sizes in computers, digital music was rapidly becoming an appealing, and not to mention “free”, alternative to CDs, the predominant form of music sales at the time. In the year 2. 00. US measured $1. 4 billion.
By the time the i. Tunes Music Store had been released in 2. By 2. 00. 7, the industry fell to $1. In Steve Knopper’s book, Appetite for Self- Destruction: the Spectacular Crash of the Record Industry in the Digital Age (2. In their reluctance to adapt and embrace emerging technologies, the music industry chose to fight illegal P2. P file sharing. In 2. Napster was successfully shutdown and thousands of users were threatened with legal action.
However as Knopper later mentions, this “failed to slow the decline in revenue and was a public relations disaster.”The Failing Music Industry: Other Factors? While nearly all would agree with the direct correlation between illegal downloading and the decline in music sales (much research has studied it), there was a study. Performed by Harvard Business School associate professor Felix Overholzer and University of North Carolina, Chapel Hill associate professor Koleman Strumpf, the study observed 1. In their models, they found that it would take nearly 5,0. Watch The Hole Movie The Ice Cream Truck Movie (2017) here. CD. I quote the authors: “While downloads occur on a vast scale, most users are likely individuals who would not have bought the album even in the absence of file sharing.” They point to other factors of the failing music industry: increased competition from other entertainment forms (DVDs, video games – each of which grew in sales over the same period). While it is nearly impossible to validate either side of the research over the other, one fact remains clear: whether or not illegal downloading played a part in the decline of the music industry, the record labels are ultimately to blame for their persistent reluctance to embrace the digital revolution.
When Nikki Hemming, chief executive officer of Kazaa, first heard of Overholzer’s and Strumpf’s study he said, “Consider the possibilities if the record industry actually cooperated with companies like us instead of fighting.”Digital Music Retailers and the Release of i. Tunes. While online music retailers did exist in 2. One such retailer was Rhapsody, officially launched on December 3, 2. By 2. 00. 2, Rhapsody had secured licenses with the five major record labels of the time: EMI, BMG, Warner, Sony and Universal.
Tunes functions under a different pricing model: it is an . The i. Tunes Store opened on April 2.
Apple signed deals with the five major record labels previously listed. In its first 1. 8 hours, i. Tunes sold 2. 75,0. In five days, it sold more than 1,0.
And while at first i. Tunes was reserved solely for Mac users, Apple released Windows compatible version in October 2. Within three days of the release of the Windows version, the i. Tunes software had been downloaded over 1,0. Tunes Market Share. To date, the i. Tunes Store boasts over 1.
On February 2. 4th 2. Tunes hit 1. 0 billion downloads (a full chart can be found in the appendix under Table 2). In April of 2. 00. Tunes Store surpassed Wal- Mart in becoming the US’s largest music retailer.
Apple currently holds a monopoly in the market, accounting for over 7. Tunes’ primary competitor is Amazon.
Amazon. MP3. Launched in September of 2. Amazon. MP3 currently has a 7. Early reactions to Amazon. MP3 were generally positive.
Lack of DRM. However, many users agreed that browsing the i. Tunes Store was a much more pleasurable experience, and once Apple removed DRM, it was clear that Amazon no longer had any advantage.
Subscription based retailers really aren’t much competition for i. Tunes. Rhapsody currently charges a $1. Napster – which after being shutdown in 2.
In 2. 00. 8, Napster’s net revenue for the quarter ending in June 3. Tunes profits are near 2- 3 billion (Apple does not release separate figures of i. Tunes sales). How Does i. Tunes Work? i. Tunes functions as an intermediary between a label and a consumer, just as a label is an intermediary between an artist and a consumer. With each added intermediary, the artist receives less percentage of each sale. While I am a firm believer in the artist seeing most, if not all, of the money, it is important to understand the function and at many times the necessity of the intermediary services of labels and i.
Tunes. While the functions of a record label are many, quite possibly the most important is the distribution of music. With the popularity of internet music distribution through i. Tunes, artists have become less reliant on labels. This has scared many labels into developing new business strategies leaning heavily towards revenue in live performances such as “3. Many new artists are choosing to avoid record deals completely, believing that they not at all essential to their business plans. This has also greatly affected recording studios.
As the digital revolution has greatly increased availability of non- expensive home recording hardware and software, artists can create high quality music from a garage or bedroom and instantly distribute it to a worldwide audience through the web and i. Tunes. As David Kusek and Gerd Leonhard mention in their article from 2. The Future of Music: Manifesto for the Digital Music Revolution”, consumers have greatly benefited from the ease with which music can be discovered and shared: “this has given consumers unparalleled choice in music consumption and has opened up performers to niche markets to which they previously had little access.”Another interesting change in music consumption is the introduction of “recommendations” and i. Tunes Genius. The release of i. Tunes 8 in September 2.
Tunes Genius feature. Genius, using various algorithms and collaborative filtering, recommended new music to listeners based on their current library and musical preferences.
This marked an important change in the way listeners could actually discover music. The radio, long saturated by commercial music from the top record labels, was no longer the only source for discovering new music. Unfortunately, most listeners tend to purchase only what they hear on the radio – accounting for their still large dominance of sales. While this is slowly changing, it is still essential to understand that this was basically the first time listeners could choose for themselves.