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P2P Users Buying More Music?

November 20, 2012

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Mr.Admin came across an article that he brought to my attention today. It can be found at http://www.michaelgeist.ca/content/view/6699/125/



The article is called "NPD Group Fails Basic Math: Data Shows P2P Users Spend Nearly 50% More on Music Than Non-P2P Users". It's fascinating article that quotes a  surveying companies results after they were hired by the Recording Industry Association of America. The results surprised quite a few people:


"...both P2P and non-P2P users spend about the same, though P2P users spend more on merchandise and concert tickets."


Well then! Isn't that interesting. All these years we've heard nothing less than how downloading and stealing music from musicians has been hurting the industry. Now, I for one still have seen the results of the stealing. It is hurtful and devalues what musicians and artists strive to achieve and more importantly damages our bottom line financially. However, as with every industry, at a point there has be evolution. There has to be change and growth.


The invention of the internet has made it possible to steal all kinds of various materials through downloads and not just music. Yet our industry bitches and complains the most about it and the copyright implications more than any other industry. Even the movie industry doesn't sink as much money and time into the free downloading of new movies. So what purpose does downloading serve? What benefit does it have to us as artists?


In a world unwilling to pay for something the consumer isn't sure they're going to enjoy it now gives us, the artist, the ability to affirm the customers decision to purchase our product. Clubs and venues are suffering from a lack of attendance at their weekly shows because in general the product just doesn't meet the bar. It falls short of the customers expectations. The internet is to blame for some of our losses, but the responsibility to sell and impress our customers is still on the artist and we've been consistently failing at that.


The research seems to prove that if you have a good product, that if you're able to impress your customer through their free acquisition of your music, that you may in fact be selling them on your band and it's sound. That, while you may miss out on the album purchase (which appears to be unlikely if they dig you), your fans may still purchase a ticket to come see your show or a snazzy t-shirt while they're there. This could be more important than the album sale and more a revenue generator than any purchase of a CD or digital download.


What do you think? Comment and let me know what your thoughts are. How you see these strange and unexpected results. Do you find yourself downloading something for free and then buying it after the fact?


Cheers and hugs!

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