The announcement made by Apple Inc’s CEO Steve Jobs asking record labels to abolish the Digital Rights Management (DRM) software embedded onto online digital music has sparked serious discussion among music fans, particularly college students, and other observers.
In an essay posted on Feb. 6 on Apple’s Web site, Jobs asked record studios to eradicate the insertion of DRM technology, which prevents music purchased online from being playable on different types of MP3 players.
Jobs offered three options for the future of online music.
1) To preserve the current one-store, one-player model.
2) To standardize DRM, allowing interoperability between MP3 players and stores.
3) To get rid of DRM completely.
According to Jobs, DRM has hindered the sales of online music more so than providing a consumer-friendly outlet for it to be distributed adequately and legally via the Internet. Primarily citing the obvious incompatibility between the major MP3 makers such as Microsoft’s Zume, Apple’s own iPod, and others. Jobs claimed that the decision to eliminate DRM would be beneficial to both consumers and the music industry.
College students make up a large demographic of online music consumers. English major Kelley Hamilton asserted that the announcement can yield positive results.
“It sounds like a good idea that should probably be used. It would make it easier on people who buy music online and also let them be able to use any MP3 player they want,” Hamilton said.
Currently, music purchased on Apple’s iTunes store, for example, can only be played on iPods. Music purchased elsewhere is not compatible with the iPod and vice versa.
In his open letter to recording companies, Jobs pointed out that DRM has not achieved the task it was intended for, mainly to provide a suitable outlet for online music, while protecting against uncontrolled copying of online music.
Since the inception of iTunes, music labels have insisted their online digital music be encrypted by software, which makes them playable on computers containing iTunes software and/or the iPod. Similar brands of MP3s utilize an equivalent copy-protection software which restricts buyers of digital music players to purchasing songs online only through compatible directories or catalogs. The technology locks consumers into a particular MP3 maker.
In his open letter, Jobs directed his suggestion to the major record labels, EMI, BMG, Universal and Warner Music Group, which own more than 70 percent of the copyrighted music. Jobs said that less than two billion DRM-protected songs were sold online worldwide in 2006. However, more than 20 billion songs were sold on compact discs that can be freely duplicated onto MP3s or computers. Jobs pointed out that DRM has not been able to curtail online music piracy and would be wise to move in a different direction.
Music professor Daniel Zanutto said Jobs’ announcement carried valid points.
“There had been many problems stemming from the peer-to-peer sharing Web sites, such as Napster and Kazaa, and people in the music industry thought DRM had placated all of this. Everyone thought that this was a huge success,” Zanutto said. He also said that under the current format of selling online music, all the artists are protected, but has not worked efficiently enough.
Zanutto said it would be in the best interest for the music industry to discard all DRM technology.
“Let’s make the MP3 players compatible for consumers and allowing them to utilize the online music they’ve purchased however they please,” he said. “Eventually if MP3 players are compatible that will definitely benefit the consumers. The more convenient it is for the consumer, it will generate more sales of online music and be beneficial for everyone.”
Zanutto said the music industry will need to develop a different strategy in marketing music in general. “I see only minor changes [from] a marketing standpoint, [and] perhaps [they should take] a different approach in advertising and other gimmicks. But I think that there is still going to be ramifications for copyrights and anti-piracy laws,” he said.
Music major Ashley Casillas said piracy of online music will continue to thrive regardless the barriers placed by the music industry.
“There will always be that element of wanting things for free, and if you have that option, then people will take it. I don’t think getting rid of this [DRM] would stop people from downloading music for free,” she said.
Hamilton, an iPod user, said her MP3 player isn’t filled with tracks she purchased online, but music she transferred from CD to her iPod.
“Consumers could now be able to listen and tap into other people’s music, but the record companies should still have rights to protect themselves against piracy,” she said.
The record labels have denied to recognize online music DRM-free, but Jobs’ announcement has caused a discussion on the effects it would have on pirating, copyright laws and the future of music.
“The iPod and online music and other devices have revolutionized the way in which we are able to deliver music and it has the potential for further improvement,” Zanutto said.
