Yesterday at the a2n #camp, together with Petar Djekic from mufin, I facilitated a discussion entitled "The Day Ownership Died - Why still own music?" It was an all-out interesting discussion, and we touched upon a wide range of interesting topics.
A good deal of the time was spent discussing the pros and cons of streaming music versus having a local library of digital sound files. Another recurring theme was the demise of physical, tangible and sensual media to store sound recordings. Participants expressed that the less tangible and the more virtual their sound recordings were, the more people felt that their sense of "ownership" in these items faded away.
During the discussion, I noticed that the distinction between "streaming" and "owning" was a bit misleading, as it focuses too much on technology. There are gray areas, such as owning MP3 files but storing them somewhere in the cloud and retrieving them on demand. So instead I proposed to look at these two concepts as "buying" music versus "renting" it.
But this contrast can also be understood as a dichotomy between permanent versus transient music artifacts: Most of us grew up in an environment where indiviuals owned large music collections, conserved as sound recordings on various media. But of course, it wasn't always like this. Four or so generations ago, the concept of recording sound was unknown. Music was intrinsically for the moment. After the last note was played, the performance was gone. So before we had physical, tangible, sensual media like vinyl with its beautiful cover artwork, we had no media at all!
If you plot these two dimensions – permanent versus transient, and sensual versus virtual, you end up with a picture like this.
It's clear that we somehow started out in the upper right quadrant: Ephemeral, but very sensual musical experiences. We then moved along counter-clockwise, and for a few decades lived primarily in the land of somewhat sensual sound recordings that could be listened to over and over again, and some of which we cherished as rarities, as treasures.
More recently, with the advent of CDs and MP3s, sound recordings have become less physical, and more virtual, even though the sound recordings haven't changed (if you ignore media-inherent artifacts such as vinyl noise). Now with the rise of streaming services such as Last.FM and Spotify, it looks like the pendulum is once again swinging back into the realm of the transient. Consumers have access to music but don't put value into "owning" it anymore. They simply consume it on-demand, and after it's played, it's gone.
But I feel like this picture is misleading. Firstly, it's a short-term extrapolation. We observe streaming services becoming more popular, we look at software services moving to the cloud, and we project a similar future for music. Secondly, I sense a contradiction between die-hard music fans wanting to identify with their favorite band, wanting to own part of what they love, and merely having access to music like turning on a water faucet. I think it's much more reasonable to assume that the two concepts – streaming music and owning sound recordings – will live side by side for a rather long time.
Which brings me to my final point: Can the concept of owning music be redefined? If digital sound recordings are ubiquitous, readily available, and replicable at zero cost and loss of quality, how can we even speak of owning something any more? Which is why I'm so glad to see services like Sellaband enrich the music ecosystem. They provide fans the opportunity to develop a more meaningful connection with their favorite artists, and the fans can feel like they own more than just access to a sound recording.
Of course, with Popcuts, we aim to do just that, as well: We want to extend the sense of ownership. When you buy a song, and it's in your interest that that song does well and becomes popular, it's a whole different game. You can brag about discovering a band early, or silently enjoy the satisfaction of being a great trendspotter. But it's more than the mere, passive "access" to music. Because music's not water.
But it turns out, that's not neccessarily bad: In an impressive show of determination, creativity and organizational talent, Berliners from all backgrounds have scrambled to replace Popkomm with something more contemporary, more open-source and more flexible. Dubbed all2gethernow, next week in Berlin will be all about determining where the music ecosystem is heading and what can be done to navigate out of its crisis.
Popcuts is proud to be there. At the bar-camp-style part of the event, on September 16 and 17, there will be a Popcuts booth, but we're also hosting a roundtable discussion about
Music Access vs. Ownership – What does it mean to 'own' music these days?
We hope to spark a discussion about the fading sense of ownership in music. If digital recordings are readily available at practically zero cost, what's the difference between owning a song and having access to it? We want to explore ways to make owning a recording meaningful again (and of course, being Popcuts, we have some ideas of our own).
In cooperation with Petar Djekic from mufin on Thursday, September 17 at 12.30pm.
See the full #camp schedule here.
Let us know if you're coming!
But we need your help getting there! Please take a minute to register and vote at the SXSW Panel Picker. You'll have to sign up, and we'd be really grateful if you did!
To vote, visit: http://panelpicker.sxsw.com/ideas/view/4980
To sweeten the deal a little bit, we're giving away prizes for people who vote for us! To participate in the raffle, simply send an email to sxsw@popcuts.com, telling us that you've voted in support of our panel (honor system!). First prize will win $50 in Amazon Gift Certificates. Second prize will win $50 in Popcuts credit. And Third prize will win a gift package complete with Popcuts gear, autographed albums, and free concert tickets! If you're a winner, you'll hear back from us by September 6.
And the Bonus Prize: If this panel makes the final cut, we'll give away a free pass to SXSW (either Interactive or Music – your choice) to one randomly drawn participant!
Thanks, and we hope to see you in Austin next year!
Team Popcuts
EDIT: Voting got extended till 11:59 CST on Monday evening, September 7. We'll let winners know after that!