Turns out that a new research study conducted in the UK shows that consumers who steal music pay for more music. Yup, these "pirates" spend an average of £77 a year on music - £33 more than the honest bloke who would never download music illegally.
Now they’re rethinking this concept because this survey of 1,000 16-50 year-olds who are online shows that what’s ailing the music industry has less to do with illegal downloads and more to do with music passion.
(Not dissimilar to the folks who scream on the request lines or send programmers nasty memos. They are the most emotional listeners because they care the most. It’s usually not too difficult to turn them around if you take the time to listen.)
So by punishing core music buyers and taking away their access, the recording business could end up shooting itself in the foot (or peg leg).
According to Peter Bradwell from the think tank Demos (the company that commissioned the study from Ipsos Mori), “Politicians and music companies need to recognise that the nature of music consumption has changed, and consumers are demanding lower prices and easier access.”
But perhaps that’s where there are greater similarites between the U.S. and the U.K. because the labels still don’t understand this notion of control, variety, choice, and access. If they rethought their premises, it’s the pirates who could actually save the music industry.
“Aaarrggghhh!!!!” to you.