EMI was the first big record company to offer non-DRM encoded versions of their music for sale online. Apple and EMI announced in April that they would offer non-DRM encoded versions of their catalog for $1.29 per song, with the option for people to still buy the DRM’ed version for just $.99 per song. While not a significant shift in the business model, it was a big step forward for an industry traditionally obsessed with copy protection.
Last week Universal – the largest record company in the world – announced they would join EMI and start selling their catalog online without DRM. But unlike EMI, their non-DRM versions will be just $.99 per song – no premium will be attached. But pricing isn’t their only difference from EMI.
Universal will not be selling their unprotected versions on iTunes…
How come? Universal’s move is not about them “finding religion” on the ultimate fultility of the industry’s DRM stance. It’s about fear, and right now they are more afraid of iTunes than they are of selling unprotected MP3′s. Universal sees iTunes as the lone online “superpower”. They are looking for some way to create a second superpower to rival them, or at least a Lilliputian-like army of smaller outlets to subdue the iTunes giant. They want leverage against the iTunes store, and see this as their best shot at creating some type of meaningful competition to achieve this.
They want to give other stores something to offer their customers that they can’t get on iTunes, while at the same time not pulling off of iTunes and risking a potential loss in revenue. They believe they can accomplish this by creating a “DRM Divide” between iTunes and other music stores.
While this is an interesting play by Universal, I think it will ultimately fail…
One of the reasons for iTunes success is the strength of the overall music ecosystem Apple has developed. The iPod is the clear winner in the portable media player market, and it’s integration with iTunes is truly seamless. It combines an online store with a user’s library, and syncs it all to an iPod without any configuration or user knowledge of the process
Most people are not technical, and have no interest in dealing with multiple steps to buying music. They don’t want to take a ‘file’ that they bought somewhere else and import it into iTunes. They probably don’t even know where the music files they buy actually are on their computer. But when they buy a song from the iTunes store, it shows up right there in their library. For the average person using an iPod, that means a lot.
Certainly more than any DRM encoding they may not even be aware of…
And for Universal to make this work, they will need to lure a lot of iPod users over to non-iTunes venues.
Not likely…
While I’m passionate that DRM as it exists today is a big problem (the word “evil” comes to mind), it isn’t the biggest problem the record labels have right now. Their biggest problem is that the fundamental business model around music is collapsing, and they need to reinvent themselves in a hurry. But they have no vision of “what’s next” or where they are headed. They need to bring new people into the online music space, and get existing online buyers to buy a lot more – something the probably won’t do at a buck a track. And while they may long for the days when albums ruled and CD sales boomed, those days are gone and not likely to return. Unfortunately, Universal’s move to open up and sell unprotected songs online is really a hollow gesture that has nothing to do with bringing their business into the future.
For Universal, it’s all about trying to preserve the past…

