Q: How is Magnatune’s pricing approach working out?
Buckman: Magnatune asks how much the user wants to pay. Everyone knows they don’t have to buy music to get music. If they’re already on the site, they’re willing to pay for it, so we want to reward them by letting them decide how much the artist deserves. They can buy for as low as $5, but the average is $8.50. People feel good about buying someplace that trusts them.
Q: You only do full album downloads, not individual songs, right? Why?
Buckman: Right. On one level, it’s an artistic choice. We’re not selling music that plays on the radio, so people are picking the music because they like it. I don’t like registration systems — it’s an impediment to purchasing. There’s a high credit card merchant fee, so $1 transactions only work with registration.
Q: Terry McBride said digital dcownloads would end up in the 25 to 49 cent range per song. Thoughts on that?
Fox: I own my own label in addition to working at a distributor. From a distributor standpoint, we want whatever will bring people into the space. That requires balancing what’s best fo the consumer and what’s best for the content owners. We have to keep waiting tosee what happens with unusual models like eMusic and other subscription services.
Buckman: That’s the wrong question. We should actually be looking at gross revenue per customer. Individual cost is meaningless — we need to look for the way that makes people shell out as much as possible per month.
Q: How do you see pricing shaking out when the consumer-as-seller takes a cut?
Benjamin: We empower both consumers and large organizations. Music is one of the things in our toolkit. We don’t price under 99 cents — we work with the big digital distributors, and within that construct we can’t price too low.
Buckman: Can the price go up based on the selection? Would people pay more to download from a well-selected blues blog than from the full catalog?
Benjamin: We have an 800-blogger beta. The lazy guys have few to no sales. The guys that actually write about the music sell, and sell for a higher premium. We sell CDs, too, through those guys who put work into it.
Q: The premium you’re talking about is one thing, but 8 of the top 10 top-selling iTunes albums are priced higher than physical CDs on iTunes. They’re doing a lot of premium-level specials, too. There’s flexibility you’d never have with a physical CD.
Benjamin: We’re not a pure-play music site. We have a very wide SKU set. We have four million books. The types of products you can sell is different. We can do cross-merchandising of products. The other thing we do is allow for variable pricing, with a floor.
Q: When connection speeds go higher, will people be re-sold WAVs later?
Benjamin: Sure, that could happen.
Q: Magnatune has WAVs, though, right?
Buckman: Yeah. WAVs, FLACs, anything. The Russian sites sell by the megabyte, incidentally, which is an interesting model.
Q: Let’s talk about SoundExchange. There’s some confusion.
Neeta: SoundExchange is the nonprofit organization designated to collect and distribute royalties for artists and record labels for use by XM, Sirius, cable digital radio, and webcasters. They have to pay for the use of sound recordings. It’s like ASCAP or BMI — they collect for the composer or publisher for the musical work. There’s a relatively new right to publicly perform sound recordings by certain methods, and people collect that money through us. The area of confusion arises because the section 114 statutory license doesn’t cover interactive subscription services, only non-interactive services. There are gray areas.
Buckman: Do you know numbers?
Neeta: when we did our first distribution, we’d collected $3.5 million — not a big deal, when split among 40,000 recording artists. This year, we’re up at about $68 million, and it’s going up. We’re in the middle of an aribtration with the webcasters. We’re asking for 30% higher, they’re asking for 30% lower, we’ll probably meet somewhere in the middle.
Audience Question: What’s “commercially released”?
Neeta: Well, that’s a subject of debate. But probably anything that’s been distributed on the internet is “commercially released”. Some say it must be sold, but that’s a minority view. [She describes the division of the SoundExchange royalty.] Who’s the “featured artist”? Our policy committee deals with those questions.
Buckman: How does a label or musician register?
Neeta: They come to our website and register. Tell everyone to register! There’s money waiting! It takes 15 minutes. We pay out based on reports from licensees.
Buckman: For years, major label artists only saw ASCAP and BMI royalties. As those perhaps fade, does anyone think we’ll see government-like organizations to replace sales?
Neeta: It’s definitely an argument in the webcaster arbitrations when we’re setting rates. When determining value, we look at other pieces of the pie. If there’s more statutory pricing, they’ll look at the overall economic pie.
Buckman: It seems like most things will be interactive streaming. Should we just tax everyone abd pay it out?
Benjamin: There are other mechanisms. GoodStorm does something like this.
Q: Terry Fisher has proposed an alternative compensation system. Everyone’s competing for dollars now — if we were in a pro rata situation, do the rich get richer?
Buckman: ASCAP and BMI have dual accounting for big players versus small players. The expectation is that the big guys will pay off the government to make sure that continues. The same thing could happen in a pro rata situation, and that woudl be bad. But 2/3 of the money made is licensing, not sales to consumers, so I don’t see the industry being in trouble even if P2P takes over, so long as they can stil lmake stars and sell licenses.
Q: How’s the licensing for sync and similar rights on your website going?
Buckman: It’s great! We’re doing a lot of licenses for independent films, and we’re the only place you can do licenses like this online instantly. One of the cool things is how many people in the music and related businesses hate the people they work for, so some of those people enjoy giving money to us, who are not evil. How strange that the record labels get in trouble for payola, but won’t license podcasts. Collecting money from people who have money — like ad agencies — works great; suing welfare moms doesn’t.
Q: When is the single-price model going to change?
Fox: It’ll be a while.
Benjamin: Once one major gets rid of DRM, it’s all coming down. They’ll immediately go to variable pricing, higher than current rates.
Buckman: People are willing to pay 30% more for music without DRM.
Fox: Will that send everyone to subscriptions?
Benjamin: I don’t like subscriptions — I think it’s fundamentally horrible for the artist.
Fox: Some day, music will be like water as Fisher says.
Buckman: Allofmp3.com is the future. I use this all the time. The utility model isn’t as good as the by-the-megabyte model allofmp3 uses.
Fox: Allofmp3 doesn’t pay the artists, and they’ll get closed down soon. Alternate revenue is coming from branding, which allows people to enjoy music for free. Instead of looking to a subscription service, artists should be looking to different new types of licensing.
Benjamin: People are donating their music to be sold for good causes on our site. There will be a lot of experiments. Moving away from DRM is on the horizon. I’m optimistic.
Fox: We’re just starting to see that the majors might consider getting rid of DRM.
Buckman: The majors know that their audience despises them. You’ll die eventually if that’s true. They’ll have to do something eventually.
Audience Q: Why are we charged for sound recording performance when terrestrial radio companies don’t?
Neeta: Around the world, there’s a sound recording performance right. Terrestrial broadcasting in the US is an anomaly. Terrestrial radio should pay. That might even out the playing field between new and old technologies.
Audience Q: As your popularity goes up, your costs just for bandwidth goes up, which isn’t true for terrestrial radio.
Buckman: The internet radio isn’t as strong as the broadcasting lobby. Yet.