Piracy and Australian independent music: Q+A with Lars Brandle
| 2010-09-24 15:00 | Written By:
Just how is music piracy - wherein consumers download artists' music without paying for it - affecting the Australian independent music industry? It's an important question.
We broached the topic with Lars Brandle [pictured right], a Brisbane-based journalist for Billboard Magazine and The Music Network.
What's your take on music piracy, Lars?
The definition of 'music piracy' really needs to be locked-down. It's piracy when the copyright owner hasn't given consent for their music to be distributed. If an artist wants their fans to file-share their goods, all power to them. It's worked in favour of some artists, most notably the Arctic Monkeys.
But if you look at the numbers, it's clear that file-sharing has punched holes in the industry. Consider, in 2000, the year after Napster arrived on the scene, the global recorded music business was worth almost US$37 billion. In 2009, the IFPI reported a global value for the biz at US$17 billion. That's a US$20 billion drop in a decade.
Do you see it as a positive or negative thing for artists?
It's only a negative if the artist has no control. If they want their music to be distributed without money coming back to them, that's fine. Never underestimate the brain-power of an artist. Some might give away tunes to create a buzz and make their money from other streams - gigs, or merch perhaps. And some musicians just want to be heard.
What - if anything - should we do to combat this mentality?
That's the $17 billion question. I don't have an answer to it. No one does. But there are a number of weapons in the industry's arsenal - partnerships with ISPs, legislation, education, and making sexy product - stuff that people want to buy.
Should such acts be accepted as the norm, or should industry bodies and labels continue to push against the tide through lawsuits and fear-mongering? Is there a better way?
Lawsuits are old news. They didn't work, and they made the industry look like a pack of tyrants. Stories of kids being sued for downloading Christmas carols just ain't going to help. There's no easy win here. And the biggest guns the industry has on their side is the artists. But the big-shots are unlikely to front any major anti-piracy campaigns after the vitriol hurled at Lily Allen and Lars Ulrich.
Should the onus be on the artists to try harder for fans' financial support in the face of technological evolution?
Yes and no. Certainly the artist should play a bigger role in all aspects of their business. It's not just about being a 'creative' anymore. That said, the artist relies on good counsel from their manager, label and other supporters.
Finally, has piracy helped create a level playing field between the independent music industry and the majors?
The playing field is pretty muddy at the moment, and all labels are having a wretched time playing in it. If you study the market-shares of the recorded music industry, little else has changed. It's tough out there for everyone.
Thanks for your time, Lars.
Lars Brandle has forged a career reporting at the frontline of the international music industry. For the best part of a decade, Lars served as the London-based Global News Editor for America’s Billboard Information Group. Now back in Australia, Lars heads-up Billboard Magazine’s Australasian bureau. Lars is also senior correspondent with The Music Network, and is a regular contributor to numerous international publications including the U.K. titles IQ and Music & Copyright.
For more info on AIR and Australian independent music, visit http://www.ausindies.com.au/
