So, what happens when you tell your fans that piracy is okay? Even when your major label says it's definitely not okay? You may just end up with more purchases in the end, and much stronger fan relationships.
The latest pro-piracy message comes from Skrillex (Big Beat/Atlantic/Warner Music Group), who just told his fans to pirate his latest album if they can't afford to buy it. "Happy holidays just like I promised," Skrillex posted on his Facebook page. "Just like i always say, go pirate it if you don't have money... i just want you to have it... or you can buy it here... either way I'll love you."
It's a very different game of psychology. And, here's how fans reacted:
Skrillex later pointed to the paid versions as being more reliable and higher-quality, especially for fellow DJs. The Bangarang EP was posted just ahead of Christmas, and was initially being sold exclusively on Beatport (here). And, in classic Beatport fashion, tracks were being positioned for the elevated price of $2.49, with the total 7-song set going for $17.43 (now $1.99/$13.93). Other stores got the album on the 27th (Tuesday), and that includes Spotify.
Skrillex fans are in for a rich, complex release, and if you've been to a Skrillex show, you may even recognize a track or three. But this EP - and Skrillex's stance on piracy - also invites some very complex issues involving other artists, publishers, and labels. For example, 'Breakn' a Sweat,' a collaboration with the remaining members of the Doors, is a lead-up to Re:Generation, a documentary slated for release in February.
Incidentally, the track also includes an excerpt from an old Jim Morrison interview, which contains some very forward-thinking thoughts on electronic music (take a listen). And, other guests including Ellie Goulding and Wolfgang Gartner.
Skrillex is inked to Big Beat Records, a subsidiary of Atlantic Records and Warner Music Group. And, if that wasn't complex enough, Skrillex was just bestowed with huge Grammy nomination accolades, a huge endorsement from an oftentimes old-school, crusty group of industry critics.
Which raises the question: is everyone cool with this? Let's see.
/paul. Written while listening to (of course) the Bangarang EP.
Comments Closed
Hilarious Monday, December 26, 2011
Talk is cheap, at least from the internetz.
Show us first month numbers broken down per week and we'll see how this really pans out...
The best part is that Skrillex wins in the end no matter what...his record/pub advances are likely huge, and he's making a killing playing live. What does he care how long it takes to recoup? He probably makes that money in a month on the road at this point.
effin Monday, December 26, 2011
yes. he can afford to play good cop bad cop in his situation.
also, say the artist wants to give away his album on his own terms (including for free in exchange for say, an email address), why should he be forced to compete with pirate sources for the control of his own intellectual property? many people miss this point.
cramerbob Tuesday, January 03, 2012
What's the most important thing for a musician to do (besides create and perform great music)? Get more fans. And for the fans they have, to build a stronger emotional connection so they become passionate fans.
"Free" is the wrong word -- businesses spend huge $s towards marketing. In the music business, if free is used correctly, think of "free" as "marketing investment".
My experience is that fans will pay more, and more often, to support an artist than to buy a track or music.
In other words, "free" can sometimes be a smarter financial decision than $0.99 per track.
Bob
@cramerbob (btw, a huge @skrillex fan)
Chairman & CEO, Nimbit
Anticapitalist Wednesday, January 04, 2012
The most important thing for a musician to do, besides create and perform geat music, is to feed himself and his family and be able to live a decent life (= still being able to feed himself and his family) when he is too old to create and perform great music.
gaetano Wednesday, January 04, 2012
Sadly, the idea that this is possible might be going away along with the middle class...
That said, the world is full of musicians without any type of revenue generated by sales or royalty that work, have worked and will work till they're old, gray, and can no longer do it physically.
A lot of others find other ways to pay the rent and still love making music...having any type work right now is hard for the majority of people, regardless of what it is you do.
At times it doesn't seem fair, it sucks actually, especially for those accustomed to things working a certain way, but it's a reality.
ash Saturday, April 07, 2012
In my opinion, you might provide it in your nearest buddy or even neighbor, since they know what are you going to business regarding. Examine and discover the most appropriate precise buyer after that.<a href="http://www.extremetacticaldynamics.com/">Light bars</a>
Yves Villeneuve Monday, December 26, 2011
mdti Tuesday, December 27, 2011
>>>
I think if you can afford an internet connection you can afford to splurge on an album you perceive as valuable.
>>>
false.
in the balance of cost/usage/necessity, you need an inetrent connection (in industrialized countries, you need internet to find jobs, recruit, pay invices, follow bank accounts) to the extent that some countries see it as a quasi-constitutional right, but nobody ever needed to buy music except for own pleasure (not need) or show support to an artist you like etc.
In this balance, the relative price of an album is way above the cost of an internet connection and is more in the luxury categories than in "what you need to live normally in 21st century"
santos Wednesday, February 01, 2012
You are right, I live in a country where not all the people have a credit card or the posibility to buy online. I also agree with your words about the need of an internet connection as a basic service in our homes (for example, here in Chile a big part of the people with low resources chooses internet over a phone line in their homes, or cable tv, like me). I don't have the money to buy he's record. But i could save money for a couple of months to go and see his show.
It's cool when he says "I just want you to have it, no matters how". Just need to show his work to people and maybe he loses $6 if I pirate his record, but maybe he can get $15 if I like his work and go to see his show :D.
Radiohead, with his album "In Rainbows" , gave us the chance to get it for free, and they sold 3 million copies xD!.
Sorry about my english :P
mdti Tuesday, December 27, 2011
It is not because you have bought a mercedes (or a super expensive guitar) that you can buy another car,n even a citroen 2CV :-) (or a harmonica)..... home studists and diy know that well ;-)
siiddni Wednesday, February 01, 2012
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a brave anonymous Monday, December 26, 2011
yves, every word you write is so predictable, i'm starting to think you actually are a robot.
Yves Villeneuve Monday, December 26, 2011
Visitor Monday, December 26, 2011
I hope he's keeping an eye on that clock. Fifteen minutes may sound like a long time, but it goes by quickly when you're having fun.
Jonathan Jaeger Tuesday, December 27, 2011
I've bought Skrillex's music off iTunes before and bought a concert ticket for NYC, but the Beatport is pretty steep considering I don't need to remix his music.
gaetano Tuesday, December 27, 2011
Those files will be on a torrent/file locker immediately and sales will dip accordingly.
Skrillex wins again though because wannabe producers will be sending out their new skrillex remixes, further purpetuating the music, and his brand.
When he wins one of those 5 grammy's he's nominated for, all of a sudden a few more million will tune in because even though they don't understand or like the music, they'll feel obligated to attempt to try because it's been deemed merit worthy by the Grammy Boys Scouts of America.
This is phenomenon in realtime, Gotta love it.
Ignacio Wednesday, December 28, 2011
Can the Recording Academy honestly give this man a Grammy? Isn't that supporting piracy?
gaetano Wednesday, December 28, 2011
The Recording Academy has as much to do with the music industry as the Federal Reserve has to do with the government.
It seems like they should have each other's best interests in mind, but in the end they just make money from each other in different ways.
Buck Tuesday, December 27, 2011
Leaving all industry rhetoric aside and speaking as a fan of Skrillex, I applauded his facebook message last week. Skrilly is one of the sweetest and most humble of people I have ever met in the business and good things will continue to befall him as long as he stays true to his fans and himself. In today's market, record sales aren't that important anyways. Hell- he gave away his first EP completely for free and things have just snowballed for him ever since.
Capitalism 101 Wednesday, December 28, 2011
«In today's market, record sales aren't that important anyways»
If sales are not important, then it is not a market.
Welcome to capitalism.
Buck Wednesday, December 28, 2011
Let me clarify... 'record sales' aren't that important. Especially if you're on a major label. Their royalty systems are crap (for the most part) and they are experts in withholding/hiding settlement money, levy money, and blanket license advances.
An artist like Skrillex makes his money touring. 'Ticket sales' are very much important IN TODAYS MARKET. He was already selling out most of his shows, but this stunt here has endeared himself to his fans even more.
Ross Neilsen Tuesday, December 27, 2011
Very cool. This xmas I told people on my friends list that if they were strapped for cash this xmas that i would send them a copy of my first CD to give someone for xmas (or keep it). The response was great and about 20% of the people I sent out too were also inspired to buy the album (or a different album). Also, it felt great to do.
@txhoudini Tuesday, December 27, 2011
Very interesting.
@pkmonaghan Tuesday, December 27, 2011
What happens when you tell your fans that piracy is ok?
Same as if you don't. Pirates care not
@txhoudini Tuesday, December 27, 2011
Seems different approaches work for different artists. Art & money have a funny relationship anyway.
@thornybleeder Tuesday, December 27, 2011
THIS is the music model I support & believe in.
@gregogan Tuesday, December 27, 2011
It's happening.
@Studio67records Tuesday, December 27, 2011
That really does throw the cat among the pigeons for us... interesting... watch that space, eh...!?
NO Tuesday, December 27, 2011
If you are broke, you tune in to good radio broadcasts, like Soma FM channels. You don't fuck up your ears with noise.
Should be called Skill-less, not Skrillex.
Fake synths that sound like VST presets.
Wimpy beats that sound like cheap generic loops.
Lame vocals that sound like shit.
Brick limited mixes obviously done by a deaf person with no taste in life.
There are literally thousands of Creative Commons albums out there, much more interesting than this pathetic excuse of white noise.
Whovever wasted time from their lives to torrent this, doesn't know anything about music.
P2P top charts prove that piracy does not promote music, it promotes the mainstream lifestyle.
Tasteless bubblegum waste.
mdti Wednesday, December 28, 2011
best promo in a long time... you made me want to listen to that dude... you're very good !
Consume! Wednesday, December 28, 2011
Lots of free white noise tracks available online.
mdti Saturday, December 31, 2011
I think it is very good dubstep... not white noise.... Mind you, there are people who are ignorant about classic music, and people who are as ignorant about modern music.
Ignorance Monday, January 02, 2012
Putting a couple generic loops together and blasting them through a limiter is not music. Please don't insult musicians like this. It takes a lot of skill and practice to play a music instrument.
Just because you can buy ready-made loops ("kits") doesn't make you a musician.
You can also buy a space suit, if you can afford it. It won't make you an astronaut.
Luddite Monday, January 02, 2012
I don't think Skrillex is claiming to be anything but a dude who made some music on a laptop, and then literally gave it away...maybe read some interviews.
People liked it, now they pay money for it, and to see him.
Though, I guess he could have taken out a loan, gone to music school, gotten really "technically proficient" at his instrument of choice, maybe took some theory and composition, repetoire, sight reading, heck maybe even a business class or two.
Instead he did what he was inspired to do on his own terms and is incredibly successful.
Weird.
mdti Thursday, January 05, 2012
The thing is that the interest has shifted for many people from "looking/listening" at good musicianship, or listening to great sound.
A great sound gives as much or more pleasure than listening to a virtuoso. I am into the sound side, a guy who plays very well, is just that for me, a guy who plays very well. If he also have a great sound, then i am in.
The skrillex tracks have a great sound and if it is tweaking loop libraries, well, for knowing them, i can tell you: it is good work and it involves musicianship too, just not with the same instruments than in the 20th century and before...
You have a right to not like, though, but when you say it is not good, you are displaying an ignorance, not a quality...
You know, as an artist, that cristicism is often a way for the criticizor to reassure himself for what he has not done. Creating on the other hand, is exposing yourself to critics.
WhoAmI Tuesday, January 03, 2012
It worked on me too! lol. I was not going to listen to the guy until I saw this
George Tuesday, January 03, 2012
Hopefully your job does not require attention to detail or public safety.
YES Wednesday, December 28, 2011
If you still think the traditional record system works you better say good bye to your best friends EMI & Warner because they will disapear this year. Records are not free, but music is. Understand that if a fan Trusts you & Believes in your project you will build a Relationship. Understand that if you build a Relationship with a Fan you could easily upsell a pirate with a show or adding value to your music with exlcusive merch/content.
Good music is determined by if it can make a niche passionate. If the music can make someone feel or click with what they are going through its good. Don't talk down other artist becuase you do not understand the genre. We can all agree that nickleback is a terrible band, but aside from that just chill let fans be fans.
Pirated music will never be stopped so embrace it because fans will obtain it anyway. Wouldn't you rather be behind the free track releases rather than pirate bay?
Buck Wednesday, December 28, 2011
Nicely stated. Hopefully NO pulls his head out of his own rear for a brief second and reads this.
Simple English Wednesday, December 28, 2011
Fan = fan-atic
If a person is fan-atic, obviously he or she is buying all the artist's albums, tshirts e.t.c.
If he or she is not buying the albums, then he or she is not a fan-atic.
Visitor Wednesday, December 28, 2011
This is dated vernacular.
We're in a completely different paradigm now.
mdti Thursday, December 29, 2011
may be some people confuse "fan"s with likers, followers, subscribers etc....
"fans" buy records or go to concerts and are happy to share their fan attitude (ism) and some get the artists tatoos on shoulders, or would go bankrupt collecting stuff, or stuff like that (that's for the extreme fans of course).
On facebook or other social medias, "Followers" can be likers and commentors. Some of them bumped into a nice sentence or some promiss to get something free for download. Followers can also be purchased or caught by advertisments. They can be people just interested to "know more about" a page without being at all interested in buying.
"Likers" are facebook followers who occasionally make the effort of supporting an artist. The term is however tricky, as likers exist at different levels: liking a page (follower), liking a post without commenting ("liker") or commenting and interacting (commenters).
"Commenters" include fans, as well as haters (also known as "trolls") and advertisers (diy artist or merchant with not enough moneyto buy followers who hopes that adressing to likers will help him get more exposure). Commenters are interested in interacting with other commenters, and sometimes with the artist. Followers and likers are most likely interested in reading without interacting, at least for the part them who is actually interested in reading.
etc...
written in 5 minutes though, having fun ;-)
I prefer listeners, too Thursday, December 29, 2011
Speak for yourself, don't use "we", you were not voted to represent anyone else.
Everyone is a PR expert these days.
Fuck fanatics. They did enough bad things to this world already.
mdti Friday, December 30, 2011
not those who say "fuck fanatics" ..... haha
@KPFBent Wednesday, December 28, 2011
Love the take Skrillex has on piracy.
Oh, don't forget- Wednesday, December 28, 2011
Make sure you follow the same "model" in your own work.
mdti Friday, January 06, 2012
It is a model that can only/mostly work with arts, because art IS free in its roots....
@n4time Sunday, January 01, 2012
Reverse psychology 101.
@artists4change Monday, January 02, 2012
This goes to show that people will ALWAYS be willing to pay for good music.
Anon Tuesday, January 03, 2012
Considering Warners don't even like ad-supported, they must be FURIOUS about that statement...!
Any official comment from them?!
@CdAGrp Tuesday, January 03, 2012
We love Skrillex. Smartest music exec we have seen in a long while.
@MusicMaker0429 Wednesday, January 04, 2012
Very interesting as to how this may affect the music industry, pirating(illegal downloads), etc.
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