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Albums leak all the time - in fact, it's probably best to assume that your album will leak, and plan your marketing attack accordingly. But should that include an attack on the leaker, especially if it's a blogger or journalist?
Well, that's exactly what UK-based Ninja Tune is doing right now. After a leak involving Toddla T., as well as another unidentified artist, the label decided to shame the German magazine and journalist that uploaded the songs. "Both leaked from copies sent to the journalist Benjamin Jager at the offices of Backspin magazine in Germany," the label outed on their blog.
How did they know? By looking up the watermarks on the pre-
release copies, and tracing it back. But that raises another big question: why use watermarking 'protection' at all? Certainly, a large number of leaks are 'inside jobs' involving radio programmers, journalists, or even fellow label staffers. But that technology offers only a limited deterrent, and watermarks can easily be circumvented. Among outsiders and fans, they carry even less importance.
Either way, Backspin is now officially cut off - for better or for worse. "It's very hard for young, up-and-coming artists to make a living from their music," Ninja Tune explained. "People uploading their music months before it is commercially available are not doing them any favors."
/pr. Written while listening to Ninja Tune artist Samiyam.
Comments Closed
Rob Levine Tuesday, July 19, 2011
This is the coolest idea I've heard in a while - far cheaper than suing the journalist, and perhaps just as damaging to his reputation (if he indeed did this). If he didn't do it, or if there's a reasonable explanation, he'll share it. If not, I can't imagine he'll be getting many advances in the future.
@Aqua174 Wednesday, July 20, 2011
Alvin aqua Blanco
Great idea.
Maxwellian Wednesday, July 20, 2011
Ninja Tune thinks it's 2001.
::MW
sford Wednesday, July 20, 2011
i fully support this idea.
Mick Wainman Wednesday, July 20, 2011
I vote yea! If magazines (radio etc) expect advance service, then they need to respect the rights and wishes of the labels and people who whom they work with - period
Josh Wednesday, July 20, 2011
Great idea. Surprised this hasn't happened before.
Derek Simon Wednesday, July 20, 2011
Yeah, the more I think about this, the more comfortable I am with it. It's a violation of trust and professional courtesy.
Chris Wednesday, July 20, 2011
Good for them! The journalists do not have the power to affect someone else's release schedule. Yes some leaks are inside jobs, but that's THEIR prerogative! That is the mastery of it. Blackball all of these idiots.
Japanese Journalists Wednesday, July 20, 2011
In Japan, the journalists used to send promos back to artists/labels when they were done with them.
That's respect for music.
St Mark Thursday, July 21, 2011
Ninja Tune absolutely acted in the right!
St Mark
St Mark Thursday, July 21, 2011
....and NinjaTune should still sue the magazine as well.
St Mark
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