U2, already the most hated band in the world thanks to its invading millions of iOS devices with unsolicited files, isn’t stopping. An article on Time‘s website tells us, in vague terms, that
Bono, Edge, Adam Clayton and Larry Mullen Jr believe so strongly that artists should be compensated for their work that they have embarked on a secret project with Apple to try to make that happen, no easy task when free-to-access music is everywhere (no) thanks to piracy and legitimate websites such as YouTube. Bono tells TIME he hopes that a new digital music format in the works will prove so irresistibly exciting to music fans that it will tempt them again into buying music—whole albums as well as individual tracks.
It’s hard to read this as anything but an attempt to bring digital rights management (DRM) back to online music distribution. Users emphatically rejected it years ago, and Apple was among the first to drop it. You haven’t really “bought” anything with DRM on it; you’ve merely leased it for as long as the vendor chooses to support it. People will continue to break DRM, if only to avoid the risk of loss. The illegal copies will offer greater value than legal ones.
It would be nice to think that what U2 and Apple really mean is just that the new format will offer so much better quality that people will gladly pay for it, but that’s unlikely. Higher-quality formats such as AAC have been around for a long time, and they haven’t pushed the old standby MP3 out of the picture. Existing levels of quality are good enough for most buyers, and vendors know it.
Time implies that YouTube doesn’t compensate artists for their work. This is false. They often don’t bother with small independent musicians, though they will if they’re reminded hard enough (as Heather Dale found out), but it’s hard to believe that groups with powerful lawyers, such as U2, aren’t being compensated for every view.
DRM and force-feeding of albums are two sides of the same coin of vendor control over our choices. This new move shouldn’t be a surprise.