A Better Music Solution:

I love music and have been an avid collector since I was a young boy. When I started collecting music everything was on LPs. Wax will always remind me of my introduction to new artists and music styles. As time went on I moved to cassette tapes (now I can play my music in the car!). Next came CDs, instant access to each track and better sound quality.

I now own over 1,000 CDs and am faced with a new question:

Do I really want to rip each CD in my collection to place my music in a digital library or do I want to visit Itunes and Repurchase every song all over again. Certain titles I have already repurchased three times already. With the sheer volume that I now have I am not looking forward to either the cost or the process!

I realize that the RIAA has serious concerns about consumers downloading music through Peer to Peer Networks, and I agree that consumers should pay for the creative content, but I am concerned that there are several consumers in my same situation that the market has yet to address.

This is why I propose the following:

Digital Music Rights:

First let me define the terminology: Digital Music Rights refers to the right to have access to "Ripped" creative content. These rights would follow an individual and would have commercial value. The existing model only refers to Physical rights – which has incorporated into it the inferred presence of the Digital Rights. Most would agree that if I purchase a CD, I have the right to rip this content and place it on my MP3 Player.

Now for the proposal:

I propose that Best Buy partner with Itunes, Napster, or Emusic to deliver a more balanced solution.

Stage 1:Each consumer would bring in his entire CD collection to Best Buy to be cataloged. Each CD would have its UPC scanned and logged into the Best Buy System. The CDs would then be stamped with a permanent "BB" to prevent additional scans.

Stage 2:Best Buy then electronically transfers the data to Itunes, Napster, or Emusic where a large data file including Liner Notes, Lyrics, and Cover Art is prepared.

Stage 3:The consumer would then be provided a unique UserId and Password to visit Itunes, Napster, or Emusic and download the music and content they already have.

Best Buy:Best Buy may want to limit this program to Reward Zone Members. This way they already have a file with all of there purchasing habits created. Best Buy could then use this information to help cater sales materials and special promotions that meet specific consumers musical tastes. In addition, this entire program could help to bolster additional sales of MP3 Players.

One word of caution: Best Buy should be careful not to champion one type of MP3 player over another. Ipod may be the one of choice, but what about the person who just purchased a Dell version or better yet a Sony PSP or a large capacity SD Card for their HP Ipaq?

Music storage comes in many formats this program should not be limited to a specific purchase.

Music sites may be limited due to ability and desire to participate by the site sponsors. This Best Buy has no control over. I'll discuss this more in detail in the "Music Websites" section.

Best Buy could go on to partner with these websites to communicate with consumers about artist release dates and special edition CDs. Consumers who purchase the CD at Best Buy could get the added convenience of having their new purchases automatically added to their Digital Music Rights Portfolio. The consumer would automatically have the digital information forwarded to them. Additional consumer value at no additional cost to either Best Buy or the Music Website.

I think it is important to note that this proposal largely uses existing resources. Best Buy already has an electronic file on each member through the Rewards Zone Program. I am merely giving them another way to use it to add value to the customer. Most of the UPC codes are already entered into the Best Buy system. I am sure some accommodations will need to be made for those titles not captured in their database as well as those with unique codes such as those manufactured through BMG. I am sure that there is a fair way to get access to this information through several of the online CD Databases available today. At the very least Best Buy should allow the consumers to fill in the missing information online and build there own database within the online music community.

One last important note:. If I have purchased an MP3 player, chances are that I already have visited a Music Website or soon will. Consumers may want to download MP3s, but I still want to maintain my Physical CD collection. Best Buy can effectively drive consumers to the web without undermining their existing music business. The additional value Best Buy could offer through frequent buyer programs and customized promotional programs would help them become my supplier of choice for my Physical Collection

Music Websites:I struggle with which websites would support this proposal. Itunes may approach this as a proactive solution to maintain leadership, however there is a stronger incentive for its competitors to use this strategy to gain ground and market share. Ultimately these websites want consumers to come purchase music, but they also want the consumers to come and experience their portal and community. These additional features help to add value and may make each consumer choose one portal over another. I mentioned earlier that the selection of a Portal may depend on which websites wish to participate. The ideal situation would be for each website to compete for consumers and their loyalty. This would help develop communities within the sites and the competition would enrich the offerings.

The websites will derive a lot of the same value that Best Buy has: Access to a consumers collective listening history. This would allow the site to propose special downloads from a particular artist or propose new artists that the consumer has yet to hear. More importantly with immediate and frequent access, the websites would be able to better develop a stronger connection with its membership.

This proposal does begin to bring up some interesting questions and consequences that need to be addressed:

The secondary market could now begin to further segment its offerings and offer pricing for Physical Rights, Digital Rights, or a value proposition for those who purchase both.

These Digital Rights will now have value and as such could be sold or bequeathed.

The music model will lead the way for the Movie Model. Will the RIAA and MPAA both agree?

This is just a proposal (one I wish was in existence today) –

I do plan to forward this to the following email addresses:

rewardzone@bestbuy.com

Itunes: Posted in Web Form - No Email Address Available.http://www.apple.com/support/itunes/musicstore/buy_troubleshooting/#form

Napster: Posted in Web Form - No Email Address Available.http://www.napster.com/quickhelp.html

Emusic: Posted in Web Form - No Email Address Available.http://www.emusic.com/contact/other.html

What do you think of this idea or comment?
(You can change your vote at any time)

I agree

No opinion

I disagree