Pete Townshend, rock legend and guitarist extraordinaire for The Who, loves a little controversy. His latest jab came at the inaugural John Peel Lecture, put on by BBC 6 Music, where he called Apple a "digital vampire" bleeding artists. He made a number of points in a rambling, somewhat confusing diatribe, and I've been sorting through his thoughts in a few discussions since reading about it yesterday.
First up, he called file-sharing theft and a dilution of copyright. I love his line that "that people who downloaded his music without paying for it 'may as well come and steal my son's bike while they're at it'". I couldn't agree more.
As to Apple being a vampire skimming 30% off the lifeblood of artists, I think that's a stretch. iTunes is a store, and they have their own costs to cover. The deal is pretty comparable to most of the digital storefronts out there, and arguably lightyears better than the huge cuts and byzantine (yea nefarious even) accounting of the record labels over the years. The money from subscription services like Spotify and Rdio is absolutely terrible, in addition.
Townshend does lob one interesting notion out there though. In the spirit of John Peel's channel of open discovery for new artists on his renowned radio show, he suggests that Apple should hire label scouts and marketers to dig out and assist the best underground emerging artists they can find. Doing so would turn the massive iTunes spotlight away from major label artists that dominate the store's features and spread a little limelight to struggling lesser known acts. It's an interesting idea, and one that attempts to address the ongoing problem of finding good filters for music discovery. There is more music being made and distributed than ever before, which is tremendously exciting. Except that it's almost impossible to sift through it all. And the traditional outlets for discovering new music have become too homogenous (radio) or too outmoded and niche (magazines and print). We won't even talk about what's happened to music television.
Apple and other stores could take on this curatorial role more. As Now's Benjamin Boles suggested in a brief Twitter exchange we had, it'd be akin to what customers expect from an indie record store more than any other typical music store. But Apple and Amazon are probably not interested. Someone could really run with this idea but the thing about Apple doing it is their fantastic reach. iTunes pretty much is the world of digital music sales. Other stores like Amazon have a stake, but iTunes is much larger. And then there are the subscription services, which may yet allow for some kind of curation to unfold. I'm loving my Rdio subscription for checking out new releases. If the social dimension of Rdio and Spotify were to grow, something that Facebook is very keen to see happen, perhaps a bleeding edge of crowd discovery could occur there. Apple's Ping social network was a feeble attempt at just that. So very feeble.
The difference between a Facebook/Spotify model and a potential Apple/neo-Peel discovery channel is social (what are my friends listening to?) versus curated (though Townshend is at pains to note that John Peel gave pretty much any record at least one shot on the air). And that's where we're stuck today. How do you find something that's new *and* good?
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