RIAA implanta material publicitário em redes p2p

Um vídeo ao vivo de Jay-Z, parte de uma campanha da Coca-Cola, foi implantado em redes p2p propositadamente, pela própria indústria. Depois de arquivos falsos (que todo mundo sabe, correspondem a um esforço patético e pouco eficaz de sabotagem), é a vez de publicidade direta. Da qual o Jay-Z não precisa. Enquanto isso, uma banda desconhecida, Ten Kens, ainda sem gravadora, estoura no Top 10 do OiNK esta semana, com um belo disco.

[quote=Wall Street Journal]A video clip from Jay-Z's live concert in June at Radio City Music Hall is popping up on all sorts of illicit music-sharing hotspots. But Jay-Z isn't upset.

That's because the rapper, at the request of Coca-Cola Co., agreed to allow distribution of the eight-minute clip -- which included promotions for Coke -- on the peer-to-peer sites, using technology usually used to thwart music pirates.

The unusual alliance demonstrates a new tack being taken by the music industry to deal with the challenge posed by widespread music piracy. For years, the industry has been suing individual downloaders and file-sharing services, hoping to discourage the practice. In a tactic little known outside the music industry, record labels have also started to hire outside companies to plant "decoy," or fake, files on the sites. (One such company, ArtistDirect Inc.'s MediaDefender, says it has deployed decoys for as many as 30 of the top 100 Billboard songs at any given time.) The decoy files frustrate users because they fail to download even though, thanks to the companies' technical expertise, they often claim the top spot in search results for a tune.

But now there's a growing recognition among some record executives and performers that the people who are downloading illegally are frequently huge music fans and that marketing to them may be more desirable in the long run than suing or otherwise harassing them.

Hence the alliance between Jay-Z and Coke. By inserting promotional material into the decoy files, and then planting those files prominently on file-sharing sites, record labels and other marketers can turn what is now an antipiracy tool into an advertising medium. "The concept here is making the peer-to-peer networks work for us," says Jay-Z's attorney, Michael Guido. "While peer-to-peer users are stealing the intellectual property, they are also the active music audience," and "this technology allows us to market back to them."[/quote]

Note o uso do termo "stealing" pelo advogado de Jay-Z. Mas não deixa de ser um progresso, e uma confissão velada de que eles têm consciência de que as redes vieram para ficar.

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