Convenience Wins, Hubris Loses and Content vs. Context
"...Amazonâs finally done what was clearly the right solution in 1999. Music in the format that people actually want it in, with a Web-based experience thatâs simple and works with any device. I bought tracks from Amazon...downloaded them, syncâd them to my new iPod Nano, and had them playing in my home audio system in less than five minutes. PRAISE JESUS. It only took 8 years...How much opportunity have we lost in those 8 years?..."
Full text of the speech after the jump.
"Hello. My name is Ian Rogers. Iâve been building digital media applications since 1992, dropped out of a Computer Science PhD program to tour with Beastie Boys in 1995, and have been purchased by both AOL and Yahoo! in the ten years since then, with a stint running the new media department for a record label in the middle. Currently I work at Yahoo! Entertainment on Yahoo! Music.
First, a question: How many of you have tried Amazonâs MP3 download service?
Back in 1999 I ran Winamp.com for Rob and Justin. Napster came on the scene and we thought, âWow! Thereâs a market for MP3s!â We had millions of people using Winamp, visiting Winamp.com for skins and plugins â it was by far the largest community of MP3-lovers. We naively and enthusiastically suggested to labels that weâd be a great place to sell MP3s. The response from the labels at the time was universally, âWhatâs MP3?â or âUm, no.â
Instead they commenced suing Napster. We were naive to be sure, but we were genuinely surprised by the approach. Suing Napster without offering an alternative just seemed like a denial of fact. Napster didnât invent the ability to do P2P, it was inherent in TCP/IP. It was like throwing Newton in jail for popularizing the concept of gravity.
Nullsoft subsequently built and prematurely released a program called Gnutella which became the basis for true P2P of the coming years. When Tom Pepper told Time Magazine that Gnutella was for âsharing recipesâ he really said it all: This is so much bigger than just sharing music. This is physics. Itâs trivial for one person to transfer bits from one person to another. Trivial. Unstoppable. PUT YOUR ENERGY ELSEWHERE, we thought out loud.
I caught a lot of heat from my music industry friends for Nullsoftâs Gnutella leak. In a long and impassioned email in 1999 I wrote to everyone I knew in a band, at a label, or music journalism (whatup, Jay!) and urged them to sell their content to their users in the format they were asking for: MP3. Make it easy, I wrote, and convenience will beat free.
Well, we (you included) did lots of other things instead. While running âNew Mediaâ at Grand Royal I released the first day/date digital/physical release with At The Drive-Inâs âRelationship of Commandâ. Thanks to EMI requirements (hi Ted! hi Melissa!) it was DRMâd WMA and we sold about 12 copies in the first month, probably all to journalists. Years later I helped Yahoo! build Yahoo! Music Unlimited, a Windows Media Janus DRM-based subscription service. Record labels for their part participated in no end of control experiments: SDMI, Liquid Audio, Pressplay, Coral, etc, and they continue to this day.
But now, eight years later, Amazonâs finally done what was clearly the right solution in 1999. Music in the format that people actually want it in, with a Web-based experience thatâs simple and works with any device. I bought tracks from Amazon (Kevin Drew and No Age), downloaded them, syncâd them to my new iPod Nano, and had them playing in my home audio system (Control 4) in less than five minutes. PRAISE JESUS. It only took 8 years.
8 years. How much opportunity have we lost in those 8 years? How much naivety and hubris did we have when we said, âif we build it they will comeâ? What did we spend? And what did we gain? We certainly didnât gain mass user adoption or trust, two prerequisites to success on the Internet.
Inconvenient experiences donât have Web-scale potential, and platforms which monetize the gigantic scale of the Web is the only way to compete with the control youâve lost, the only way to reclaim value in the music industry. If your consultants are telling you anything else, they are wrong.
Yahoo! Music demonstrates this scale discrepancy perfectly. Yahoo! is the worldâs #1 Internet destination. Hundreds of millions of people visit Yahoo! each month. Yahoo! Music is the #1 Music site on the Web, with tens of millions of monthly visitors. Between 10 and 20 million people watch music videos on Yahoo! Music every month. Between 5 and 10 million people listen to radio on Yahoo! Music every month. But the ENTIRE subscription music market (including Rhapsody, Napster, and Yahoo!) is in the low millions (sorry, we donât release subscriber numbers, but the aggregate number proves the point), even after years of marketing by all three companies. When you compare the experiences on Yahoo! Music, the order of magnitude difference in opportunity shouldnât be a surprise: Want radio? No problem. Click play, get radio. Want video? Awesome. Click play, get video. Want a track on-demand? Oh have we got a deal for you! If youâre on Windows XP or Vista, and youâre in North America, just download this 20MB application, go through these seven install screens, reboot your computer, go through these five setup screens, these six credit card screens, give us $160 dollars and POW! Now you can hear that song you wanted to hearâ¦if youâre still with us. Yahoo! didnât want to go through all these steps. The licensing dictated it. Itâs a slippery slope from âa little controlâ to consumer unfriendliness and non-Web-scale products and services.
But this isnât news, nor is it particular to the digital age. History tells us: convenience wins, hubris loses. âWho is going to want a shitty quality LP when these 78s sound so good? Who wants a hissy cassette when they have an awesome quadrophonic system? Who wants digitized music on discs now that we have Dolby on our cassettes? Who wants to listen to compressed audio on their computers?â ANSWER: EVERYONE. Convenience wins, hubris loses. [check Fredric Dannenâs comments here]
Iâm here to tell you today that I for one am no longer going to fall into this trap. If the licensing labels offer their content to Yahoo! put more barriers in front of the users, Iâm not interested. Do what you feel you need to do for your business, Iâll be polite, say thank you, and decline to sign. I wonât let Yahoo! invest any more money in consumer inconvenience. I will tell Yahoo! to give the money they were going to give me to build awesome media applications to Yahoo! Mail or Answers or some other deserving endeavor. I personally donât have any more time to give and canât bear to see any more money spent on pathetic attempts for control instead of building consumer value. Lifeâs too short. I want to delight consumers, not bum them out.
If, on the other hand, youâve seen the light too, thereâs a very fun road ahead for us all. Lets get beyond talking about how you get the music and into building context: reasons and ways to experience the music. The opportunity is in the chasm between the way we experience the content and the incredible user-created context of the Web.
By way of illustration (and via exaggeration), in a manner of speaking iTunes is a spreadsheet that plays music. Itâs context-free. You just paid $10 for that album â who plays drums? I dunno, WHY DONâT YOU GO TO THE WEB TO FIND OUT, BECAUSE THATâS WHERE THE CONTEXT IS.
But the content experience on the Web is crap. Go to Aquarium Drunkard, click an MP3. If you donât get a 404, youâll get a Save Asâ¦ dialog or the SAME GOD DAMN QUICKTIME BAR FROM 1995. OMFG. ARE YOU KIDDING ME? THIS IS ALL WEâVE ACCOMPLISHED IN 15 YEARS ON THE WEB? It makes me insane.
So we have media consumption experiences with no context (desktop media players) and an incredible, endless, emergent contextual experience where media consumption is a pain in the ass, illegal, or non-existent (the Web). FIX IT. Your fans are pouring their music-loving hearts into blogs, Wikipedia, etc and what tools have you given them to work with? Not much, unfortunately.
This is what Iâm vowing to devote my energy, and Yahoo!âs energy to.
Lets envision the end state and drive there as quickly as possible. Lets not waste another eight years on what is obvious today. Lets build the tools of a healthy media Web and reward music-lovers for being a part of it.
In the end you get what you pay for. I wonât spend another dime paying engineers to build false control, making listening to music harder for music-lovers. I will put all of my energy into making it easier and making the experience better. I suggest you do the same.
Thanks for listening.