Whom do we owe for that song?

After engaging in a stimulating discussion about the value of music on a friend's Facebook page, I thought I'd expand my thoughts to an essay. The discussion was prompted by this blog entry by musician David Lowery, which was prompted by Emily White's article for NPR. White, who is 20, explains that most of her huge music catalog consists of songs ripped from friends' CD, from promotional CDs she had access to while working at a radio station, and some songs that were illegally downloaded. She also explains that what she and her age cohort desire as much as the music itself is convenient access to the music. Lowery, along with my friend on Facebook, claims that White and her ilk fail to grasp how their unwillingness to purchase albums hurt artists. Its not quite clear from White's short piece whether she'd be willing to pay for all her music through Google Play or ITunes or some service that gave some of its revenue to the artist. But Lowery makes it clear that there are many people White's age who go out of their way to justify illegally downloading music (or downloading music from companies that don't give the artists a big enough cut of the profits). Ultimately, so the argument goes, they are exploiting artists.

My counter-argument rests on the notion of replace-ability. An artist may spend hundreds of hours working on an album which is then downloaded by millions of consumers and, in some cases, the artist may not see a dime, or may see a tiny fraction of the profits that ITunes, GooglePlay, or whomever is putting ads on Kazaa reap. I'll admit, this sounds hideously unfair to the artist. After all, the artist created the content and the artist is wildly popular. The consumers, seemingly, demand the artist's music. However, things aren't that simple.

As White points out, part of every young consumer's desire for music (and make no mistake, they desire music as much if not more than generations before them) is a desire for convenient music. Their decision to download the music of a particular artist seems to indicate that they love that artist and value their music. They may also tell you how much they love the music of that particular artist. But ultimately, we don't know the degree to which their decision to download the music of that artist was desire for that artist's music and to what degree it reflected their desire for convenient music of any kind.

The fact of the matter is that creating music that others will want to listen to is so inexpensive now that if one artist wants more money, either from the consumers or from distributors or aggregators of content like Google Play or ITunes, consumers or aggregators do not have to pay more. They can simply find music by someone who wants less money. Increased competition prompts us to re-consider the value of listening to particular artists or particular kinds of music. My feeling is that the ability to create music that people will want to listen to is not as rare as the ability to distribute it, make it searchable, and make recommendations that anticipate consumer demand, or the ability to help "brand" the music in such a way that consumers understand that listening to that particular music is a mark of social distinction.

In fact, I'm not convinced that it was ever particularly rare. Who's to say that every town didn't have its talented musician, none more capable of generating listenable music than the other? Corporations like Apple, Amazon, and Google know that most people want cheap, easy access to music and that there will likely always be another artist who will give away their music for free for the chance to become famous if this particular artist, or a hundred or a thousand artists, does/do not want to. Once musicians become popular, they become rare, and become worth compensating. But, it could be argued, they did not become popular because they possess some rare talent. Its possible that the rare and valuable commodity of the popular artist was created by handsomely-compensated talent scouts, content aggregators that used patented algorithms to put their songs in front of taste-maker bloggers, and some element of chance. In such a case, the artist at the center of it all could've been any artist.

I've discussed this view with friends, and some of them are skeptical that anyone could create music good enough to become popular. I suppose I'm not claiming that anyone could do it, but I'm questioning the reasoning of Lowery and others that the number of downloads or searches for a particular artist are at all indicative of a collective desire for the music of that particular artist rather than a collective desire for something to dance to, to empathize with, to sing along to with friends. Preliminary evidence from Netflix subscriptions suggest that people are willing to pay a premium for high quality video content, and there are only so many people who can make high-quality video content, so the content creators can and should expect a bigger cut of the profits. But does this apply to the average career musician? We need to think more about how to assess the replaceability of a musical artist's work before determining its value.