Today’s Digital Music Forum East conference in New York started off with a talk by Jim Griffin, who is working with Warner Music to launch a new project that goes by the name Choruss. Choruss is designed to provide campuses with blanket licenses to music based on the model of current collecting societies. Details on the system have been a bit vague, and Griffin’s talk made it clear why: there will be no single system. Choruss will act as an incubator and testbed in the same way that the Isle of Man hopes its government-sanctioned program will.
Speaking to an audience composed largely of members of the music industry, Griffin wasted no time in hammering home why that business really needed to be experimenting. “Music is awash in Tarzan economics—we’re barely hanging on to the frayed line that keeps us off the jungle floor,” he said, arguing that music needed to find a new vine, and quick. The music industry is still focused on products but, in Griffin’s view, “the market for music products has fallen and can’t get up.”
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