May 5, 2008 | By Peter Bihr |
Please note: What’s about to follow is a rant. It’s also advice to music labels. Short-short version, dear content traders: Make your stuff more easily available.
This is a story of a sucky customer experience. As customers and experts alike will tell you, users like to rock, not to suck.
Buying music online is supposedly easy. Or so you’d think. And indeed it can be, as I learned from the awesome music subscription at emusic.com, where I get 30 tracks per month. (I love it!) Alas, emusic.com doesn’t have access to all the music out there, so if you’re looking for something in particular you might end up with zero search results there.
So let me try to briefly describe my journey – trying to buy a normal, major-label pop album.
First up, iTunes, as linked to from the original Gnarls Barkley website. I’m sure there it would have worked, but since iTunes writes your email address into the files you buy, I don’t really feel like buying there. I don’t know if having my email address in my music would cause any harm as of now, but I’m almost sure any kind of (even stripped-down) DRM is inherently evil and will lead to trouble at some point. There goes iTunes.
Second stop, 7digital, “The Home of MP3 Downloads”. 7digital has the album, even though the price (7.99 British Pounds) seems a bit steep for a digital download. But ok, I’m willing to cough up the price for a regular physical CD even though distribution costs equal nearly zero for the label. Why not. Hey, you need to sign up to their service instead of just buying through your credit card. Ok. Wow, even the newsletter signup is opt-in. Unless, of course, you don’t fill out all the form fields – after showing me an error message, the newsletter was suddenly ticked, I didn’t notice after having it checked beforehand and clicked, and all of a sudden had a 7digital account and a newsletter I didn’t want. As a user, I simply didn’t want to feel like being tricked into a newsletter while buying a simple music album and, slightly grumpy at this point, canceled the purchase.
Third, good ol’ amazon. The US version, amazon.com, offers The Odd Couple for an amazing $5.00. How awesome is that? I was already sold. I even agreed to download the Amazon Download Manager. For whatever reason I would need that I still haven’t figured out. After it was installed and I clicked the Buy button — nothing. Not living in the US, I’m excluded from music downloads. Books aren’t a problem, neither are electronics. But digital goods, those zeros and ones, no way.
Fourth, disappointed from the amazon.com experience, I went back to the German amazon store, amazon.de. I could have spared myself the effort: In Germany, Amazon doesn’t sell music downloads.
From there it went downhill. Where I found DRM-free Gnarls Barkley music, it was their old album, which is great, but wasn’t what I was looking for.
My conclusion? I tried to pay you money for music. I tried hard, and annoyingly long. As long as this kind of effort doesn’t allow for a legal, DRM-free download, the music industry has no reason whatsoever to complain about losing sales. As bloggers and press people learn early on: Make your stuff available. Make it easy to get it. That is the first and most important rule when trying to increase your reach and your sales, or when you simply want to get your message out. Music labels, learn this lesson. If you hide your goods or don’t bother making them more convenient to use, those regular folks out there (us!) won’t bother either.