Via BBC comes word that EMI Music will sell songs unencumbered by Digital Rights Management (DRM) schemes on iTunes beginning in May, with more digital music sites to follow. EMI will offer the so-called “premium” tracks at a higher price than the current 99 cents/track. The non-DRM’d tracks will have better audio quality, with a 256K bit rate, which Steve Jobs called “indistinguishable from the original source material.” That’s a debatable claim, but it’s twice as good current 128K AAC currently available.
A couple of pieces of very good news – iTunes customers who have previously purchased EMI tracks can upgrade them, for 30 cents each, to DRM-free. Also, the price to purchase entire albums will be the same. No word how that will work on the recently announced “Complete My Album” feature.
Is this the beginning of the end for DRM? Maybe. EMI CEO Eric Nicoli’s statements on the move are quite extraordinary given the industry’s prevailing attitude on the subject:
“We have to trust our consumers,” he said. “We have always argued that the best way to combat illegal traffic is to make legal content available at decent value and convenient.”
Apple CEO Steve Jobs shared the podium with Nicoli, and had this to say:
“This is the next big step forward in the digital music revolution – the movement to completely interoperable DRM-free music …”The right thing to do is to tear down walls that precluded interoperability by going DRM-free and that starts here today.”
Trust your customers? Tear down the walls? What on earth is going on here? It almost gives one hope.
If customers bite, it means big bucks for Apple and its industry partners, says ZDNet’s Dan Farber and Larry Digman:
Why will the music industry follow EMI’s lead? Let’s do the math.
Say I have 1,000 songs purchased on iTunes with the DRM. Let’s assume all of those songs are EMI tunes. I hate DRM so I’ll spend 30 cents a song to ditch DRM for a total of $300. Multiply that by a million customers and you get $300 million.
That won’t happen overnight, but you can see the sales adding up for the music industry.
For Apple, the math looks like this: More music downloads.
Listen to the podcast. Note: the first several minutes are standard EMI promo stuff, with an advance listen to a Chemical Brothers track.