It wasn’t long before fans starting “ripping” the CDs, while industry pundits screamed, “Ripping off” the artistes.[break]
“Whether it’s done purposefully for monetary gains or for sharing with their friends and family, MP3 files are directly responsible for dwindling album sales the world over, and Nepali music industry is no exception,” shared Santosh Sharma, Director of Music Nepal.
In the age of rampant cheap Chinese MP3 players, or iPod – for the ones with more discerning tastes – albums have ceased to be relevant.
However, Sharma is quick to remark that they have no qualms about technology but against the culture of file swapping that it ushered.
In an industry where the artistes are not financially sound, to start with, this new twist threatens to obliterate the local music scene.
Considering the situation, Music Nepal, in association with Nepal Music Industries’ Association, has launched an initiative to counter piracy by selling music tracks in USB drives and memory cards.
Priced at Rs 875 for the USB flash drive and Rs 675 for memory card, both offer 2GB storage capacity and one can purchase as many songs as they desire, for Rs 5 per song.
“The only long-term hope of dealing with this crippling trend of piracy is to offer fans a legitimate, equally convenient alternative. One can buy songs from our site, but we think the official download booths are easier and will promote buying among the listeners,” pondered Sharma who is aware that the venture has its share of critics.
Lyricist and co-owner of Gramo Music & Entertainment, Bhupendra Khadka, is adamant that selling MP3 in pen-drive is blatantly boosting piracy.
“When you buy the CDs and rip them, at least you have a physical aspect of the whole process – that is, many are deterred by that. But here you’re providing people with readymade MP3 files that they can easily swap and share.”
Khadka believes that this is a strategy of recording companies to bag money, by hooks or crooks, without thinking of its future ramifications.
Manoj KC, RJ at Hits FM 91.2, agrees, “There are some rare Nepali songs that you won’t get in the Internet, or even commercial radio stations, for that matter. Music Nepal’s repository of music is huge, and if you allow such easy access to them via MP3s, you’re going to make things worse.”
But in the midst of debates, the idea is already in motion. Phase one of the initiative is already operational. Five download centers in New Road, Balaju, Old Bus Park and Galko Pakha, Lainchor, are already selling digital music in Kathmandu.
“We’ll eventually clamp down on illegal sites and shops. We’re talking with local Internet service providers (ISP) and the police, but for now we’re providing fans a chance to buy music at nominal fee,” said Sharma.
According to a stat through a research done, there are more than 10,000 illegal shops in Nepal, 3,000 of them in Kathmandu alone, who pocket Rs 50 million annually.
A vision flawed in its execution is what Deependra Shakya of Cellroti.com believes. “Piracy can’t be stopped, period. It’ll evolve with technology and there’ll be a time when creative work such as music will be free. At a time when people have already gotten used to the idea that music is free on Internet, it’ll take a lot of persuading to start paying for it. I don’t see this venture leading positively anywhere.”
Sharma responds, “It’s a long-term goal. We aren’t just trying to make easy bucks. We want to create awareness in fans that they can access music at nominal fees, which isn’t much considering the amount they spend on snacks. But collectively, the generated amount can help artistes in their future endeavors, if not sustain them.”
Something is better than nothing is what veteran musician Nhyoo Bajracharya believes. He feels that music piracy hampers composers, lyricists and musicians.
“Singers have face value, he or she can perform and earn a living via stage shows and events, which are dime a dozen these days, but it’s the people behind the scene that get the raw deal in the bargain.”
Bajracharya adds that it’s high time we instill awareness in the general public about the repercussion music piracy has on creative people and is hopeful of the venture initiated by Music Nepal.
“You don’t stop making music just because you fear piracy. So how can we say it’s not going to work without trying it first? We aim to establish 1,000 download centers across Nepal in a span of one year,” shared an unwavering Sharma.
For a business which relies heavily on the sale, record companies would prefer to persuade their fans rather than antagonize them.
The industry is struggling to come up with a credible relationship with fans by embracing technology and business model that makes sense to developers and consumers of music.
How successful this one will be, only time can tell. But it sure is worth a shot!
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