Suretone To Distribute Vids Via File-Sharing Nets
February 20, 2007 at 5:45 AM (PT)
SURETONE RECORDS, a label distributed by the UNIVERSAL MUSIC GROUP, plans to distribute video files featuring acts like WEEZER and new bands like DROP DEAD GORGEOUS on file-sharing networks that the industry has long viewed as illicit bazaars for pirates.
Unlike the music audio and video files that major labels sell at services like iTUNES, the video files will not be wrapped in protective software to limit copying, executives say. But they will also be incomplete: Users who download them will see perhaps half the video and will be directed to the label’s own website to watch the complete version -- and the advertising planned to run alongside.
"At the end of the day the whole object should be, let’s fix the problem," said JORDAN SCHUR, who set up the SURETONE label last year as a joint venture with UNIVERSAL after leaving GEFFEN RECORDS. "We know people are stealing music. We’re not going to sit in judgment of them and say, ‘Well, they’re bad.'"
The label’s files are being distributed online in an arrangement with ARTISTDIRECT’s "MediaDefender" unit, which is better known as a contractor hired by labels to place fake, or decoy, versions of songs or other media files on file-sharing networks to thwart would-be pirates.