Why do people pirate creative content
Microsoft: every fourth German is a 'pirate'
Copy from pirates!
Pirate copying contains the words robbery and copy, two key words that together could also be described as a bad word for a whole decade. One word cancels the meaning of the other and at the same time plays it down. Robbery, a clear word from the criminal code and subject to sanctions. Copying an everyday office process. So pirating has a bit of both and is therefore not really a criminal offense. This is an attempt to explain the problem, why many do not see illegal sucking as a criminal offense. The association of the word awakens: Illegal sucking of music. Games and films are also “pirated”, but the economic damage does not seem to be that significant. You'd rather watch a 3D film in the cinema than in poor quality on the cozy TV. The music industry was and is in fact the first branch of the economy to suffer massively from the “Internet” access to information that is always accessible. Who is to blame or share in it shouldn't be an issue here, and it probably doesn't matter either. Because everyone who is still involved and active in this industry will long have been looking for creative, future-oriented solutions. The fact that the Internet does not produce any stars is a marginal fact, because stars are usually still built by labels, agencies and the people behind them. If self-marketing were a successful model for music marketing, there would certainly already be many artists who would have become known in this way. But I can't think of many.
The issue of piracy is a relatively new problem for society as a whole. If you break away from the economic and technological perspective and add a sociological one, so if you allow yourself to leave a subjective point of view and take an objective one, a different perspective becomes possible and offers new ideas for solutions. If something is stolen on the one hand, there must be a shortage on the other. This is indeed a new situation in a market economy system. A market that, admittedly, exists differently than it was 10 years ago: Consuming music and facing the fact that this market is not adequately served. Now the problem is surely too complex to be reduced to the fact of supply and demand, nevertheless the thesis contains enough provocative explosives to derive further thought constructs from it, which can then lead to possible solutions.
Let us stay with this point of view for a moment. One possibility of offering free goods to the collective is the “open source” idea. The collective develops an idea and makes it available again. The participation of the worker in the means of production, according to Marx's philosophy. The only thing missing, but imperative for a market, is the intention to make a profit. Now the market-oriented system is lazy here and there, but is no longer really called into question, even from outside links. Profits need to be made, wages need to be paid, and people need paid tasks. Society can only insist on the pillars: economy, social affairs, law and culture. If you cut the economy pillar, society no longer functions. Incidentally, there would be no change in the consistency that exists at the moment, namely that music can be obtained for free. One would just have to stop law enforcement.
Another possibility is the further development of the Internet itself. Social media is the word for a change that turns the internet user into an actor, away from mere consumption and towards helping to shape it. We are not talking about personal status reports, which certainly communicate legitimate feelings, but about inspiration, targeted consumption, asking questions, giving complaints and stimulating dialogues. Direct marketing and real-time communication are still at the very beginning of a development whose relevance for the distribution of music cannot yet be foreseen. In the meantime the fact remains: the path of profit leads through the non-profit. The provider provides a general technology for free (i Tunes) the special customer request (the desired song title) must be paid for. This is the social, evolutionary technological level on which we are currently. A new technology leads to chaos in the market, creates new business models, these are then regulated by law and everything calms down again.
The pirate is supposed to be the source of inspiration. A type of person who is not criminal or illegal on their own, maybe has a family, a job and who also gets music for free. All in all, a full member of society. What it comes down to is a person who (still) has values. A need for safety, environmental protection, independence, personal development, etc. These values are relevant to the market and must be served. Every consumer, regardless of what he buys, consumes in addition to the actual utility value of a product, always an image, a need, a mental reassurance, security…. say something social, psychological, human. Only a product that takes this into account more and more in the future has a chance of being bought at all. The pirate is willing to pay money for it. One could say: "... The arena of capital is the social self ..." (Norbert Bolz). A label that exclusively uses CD packaging made of waste paper, a download portal that takes care of security risks against viruses, etc. All values that are "social" and are paid for.
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