When it Comes to Music Piracy, Millennials (Sort of) Get it

Authored by Scott Goldberg on April 12, 2007 - 3:36pm.

The RIAA claims that its discount settlement system for students suspected of illegally sharing music online is working. What exactly “working” means, we have no idea. One thing I’ve gathered from our documentary about the Millennial Generation, however, is that although kids are more aware of the consequences of illegal file sharing today than they were, say, 2 years ago, the most common answer to the question “How do you get your music?” is “No comment.”

But given the RIAA’s well publicized efforts, why would any student continue risking a hefty fine? It can’t simply be youthful rebellion, can it? Cigarette smoking is a rebellious activity, but it doesn’t come with a $5,000 fine if you’re caught.

Two takeaways are clear from our documentary interviews: 1) Students are aware of the RIAA’s appetite for suing Millennials, and 2) They continue to use illegal sources to get their music fix anyway.

Unlike the tobacco industry though, the RIAA can’t punish the product producers. After all, they represent the product. And whereas tobacco companies are constantly on trial in the court of public opinion for marketing and selling a harmful product, the RIAA has turned the consumer into the perpetrator.

But is that right? And what do Millennials think of it? They’re only using the tools available to them, so can they really be blamed? The answer many give is that yes, they understand the RIAA’s intentions…but… No comment.

Perhaps the music industry is at fault for failing to capitalize on such an intense demand. They’re in a position other industries would kill for: they have the full attention of Millennials. An industry based on creativity and ideas should, we would expect, come up with something enticing enough to warrant a price. It appears, at the moment, such a product doesn’t exist.

At next week’s Millennials Conference, five Millennials will sit on an afternoon panel to discuss this topic, in addition to many other pressing issues of the day. I’m curious to find out, as the five sit in a room full of executives wondering why they pirate music, what the answer to another question would be: If you worked in the music industry, what would you do? Perhaps the answer is easier than the RIAA and major labels would guess.

Scott Goldberg