[LINK] Record Labels Turn Piracy Into a Marketing Opportunity

Pilcher, Fred Fred.Pilcher at act.gov.au
Thu Oct 19 13:54:51 AEST 2006

Vic posted:
> Hence the alliance between Jay-Z and Coke. By inserting promotional
> material into the decoy files, and then planting those files 
> prominently
> on file-sharing sites, record labels and other marketers can turn what
> is now an antipiracy tool into an advertising medium. "The 
> concept here
> is making the peer-to-peer networks work for us," says 
> Jay-Z's attorney,
> Michael Guido. "While peer-to-peer users are stealing the intellectual
> property, they are also the active music audience," and "this 
> technology
> allows us to market back to them.""

It's an interesting concept.

The marketers' identification of the demographic is probably accurate, but intentionally fooling their best customers by inserting decoys may not be the best way to win the hearts and minds. I can imagine that their reaction may be to resent the advertisers and avoid their product. Not that I'd know, of course.

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