August 18, 2003
The economics of CDs and DVDs

This Guardian has a story today about how the Internet, instead of wrecking the music industry, is reviving it, by forcing it to lower its CD prices.

But the economics of the Guardian piece is all over the place. Success is defined as total money spent, which, now that people are spending the same amounts of money on more and cheaper products, is holding up. Profits are falling, says the story, but that doesn't matter.

Oh yes it does. The record companies may be shifting their existing product at fire-sale prices, but these numbers won't encourage them to record new stuff.

For the time being, they can still make some money with their biggest selling pop artists. But the future of the music industry remains uncertain.

I've been noting the fall in classical CD prices for some time. I can't help noticing that sellers of CDs are now aware that one of my alternatives is to get hold of a copy of the CD in question by borrowing and copying it. The morals of this may be as wobbly as the Guardian's economics, but wobbly morals, unlike the grim certainties of economics, don't stop things happening. The basic, low-as-it-gets price for a quite decent but long available classical CD is just £. This compares very favourably with the bother of copying. That's what I paid, for example, for a very decent recording by Maria-Joao (sprinkle Spanish squiggles to taste) Pires, of Mozart's piano concertos 13, 14 and 23. Before ubiquitous CD burners, this would have set me back £3. at least.

It's the same with books. The price of books very exactly reflects the bother of photocopying from a legitimate copy, both in terms of how easy it is to get hold of a copy, and how easy it is to actually photocopy it. Not very, which is why remaindered books can still fetch several quid, despite their low tech nature – in fact because of it.

What's holding CD prices up, still, is that there are still plenty of listeners out there who can't be doing with this internet malarkey and still want to have an entirely separate system for music to the system they have for internet surfing or emailing or doing their homework. I'm one of these neanderthals. Soon we will all be dead. As we die, the Internet will gradually mutate into one vast, free, jukebox. For many it's that already. But not me. I like CDs. I like the idea of owning music, in the form of an object for each clutch of pieces. I feel about CDs what an earlier generation felt about LPs and what an even earlier one than that felt about 78s.

But I'm noticing that with movies my psychology is different. The knowledge that truly high definition movies for the home are yet to arrive, and the fact that a favourite movie does not immediately demand to be watched four more times (while a treasurable new CD demands exactly that), all make me less bothered about owning movies on DVD. If their purchase price resembles the cost of hiring, I'll buy. Over about twelve quid, forget it.

It doesn't help that DVDs come in ludicrously space-consuming boxes. At some point, I might seriously consider switching all the movies I do own on DVD into CD-type jewel cases. I mean, what nincompoop thought, after the electronics industry had sweated blood to get the info boiled down into a beer mat, that the way to package DVDs was to make them take up as much space as possible. I guess, what with VHS tapes, they were just addicted to big fat rectangles.

Plus, I suppose when they introduced DVDs they reckoned they'd charge forty quid for each one and that the average punter would own about twenty of them in his entire life.

But we punters are smarter than that. We know that the marginal cost of copying a movie is zero, near enough, no matter how many gazillions they may spend making the damn movies in the first place. We always knew, having watched the price of CDs drift downwards over the last two decades, that DVDs would soon move downwards too, and if they are still asking twenty quid for a favourite movie, to hell with them. We only buy a quarter as many of the damn thing. Ergo, DVD movie prices have plunged a lot more quickly than CD prices.

Soon there will be DVDs in the charity shops, just as there have long been quite decent CDs there.

The longer term future of both music making and movie making will become much more dispersed, and diverse. More will be done by people who just want to make music or make movies. Money will still be just as important, but in a different way. The typical customer of the new age will not be a passive listener or watcher, but an active creator.

A bit like blogging. We don't make money with our blogging. We are the customers – for bandwidth, for blogging software, for cameras and flash cards so we can decorate our blogs, for designers who can tart up the look of our blogs, for nicer screens, for nicer speakers to play each others' tunes.

The new age, in other words, will not be an age in which canned music and canned movies make the money. What will make the money will be the cans and the canning equipment. The instruments.

That's enough. Probably already too much. Sorry if it was all too boring and obvious.

Posted by Brian Micklethwait at 09:12 PM
Category: BloggingClassical musicMoviesMusic miscellaneousTechnologyThe Internet