????事情的真相是,，就在音樂聽眾和家庭用戶紛紛用上數(shù)字格式時,，音樂產(chǎn)業(yè)卻開始陷入了紛爭不斷和相互指責中,，同時又指望著華盛頓當局出臺能應付亂局的管理辦法,。但是,，這些如今大名鼎鼎的音樂唱片公司都是花了血本才獲得這些音樂資源的,，所以消費者別指望能從其中任何一家獲得他們喜歡的歌手的所有單曲。為此Spotify不得不在“常見問題解答”（FAQ）中費盡口舌,，解釋這個微妙的問題——為什么自己的樂庫中沒有披頭士（Beatles）,、齊柏林飛艇（Led Zeppelin），金屬樂隊（Metallica）,，平克?佛洛依德和以及黑鍵樂隊（Black Keys）這種新興樂隊的專輯,。

????解決之道？

????目前的問題完全是規(guī)?；挠绊懥υ斐傻?。眼下音樂公司顯然占據(jù)了上風。但行業(yè)研究專家相信,，隨著政府的有效介入,，比如頒布新法案，促使數(shù)字版權(quán)分配更為公平,，數(shù)字音樂的普及率逐年增長,，億萬人群催生出規(guī)模和Facebook用戶一樣龐大的用戶群，規(guī)?；牧α繉饾u有利于這些數(shù)字音樂服務供應商,。

????庫薩克稱：“過去，新的存儲格式帶來新營收,。從唱片變成8軌軟片,，再變成盒式磁帶，再變成CD,，都是如此,。但MP3的出現(xiàn)讓這一慣例戛然而止。新格式確實在一定程度上不斷普及了,，但行業(yè)收入?yún)s被甩到了后面……隨著用戶人數(shù)持續(xù)大規(guī)模增長,，那些推出訂閱服務的企業(yè)和新晉藝人只要不按行業(yè)規(guī)則出牌，就有更大能力影響全球性的合約,，并獲得更有利的條件,，這對每個人來說都是好事?！?/p>

????在線音樂的另一個潛在市場是捆綁產(chǎn)品,。在庫薩克看來，威瑞森公司（Verizon）和美國電報電話公司（AT&T）打算在手機上綁定的一項超值音樂服務前景看好,。這種增值服務就像短信或大數(shù)據(jù)包一樣,，是一種簡單的擴展。它能讓網(wǎng)絡(luò)服務提供商（ISP）和手機服務供應商的網(wǎng)絡(luò)上增加內(nèi)容,。Muve Music和Cricket Wireless目前已開始合作提供這項服務,。作為一家名氣不大,，不提供簽約服務的運營商，Cricket向用戶提供Muve的音樂服務,，只需花上10美元,，就能無限量下載音樂。不久以后,，它還會在幾款使用Android系統(tǒng)的手機上提供這項服務,，且不再另外收費。Pandora或Spotify也會跟進嗎,？如果Cricket Wireless的這項綁定服務能指明行業(yè)發(fā)展方向,，那么更大規(guī)模地向移動設(shè)備進軍很可能會成為這個行業(yè)下一步的重大行動。

????譯者：清遠

????What did happen was adoption of digital formats by listeners and home users, while the industry has been fighting and finger pointing, and looking to Washington for regulatory solutions. Yet, these now-name-brands are paying through the nose to have music content available, and consumers are never guaranteed to have every music artist they love on any one single entity. Spotify has to explain in its FAQ this delicate issue of not having the Beatles, Led Zeppelin, Metallica, Pink Floyd and releases by newer acts like the Black Keys in their library.

????The solution?

????It all starts with scale of influence. Right now, the music companies have the upper hand. But industry watchers believe between favorable government intervention -- as in new laws adapting to more fairness in digital rights, continued year-over-year adoption rates and Facebook-sized user bases in the hundreds of millions of users -- will tip the scale toward those music services.

????"In the past, new formats brought new revenue. Vinyl became 8 track became cassette became CD. Yet that didn't happen with MP3s," said Kusek. "The adoption of the format did to some extent, but the revenues didn't follow... The subscription players and new artists not playing by the industry rules will have more ability to influence global contracts and gain more favorable terms that will be good for everyone as users continue to scale."

????Another potential market for online music is as a bundled product. Kusek sees a future where Verizon or AT&T bundle a premium music service with mobile devices so it's a simple add-on like texting or larger data package. This would allow the ISPs and phone service providers to get content on their networks. This is something Muve Music has embarked on with Cricket Wireless. Cricket is a lesser-known no contract carrier that offers Muve as a $10 add-on for unlimited music downloads, and it will be including the service at no extra cost with a few Android phones in the near future.

????Will Pandora or Spotify head in this direction? If the Cricket Wireless bundling example is any indication, more aggressive mobile device expansion may very well may be the next big move.