The simultaneous rollout of MySpace Music to New Zealand and Australian internet markets on October 1 signalled another step in the rapid evolution of aural consumption, allowing fans and musicians (and the labels who exist in between) a rather large platter from which to spin music both old and new.
New Zealand and Australia are the first countries outside the United States to get access to MySpace's bright and shiny new music platform, a key feature of which is free streaming of audio tracks from the "big four" major music labels (EMI, Sony, Universal and Warner) as well as independent digital music aggregators.
Let me repeat the point: THE MUSIC IS FREE. Though should you wish to download a track (via Myspace's affiliate contract with iTunes), save it on your computer and play it on your iPod (or other device), you'll have to pay.
The streams are free because they are advertising-supported. In New Zealand, MySpace Music launched with a range of programs from initial sponsors Coca-Cola and KFC.
The platform, which exists within MySpace's usual social networking site, is a joint venture among the major labels and MySpace Music. Revenue generated from advertising and e-commerce is paid to those labels, which in turn filter it to their artists.
Consumers are able to access current and back catalogues of artists, moving and arranging songs into any number of playlists, which are saved within a user's MySpace personal profile. Playlists are also allowed to be shared among users, enhancing the social networking theme of the popular site.
Could it thus be an answer to artist and label concerns regarding the illegal dissemination of music? Well, it's one option, according to Nick Love, executive director of research and development for MySpace, Australia and New Zealand.
"It's about making that legal experience more compelling than going to a peer-to-peer, illegal downloading site. Consumers have always got that choice to buy tracks [via the iTunes connection]."
For many acts, both big and small, the benefits of networking sites such as MySpace are obvious. It's an important tool in a band's marketing. But up until last week, bands using MySpace to promote their music could only offer fans 10 tracks to stream. Now, their entire work is available.
Like their fans, bands, too, can recommend other music, providing a window into their influences and methodologies. An "artist activity feed" provides users with constant updates from their favourite artists, including new songs, blog entries, recent uploaded photos and updates to playlists.
"We want to provide better tools for bands, more content for fans, tools for them to share and recommend music," Mr Love explained to the Otago Daily Times.
"MySpace has always had music at its core . . . previously it has been a fantastic promotional medium for bands and a way to engage on a one-to-one basis with fans."
Local content was a key consideration in the build-up to MySpace's New Zealand launch, Mr Love revealed.
"We are very aware that in New Zealand the music scene is not just about the major labels. We are in discussions with the key aggregators in the market.
"We have people who do nothing but speak to the record labels; it's very important for us that Kiwi bands have leverage, rather than us just throwing major label content up.
"It takes time getting all these deals done, obviously. We started with the four majors because of the sheer size of their catalogues and their position in the market globally, but we are aware that to be local you need local content.
"All those bands who are independent still have their 10 tracks in their profile. What we are trying to do is formalise the commercial relationship so they can deliver their entire catalogues."
