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From: Subject: Business 2.0 - Magazine Article - Printable Version - Shawn Fanning's New Tune Date: Fri, 1 Jul 2005 15:05:40 -0700 MIME-Version: 1.0 Content-Type: multipart/related; type="text/html"; boundary="----=_NextPart_000_0000_01C57E4E.589955C0" X-MimeOLE: Produced By Microsoft MimeOLE V6.00.2900.2527 This is a multi-part message in MIME format. ------=_NextPart_000_0000_01C57E4E.589955C0 Content-Type: text/html; charset="Windows-1252" Content-Transfer-Encoding: quoted-printable Content-Location: http://www.business2.com/b2/subscribers/articles/print/0,17925,1052438,00.html Business 2.0 - Magazine Article - = Printable Version - Shawn Fanning's New Tune

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Shawn Fanning's New=20 Tune
The creator of = Napster has a=20 plan to help file-sharing networks go legit and make money for the = music=20 labels.
By = John=20 Heilemann, May = 2005 Issue

Shawn Fanning = is back=20 -- back in the news, back in business, back in the thick of the digit= al-music=20 wars he unleashed six years ago with Napster. On this winter day, = he's=20 down in Austin for the South by Southwest festival, decked out the = way you=20 remember him: the Red Sox cap, the Billabong T-shirt, the hepcat=20 skateboarder shoes. He's just as articulate and ambitious as he = was in the=20 old days too. What's different now is that he's no longer seen as = a=20 renegade techno-anarchist. With his just-out-of-stealth-mode startup= ,=20 Snocap, Fanning is working the system, plotting to transform = peer-to-peer=20 file-= sharing=20 networks into profit centers. It's enough, he says, to make = some=20 former allies ask, "Are you moving to the dark side?"=20

If forging a truce between the record= =20 labels and peer-to-peer services is dark, then Fanning is = guilty as=20 charged. His aim with Snocap is not to sell tunes directly to = consumers=20 but to create a central global clearinghouse for digital music -- = a=20 back-end system equipped with technology to monitor, authorize, = and=20 monetize the swapping of copyrighted tracks. In doing so, Fanning = hopes=20 "to open up the market in a disruptive way," seeding an array of = new P2P=20 services that will provide "the deep libraries people have gotten = used to,=20 but where rights-holders are respected."=20

Fanning plans to get Snocap up and running before the end of = the year.=20 The system (assuming it works as advertised) strikes me as clever = and=20 sensible, though not without hurdles to clear, both strategic and=20 operational. The biggest unknown facing Snocap, however, is = whether the=20 warring factions of the digital-music fracas are ready to embrace = d=E9tente=20 -- or would rather go on indefinitely beating each other = senseless.=20 Strangely, perhaps naively, I think sanity just might prevail.=20

That Fanning clearly believes this too is a testament to the = sheer=20 resiliency of youth. Having lived through the madness that was = Napster's=20 rise and fall, he considered shrinking off into anonymous coding = -- or, at=20 least, taking a really long vacation. Instead, one week after the = original=20 Napster went under in 2002, Fanning started planning Snocap. = "Looking at=20 the music business and what Napster had started," he explains, "I = couldn't=20 see how anything could move forward, how the deadlock could be = broken,=20 without this clearinghouse. And I couldn't see any companies out = there=20 poised to play that role."=20

The system devised by Fanning and his fellow engineers, many of = them=20 ex-Napsterites, is designed to be a neutral middleman. Labels = would=20 register their catalogs with Snocap, using its central database as = a=20 platform for managing the distribution of their content, setting = licensing=20 and copy protection terms. The file-sharing services Snocap signs = up, in=20 turn, would use its software to identify tracks when they're being = traded,=20 check them against the database to see if they're registered and=20 authorized for sale, and charge for them accordingly. Snocap would = earn=20 its keep by taking a cut of the ensuing revenue.=20

What Snocap is offering the record labels in return for = registering=20 their songs is obvious and straightforward: a chance to make some = coin off=20 the tens of millions of P2P downloads currently taking place = gratis, a=20 one-stop shop for rights management across multiple online = retailers, and=20 valuable market information about demand for their catalogs. = (Snocap would=20 report the trading of unauthorized tracks so the labels would = learn which=20 ones to register.) For existing and future P2P services, the pitch = is even=20 simpler: the chance to go legit without having to negotiate with = each=20 label. And for consumers, Snocap promises tracks of reliably high = quality,=20 free of viruse= s=20 and spyware. (Oh, and no lawsuits either.)=20

For Snocap to work, it will need to offer the P2P services a = selection=20 of songs large enough to keep their users happy -- and that means = signing=20 up, at a minimum, most of the major labels. With the entertainment = industry still waging an epic legal battle against file sharing=20 (including, most prominently, the MGM Studios v. Grokster suit = heard by=20 the Supreme Court in March), the prospect of the labels throwing = in with=20 their former b=EAte noire might at first seem improbable. But the = world has=20 changed since Napster's heyday -- not least because of Apple= 's (AAPL) iTune= s.=20

"Apple turned the tide," Fanning says. "It showed the labels = that=20 people were willing to pay for music, even though they could get = it other=20 places free. It changed the environment from where the industry = was=20 hostile to where suddenly people saw the opportunity." Fanning = goes on,=20 "But the music business doesn't want one or two retailers to = control the=20 entire market. And I think, considering the difference in the = numbers=20 between iTunes and P2P" -- it took Apple more than a year to sell = 100=20 million downloads, the number traded through free P2P systems = every three=20 or four days -- "it's undeniable where the industry has to go if = it wants=20 to continue to grow the market."=20

Snocap has already signed both Universal Music and Sony BMG, = which=20 together account for nearly half of the worldwide music market. = And the=20 company is optimistic about landing the other majors. As Snocap's = director=20 of business development, Alex Rofman, puts it, "After all the = millions=20 [the labels] spent on litigation, and all the goodwill lost with = their=20 customers, P2P usage is bigger today than it was five years ago. = So when=20 we walk in and say, 'There's a better way to do this,' it's not = exactly a=20 no-brainer -- because there's still a lot of resistance to change = in these=20 organizations -- but it makes sense to them on a business level."=20

The trickier task for Snocap will be persuading P2P services to = join.=20 Some are philosophically opposed to any form of centralization. = Others=20 fear that any decrease in the selection of songs they make = available will=20 cause users to hit the road. And others, of course, believe that = any=20 business model other than "free" will be a kiss of death. Fanning = and=20 Rofman insist that, though they'd love to land a top P2P such as = eDonkey=20 before Snocap begins operations, it isn't necessary. "We don't = expect our=20 first retailers to be king-of-the-world types," Fanning says. "We = just=20 need two or three quality services that are willing to = experiment."=20

In fact, in the long run, Snocap seems to be banking on new = services=20 rising up to take advantage of its capabilities. As Rofman argues, = "We're=20 still at a very early stage in the development of this market. How = many=20 business models are out there? There's the Steve = Jobs model, the streaming model, and the tethered subscription = model.=20 And I'm not sure that any of them, ultimately, is going to be what = consumers want on a mass scale."=20

Rofman is surely right about that -- a fact that the much-hyped = success=20 of iTunes has done a lot to obscure. Before the online music = market hits=20 its sweet spot, tons of experimentation will be needed with = business,=20 pricing, and access models. And for that to happen, it seems to = me, a=20 system like Snocap's is not just necessary but basically = inevitable.=20

Will Snocap's system be the one that flourishes in the years = ahead?=20 Maybe, maybe not. Though the company faces little competition now, = that's=20 not likely to be the case for long. (Especially if the Supreme = Court deals=20 a crippling blow to free file-sharing services.) It also faces big = technical challenges, scalability first and foremost. At the same = time,=20 Snocap has a number of distinct advantages: its head start over = future=20 rivals, the experiences of its engineers at Napster, and, not = least,=20 Fanning's credibility with both the labels and the P2P community.=20

With hindsight, it's easy to see that the biggest impediment to = Napster's success wasn't the record labels per se. It was that = Fanning's=20 ideas and his invention were too far ahead of the curve. Now, with = Snocap,=20 Fanning seems to be returning right on time. We all know that F. = Scott=20 Fitzgerald's old saw about there being "no second acts in American = life"=20 is complete and utter crap. But I can't think of anyone who has = proven it=20 by age 24. Here's hoping that Fanning will.

Find this article at http://www.business2.com/b2/subscribers/articles/0,17863,1052438= ,00.html.

Try=20 a Free Issue of Business 2.0: Call (800)=20 317-9704

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