Guilt Takes Center Stage In Latest Anti-Piracy Efforts
If you can't beat 'em, at least make them feel guilty.
Two music industry trade groups, The U.K.'s Music Matters and The American Association of Independent Music (A2IM), are leading a shift in the tone of anti-piracy efforts from threats to a focus on reminding fans of music's value and file sharing's negative impact on the musicians they love. Even the RIAA approves endorsing the initiatives calling them "important" and "compelling" on its official blog.
Music Matters is a UK based collective that includes artists, retailers, songwriters, labels and managers, formed "to remind listeners of the significance and value of music". This video from Sigur Ros is a good example of their approach.
Music Matters – Sigur Ros (22-3-10) from Music Matters on Vimeo.
U.S. indie label trade group A2IM took a more playful approach with its Why Stealing Sucks campaign as in this PSA video: