FT has a nice article on the double squeeze that web music companies are facing from falling ad market and label licensing fees.
Tumbling advertising revenues are laying waste to another wave of internet entrepreneurs as they struggle to satisfy promises of free music to users and cash flows to the labels that own the copyright.
Two popular services that allowed free listening, although not downloads, while providing a share of advertising money to record labels, have been forced to close down in recent weeks.
SpiralFrog shut down on March 19 after borrowing millions from private investors, while Ruckus, another free service aimed at college students, pulled the plug in early February.
Larger rivals are struggling too, raising questions about advertising-supported businesses and leading some to blame the record labels for demanding millions of dollars in advance royalties, investment stakes or both as hedges in case their split of the advertising revenue comes up short.
Michael Bebel, who ran Ruckus says: “The labels have to understand that the ad market in this space is still developing,”.
“This means that they need to be happy with a revenue-share model that is not all that significant in terms of per-play.”
Even YouTube, the video-sharing site owned by Google, lost its deal for free use of songs from Warner Music in exchange for sharing advertising revenues.
The label felt it was getting too little cash and that YouTube was not doing enough to convert listeners into buyers.
This double whammy is going to have a major shakeout in the industry. Labels want to make sure the digital revenues compensate the loss from traditional CD sales without paying heed to the advertising and economic realities. This is short sighted because it will kill innovation and delay the creation of digital ecosystem required for the music industry to succefully adapt to the digital media world. This is the key to their survival. Today the small guys may be the one that die, but tomorrow it will be their turn.