Anders Brenna

Much can be said about the strategy the music industry has chosen, but award-winning is probably not the first that comes to mind.

Norway’s largest conference for internetmarketing, Gulltaggen (The Gold Tag) sees it differently. They gave the award for Best Internet Strategy to PiracyKillsMusic.com.

This was not a popular winner, and people have a hard time understanding what the jury was thinking with. The general concensus seems to be that this was completely ridiculus.

Gulltaggen is no small obscure organization.  It is Norways largest and most important conference on these issues. It attracted about 1.200 attendees, and most of the senior people in this industry.

Technically, the PiracyKillsMusic.com-site is quite good, but the content provokes a lot of people. It starts with a dark video from a graveyard where a sinister voice utters:

…everything changed in 1999 when a new software called Napster were launched.

It goes on and then:

…and before anyone could react, a new view on music had grown roots.

The content basically says that internet kills music, which makes it quite a paradox to give it the “award-winning” label.

The narration on the video is in Norwegian, but the PiracyKillsMusic.com site should be comprehensible to anyone.