In Brazil, Spotify Trades Illegally Downloaded Music for Membership
Laura McQuarrie — May 27, 2014 — Marketing
References: spotify & en.rocketnews24
Illegally downloaded music may be convenient for some, but not if it's in competition with your digital music service, as Spotify found. The problem with pirated music is that it's so easy to come by and so widespread, that it's difficult to punish or prevent those who do download music without purchasing an album.
To mark the coming of Spotify to Brazil, the service set up numerous "Legalify" machines in public spaces, where people could trade in their homemade burned CDs for perks on Spotify. The duration of the songs on the CDs were turned into free minutes on Spotify's premium service. On top of this, Spotify chose to do some extra good and use the plastic taken from the CD cases and turn them into new recycled items.
To mark the coming of Spotify to Brazil, the service set up numerous "Legalify" machines in public spaces, where people could trade in their homemade burned CDs for perks on Spotify. The duration of the songs on the CDs were turned into free minutes on Spotify's premium service. On top of this, Spotify chose to do some extra good and use the plastic taken from the CD cases and turn them into new recycled items.
Trend Themes
1. Piracy Disruption - The rise of illegal music downloading presents an opportunity for innovative solutions like Spotify's Legalify machines.
2. Incentivized Trade - Creating incentives for consumers to trade pirated music for legal alternatives, such as free minutes on Spotify's premium service, can disrupt the music industry.
3. Circular Economy - Turning plastic CD cases into new recycled items demonstrates the potential for disruptive innovation within the recycling and waste management industry.
Industry Implications
1. Digital Music Services - Digital music services need to find creative ways to combat piracy and attract users, potentially through incentivized trade programs like Spotify's Legalify machines.
2. Music Industry - The music industry should explore disruptive solutions, such as incentivized trade programs, to combat illegal music downloading and piracy.
3. Recycling and Waste Management - Innovative approaches to recycling, like repurposing plastic CD cases into new recycled items, can disrupt the recycling and waste management industry.
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