Blink-182 Rewards Fans Who Uploaded Unauthorized Clips On YouTube

from the nicely-done dept

Nearly two years ago, we wrote about an interview with Tom Delonge from the band Blink-182, in which his views on the music industry seemed very closely aligned to exactly what we’ve been saying for years:

The one thing I’ve learned is that, like any other type of art, it evolves. So if you’re a business that supports a type of art, you need to evolve with the art. Now, a lot of things have happened that have made creating art a lot easier with the computer. And it’s also made the distribution of art a lot easier…. What I have chosen to believe is that if you look at your band with a modern filter, your band has so much potential to have all these different elements about it. You can create all this really cool merchandise and concert/live experiences. You can create a really cool portal on your website. You can mix all these elements together and I always believe that if the tools are available, you can monetize all these other elements, and not really worry about selling the record. In fact, I believe that, you should take down every barrier and put as much music out there for free…

In my mind, the way the music industry is changing is that music is easier to make and it’s easier to give away for free. And that will enable the band and the music and the art and everything to be bigger than it’s ever been. It’s just how do you collect that and how do you build your business…

So it comes as little surprise to find out that the band has decided to do something cool with fans who “infringe.” As a whole bunch of you have been sending in, the band created “the film festival you didn’t know you entered,” in which they (with the help of AT&T who appears to be sponsoring the band) collected a bunch of unauthorized YouTube clips and put them together in a montage to launch their first new single in eight years:

The key is in the opening text:
AT&T helped us search YouTube for every instance of fans using our music without our permission.

And then we rewarded them for it.

Thanks for being a fan.

Always nice to see yet another band who recognizes the importance of connecting with fans rather than treating them like criminals.

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Companies: at&t

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Comments on “Blink-182 Rewards Fans Who Uploaded Unauthorized Clips On YouTube”

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Hulser (profile) says:

Re: Re: Why didn't they just ask YouTube?

Or, you know, they just searched for “blink-182” and looked up every video that wasn’t an audio-only video or an official blink-182 video.

Well, right. That was kinda my (sarcastic, indirect) point. The wording “helped us” just seemed a bit odd to me. It implied some rather complex process (as in Content ID) rather than just a simple search.

PaulT (profile) says:

Re: Re: huh?

It’s a mild mockery of the “Masnick effect”.

Basically, earlier in this site’s life when new models were being discussed, some moron would come in say “yeah but it will only work for X”. If an unknown was successful, they said it wouldn’t work for big bands. If a name act tried it, they said it wouldn’t work for unknowns.

The pattern was quickly noticed, and mocked out of general usage.

Mike Masnick (profile) says:

Re: Re:

Another techdirt false dichotomy: Either you’re a fan or you’re a criminal.

Huh? I have never said any such thing. I have only pointed out that there are some who treat their fans as fans, and others who treat their fans as criminals. I don’t think fans should be criminalized. It’s some of the folks in the industry who seem to think that.

DannyB (profile) says:

Re: Re: Re:

> Huh? I have never said any such thing.

You should know by now that anonymous cowards are always going to put words in your mouth. They’ll also accuse you of having a position that you never said you stood for. They’ll even accuse you of having a position you’ve expressly disclaimed.

So why do you stand for hurting puppies and kittens?

out_of_the_blue says:

CORPORATE sponsorship.

I didn’t gloss over your blithe minimizing: “(with the help of AT&T who appears to be sponsoring the band)”. A Google search reveals that this is a major and direct link; they’re openly and vigorously promoting it. — To what end isn’t clear, but it’s just GIANT AT&T using a band to advertise, SAME OLD METHOD, so DOESN’T support your notions, Mike, this is just RANK COMMERCIALISM, rather sickening.
“With AT&T’s support, via the HTC Status(TM) and Facebook programs, this tour is really going to deliver the most in-depth experience for our fans.”

David Muir (profile) says:

Re: CORPORATE sponsorship.

The idea remains illustrative. The corporate sponsorship embellishes the idea that big money can be involved even when the concepts of “free” and “connecting with fans” are used in a business model. You can see the Techdirt Insight community and other corporate ties and easily figure out that “commercialism” is not one of the things that this blog stands against. And advertising is still a valid way to monetize content, even though this blog has highlighted other innovative ways as well.

Just John (profile) says:

Re: CORPORATE sponsorship.

Yes, I agree with you 100%.

Who do businesses think they are, trying to advertise.

Who do businesses think they are, trying to make money.

We should boycott all businesses that advertise.

We should boycott all people who support advertisement.

Except, I will not be there with you when you make this bold move, because I like my technology, and do not want to live in a cave. I also do not like the barter system, or making all my own stuff…

Donny (profile) says:

I’m really taken by that quote:
“AT&T helped us search YouTube for every instance of fans using our music without our permission.

And then we rewarded them for it.

Thanks for being a fan.”

Sometimes the best arguments are the ones implicit in the statement. I’d like to present just the above – no further explanation – to a pro-DRM/take-down individual and see what they make of it.

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