For the past week I’ve successfully bit my tongue concerning the launch of Buymusic.com, the new online music download service designed for users of the Windows operating system. At first, the service seemed pretty innocuous - a la carte digital singles available for about the same price as the iTunes Store but with more DRM and a total lack of support for the iPod (which is the most popular mp3 player in the country). Anybody with a Mac, or a Window-based iPod, were basically shit out of luck - big deal. But then things started getting obnoxious.
Last night I nearly pulled an Elvis and blew a hole in my TV when a Buymusic.com ad popped up on MTV. At first, it appeared to be for the iTunes Store. Everything was exactly the same - the white backdrop, the unglamorous, natural people bobbing their heads with buds in their ears, singing their favorite song like total fools. It wasn’t until the final few seconds, when the Buymusic.com logo popped up on the screen, that you realized it was a total sham. Buymusic.com had completely stolen the iTunes campaign - down the smallest detail - and co-opted it as their own. No punchline, wink, or nod to their supposed homage; they simply copied the ad, and slapped their own logo on at the end.
Thanks to Todd Dominey for the above content and view.
But this is not meant to be a Mac vs. Windows rant, although there would be plenty to vent about from both sides. It’s also not meant to be a post about licensing issues, file formats, and browser/operating system compatibility although I’m sure legal and technical issues will will be discussed. I’m interested in discussing unethical branding practices. Mooching. Ripping others off. Imitating. The entire BuyMusic.com initiative just rubs me the wrong way. From alienation, to unoriginality, to using Tommy Lee as a spokesperson.
Is this brand tarnishing, perhaps even brand theft? Is it legit, an unwritten business tactic that is tolerated, perhaps even expected in the competitive business environment of today? Coke hinting at Pepsi being crappy is OK. Burger King taking a jab at McDonalds is fine. But this blatant level of sleaze?
BuyMusic is a very shady operation. There are rumours that it has licensed its entire catlog from a shady operation:
see macintouch (link will die in a few days)
As for brand tarnishing/theft/what have you, I don't think so. It's just a jab at the competition. Apple did it to Intel and Microsoft. I find it a cheap way to go about marketing, but that's how things go.
Going off topic a bit, I do find the Itunes store to be fairly well designed. It is a fairly slick experience. Unfortunately, they don't have the albums I wanted to buy last time I was there.
On Jul.30.2003 at 11:41 AM