In Jeff Howe’s Why the Music Industry Hates Guitar Hero, he shows the need for
change in the relationship between the music industry and music videogame
companies. He explains that music videogames have become an industry of their
own by pulling in over $2.3 billion in the last three years. He also explains
that the music industry, specifically Edgar Bronfman who is the CEO of the
Warner Music Group has been fighting this newfound industry to attain more
money that they believe they are owed for the usage of their licensed music. It
is clear that this article is overall aimed at consumers-those who actually
purchase and use things such as the games in question and who also purchase
music. It is aimed at them to show and explain to consumers the problem and the
possible solutions for this war of sorts that is currently occurring between
the two industries.
Howe begins the article by making a
clear presentation of the problem at hand and presenting his argument that this
war is “a fight that no one can win”. He goes on to back his argument by making
a comparison. He compares this situation to what happened with Hollywood and
the VCR years ago, a comparison that the audience (tech savvy consumers who
read the magazine Wired, that this
article is featured in) will understand and be able to relate to. He then goes
on to suggest a potential solution-that the music videogames use cover version
of songs from the Warner catalog. However, he explains that CEO Bronfman has
already blocked this potential move out of fear that there will be a repeat of
when the record labels “got ripped off when MTV was sold in 1985” and then
again when Apple denied them control over pricing on iTunes. He goes on to show
that Bronfman’s feelings on the issue can be understood by making a comparison
to how the football league collects 30 percent of gross revenue on Electronic
Art’s Madden NFL (another comparison
that readers will surely be able to relate to). From here, he takes his final
stance explaining, “there’s better money to be made by playing together” and
proposes his potential solution. He does this by giving a fairly detailed explanation
of what he has in mind and backing it up with an example of a case study.
Overall, he explains and makes it
clear that this suggested reinvention would stop “petty haggling over fees” and
bring the music industry in to this century. He brings the reader in by showing
how important it is for a change between the two industries and backs it up
with relatable examples and scenarios. He brings it together by providing a
possible and reasonable solution, with information and a relatable case study
to back it up. Howe did an excellent job with this article.
