Chapter 83： difficult negotiation

Lee - Kelleher's smile is meaningful. He once imagined the various situations of Evan Bell, a Harvard medical student, an indie musician who rejected Warner Records and Universal Music, an independent filmmaker who made two low-budget films, but now "copyright" For the core, he came up with an illusory plan, knowing Apple through Warner Records beyond his own power, trying to create the miracle of Wall Street getting rich overnight. But such an intricate and contradictory body is only eighteen years old.

Therefore, Li-Kelleher always believed that this young man should be reckless, do whatever he wants, be arrogant, and be invincible. In fact, the young man in front of him is indeed like this. The yearning for freedom in his eyes is shining with the most dazzling light. But the young man in front of him was more than that. His old-fashioned, calm, wise, and cunning manner made Lee Kelleher chuckle. This smile is what Lee Kelleher really appreciates.

Andy Rosen has been listening attentively from beginning to end. It is undeniable that this young man named Evan Bell didn't know anything before, but he was really attracted to him at this moment. His plan layer The layers are advanced and organized, and the feasibility and persuasion are absolutely strong. At least, he was persuaded. So, when Gu Luobei stopped and had time to make a joke, Andy Rosen knew that he should talk about "free and paid" next, but he couldn't help but speak.

In this regard, Andy Rosen is still slightly inferior to Lee Kelleher. Fortunately, this little gap will not affect the negotiation process.

Gu Luobei nodded with a smile, he didn't take Qiao, he just said, "This is the second question, there are free ones on the Internet, why should consumers pay to download them? And copyrights should be on the Internet. How to use power?"

"This should also be viewed in two parts," Gu Luobei raised his right hand again, this time only Claire Days turned his attention to Gu Luobei's finger again, while Li-Kelleher and Andy -Luo Sen met Gu Luobei's confident eyes, those blue eyes gleaming, even in the face of such a critical moment, he was still not in a hurry, nor arrogant, showing that he was in harmony with the eighteenth. Age doesn’t match maturity at this age.” First, two weeks ago, Napster did a survey that showed that more than 70 percent of users could legally download music for a small price. They are willing to pay. Last week, after learning that Napster might lose the lawsuit, millions of music lovers worried that they could no longer legally download music, so they raided Napster and downloaded 200 million in just one weekend. 50 million songs. What does that mean? In the United States, copyright is recognized by everyone, and if digital music can be downloaded legally, everyone is willing to enjoy the convenience. Legal, this is very important for every citizen of."

Andy Rosen's eyelids drooped, his brain quickly analyzing and digesting the news. In fact, they usually analyze these news. After all, the market is changing rapidly, and they must grasp all the trends. But now the development of the Internet is so fast that it has become an ocean of news, including countless fake news. Therefore, they must be screened, and there is inevitably a lag in time. At least, Andy Rosen had never heard of the two news that Gu Luobei said. On the one hand, he was analyzing these news, and on the other hand, he also thought that the company's intelligence collection was still too weak, and he might need to find a special intelligence analysis company.

"The first point shows that digital music has been recognized by the majority of consumers. If it can be downloaded legally, they will not give up digital music. When the pace of progress of digital music is unstoppable, rather than protecting copyrights to protect copyrights, It's better to maximize the benefits of copyright." Gu Luobei glanced at Li-Kelleher and smiled, "I think Bertelsmann has made this clear enough."

Li-Kelleher spread his hands, "They have made their position clear at the press conference, and they are willing to sacrifice part of the copyright in exchange for a larger market."

Not long ago, Bertelsmann chose to compromise and cooperate with Napster, saying that they would rather not charge copyright fees for online downloads, but also use the network as a platform in exchange for larger market resources.

Gu Luobei smiled and shook his hand, "No, I'm not willing to sacrifice copyright. This is fatal to an unknown independent musician like me." This made the three men in front of him chuckle. up.

"Second, it's the specific issue of payment. How should digital music be charged, and how much is the right price?" Gu Luobei shook his slender fingers lightly, and then pushed forward his hand with just his index finger. " What does one dollar mean to you?"

This question is obviously a leading question. Lee Kelleher and Andy Rosen actually looked at each other subconsciously. There are indeed only a handful of things that one dollar can buy in the United States.

"Two pounds of bananas, a bag of sliced ​​ham, a can of sweet corn, a box of signature pens, and, by the way, a piece of butter." Gu Luobei's relaxed tone made Andy Rosen burst into laughter. Obviously, In the United States, a dollar is only a fraction, and the things you can buy are very limited, "So, a digital music is ninety-nine cents, would you like to buy it?"

Claire Days almost subconsciously wanted to answer "yes", but he swallowed hard. After a second pause, Andy Rosen nodded and said solemnly, "Yes."

"An album costs twenty-five dollars, but a piece of digital music only costs ninety-nine cents. It still has legal copyright. Do you think consumers would like it?" Gu Luobei's words made Li-Kelleher and An Di Rosen looked away, his mind turned sharply, and after less than a second, he focused his attention on Gu Luobei again, "Of course, some people will say that a song is ninety-nine cents. Then you can buy an album for ten dollars on the Internet, while traditional records cost twenty-five dollars, which is definitely a loss-making business. But I think, without my layman explaining it, the two of you should be able to understand this. The profit inside is comparable.”

The second half of Gu Luobei's sentence is indeed a question that a layman would only say. The insider will know at once that the first is the cost. Traditional records need to be packaged, photographed, recorded, and put on the shelves, all of which require funds, while digital music requires money. You only need to record and upload, and the cost is not a little bit lower than that of traditional records. Strictly speaking, digital music may make more money than traditional records. Besides, after producing a traditional album, you can upload digital music by the way, and you can make money on both traditional albums and digital music at the same time without any additional production. Of course, there is definitely a relationship between traditional albums and digital music that promotes and competes with each other, but now that digital music has become unstoppable, it is better to be able to charge for digital music.

The second is the problem of accumulation. Lee Kelleher immediately thought of it. The factor of low cost of digital music determines that the record company can save a lot of money. If the company does not have full confidence in the singer, it needs to test the market. It will be in the form of singles, and now it is enough to directly release digital singles, and the cost and cycle are greatly shortened. For record companies, the profits generated during the period have definitely doubled.

In the future, there will definitely be a form of music called "digital singles", which will become the main form of music for many newcomers, and may even become an important means of digging out unknown newcomers. Lee-Kelleher's thoughts went fast, and in just a few breaths, the pros and cons were clearly weighed.

"The final problem that needs to be solved is the application of copyright on the Internet." Gu Luobei smiles with a hint of ease. Today's negotiation has almost exhausted all his energy. It's not that he has never seen this In such a situation, it is true that at present, his personal strength is too different from that of Warner Records and Apple. If any part of the interview goes wrong, it is easy to make the negotiation more than the gain. "I think this lawsuit between the five major record companies and Napster is a good opportunity to legalize the copyright of digital music." Gu Luobei did not continue to say, this little information is enough for Li - Kelleher understood.

Andy Rosen lowered his head and didn't speak. Seeing this scene, Gu Luobei was stunned. Did he miss any key issues? After searching carefully in my mind, UU reading www.uukanshu. com Gu Luobei couldn't help twitching the corners of his mouth, a little funny and a little helpless, he actually ignored this crucial issue! How to monitor digital music copyright!

Even if digital music copyright is legalized, but there is no effective monitoring method, all this is for nothing. After iTunes launched the digital music business model, the energy spent on cracking down on illegal downloads alone will take up the whole part of the heart.

"As for the monitoring of digital music copyrights, I'm not a professional, so I can't give my opinion, but I have some superficial opinions." Gu Luobei said calmly, in fact, the problem of illegal downloading of digital music, even before the car accident in the previous life, still did not exist To get a complete cure, it is only effectively controlled in Europe and the United States and other countries. It is very difficult to completely ban it. "When each user logs in to iTunes to download digital music, they need to register an account and bind their identity with a credit card. When a user uses an account to download a piece of digital music, the song is converted into a code that can only be used on iTunes and iPod, even if I can't listen to it even when I transfer it to another player."

Gu Luobei's words are actually very simple, because he is not a professional, and he can't speak any advanced terms of coding. He can only explain it according to his own understanding, but Andy Rosen listened very seriously. This question is very important to Apple. It's the key to the key.

"Secondly, an identification code can be implanted in each song. This identification code is a unique certification of digital copyright. If there is any illegal download or illegal copy, it can be tracked through this identification code and become evidence that can be submitted to the court." Gu Luobei finished speaking, but Andy Rosen didn't give any response, which made the cafe a little quiet for a while.

First update today. Keep asking for recommendations!

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