Variable Pricing for Songs or Price Fixing?
September 1, 2005
It seems all I do is comment on Chris Anderson posts. His latest post postulates that Major Labels may have it right on variable pricing for songs rather than the 1 price fits all.
The labels would like to sell most new music for more--$1.49/track?-- while older or more obscure tracks could go for less. [..] Apple may think it's protecting us from record label avarice with $0.99, which may be true in the short term. But long term, one-size-fits-all pricing is just constraining the economics of the industry and holding back the market. If Apple introduced variable pricing, it's not hard to see how the average price might actually fall in a year or two, thanks to the number of titles in the discounted niche/backcatalog categories vastly outnumbering the more expensive hits.
It is entirely reasonable to think that hit music will have much higher demand than the older or more obscure tracks, as such they should command a higher price. However. I have a different take on this. The rules of supply and demand simply do not work in the New Music Economy. There is no scarcity of supply. If more people want a song there is no corresponding scarcity in its availability. This is a fundamental tenant of rising price due to strong demand. The only way to ensure higher prices for hit music is for the Major Labels to collude in price fixing. Illegal in both Canada and the United States.
Without collusion Sony can release a track for $1.49, but EMI will counter with its latest hit at $1.29 to grab the limited disposable income from the consumer assuming pricing has an effect on the purchasing decisions. In fact SONY, EMI, et al. have demonstrated they are keenly interested in getting their music out while it's hot, they may even discount their music for newest hits for a limited time. Don't believe me? There is precedence for this. Check out the Best Sellers at Amazon or your local book store. They all have 30%+ discounts. What's not on sale? Middle tier books.
Ahh... but you might say that music preference is not price sensitive. A consumer will not forgo a song they like at $1.49 for one they only marginally like at $0.99. If that's the case then we are back at collusion. All music that we have yet to hear - be it the song released today, or 10 years ago, is new music to the consumer.
So what is the right price for music? Goood Question. My gut tells me it's less than a buck. Prices will collapse to the point that Musicians (on the edges) are paid enough to continue making a living selling music, and that distribution services are profitable at the margins.




Variable pricing.
The problem I have with the downloaded music industry is the fact that the music is still very highly priced. To purchase in stores, the average CD is priced $12.99 to $14.99. When I purchase a CD I get the case, the physical disc and the case liner and notes. Lets say this CD has 15 tracks on it.
Now when I download a song, I get 1 song for $.99 to $1.49. So if I get 15 songs at $1.29 I'm paying $19.35. A higher price and I still have to provide the media to burn the disc, the case to store the disc in and any case liner (given that the liner isn't really that important to me, but its the principal).
I am paying more and getting less for the money. Am I the only one who has a problem with this?
Paying more for less is a temporary state - I hope
Hi Mugugaibu,
I totally agree. However, I think this is a temporary situation.
I think if we consider that overall for the music economy, a good percentage of music is not being paid for at all. it has a zero price, either through illegal acquisition or through CC and legal giveaways. The major labels are responding by dropping CD prices but maintaining download prices. The purpose of this is, in my opinion, obvious. They want to entice users back to an old medium which they control. It's a doomed strategy, yes, but it is also an understandable reaction. Still the "average" price for music - as a whole today - must be lower when we take into account the consumption at zero prices.
Inevitably price pressure will push the price of audio files down to just above the cost of delivery. That's going to be very cheap I'm afraid. To counter that price decline and keep the recorded music industry viable, services must be present to enhance the value of owning recorded music.
I hope to present some ideas for open discussion on that shortly.
We all hope it is temporary.
David,
I too hope it is temporary. The problem is that trends of the music industry point towards them not wanting to adopt the standards that the people want.
When the MP3 format began hitting the scene and trading began through IRC and Napster, it was brought to the attention of the industry executives that they should be looking into some form of control on this. They scoffed and figured it would simply go away. It was years before they started taking steps to "legalizing" the trade. Having taken too long, people got used to not having to pay for music. And why would you suddenly start paying for something that you have been getting for free? The average person doesn't work like that.
So now, having shot themselves in the foot, the industy which once made people very rich will have to live with the "just above breaking even" point.
Variable Pricing for Songs or Price Fixing?