Drive to change attitudes to music piracy

view gallery VIEW GALLERY

A campaign aiming to change attitudes to music piracy in the same way that anti-drink driving initiatives have altered people's mindsets was launched today.

The Music Matters drive is backed by artists, retailers and managers.



An educational website has been set up featuring films as well as advice on how to identify legitimate ways to buy music.



A series of short animated films have gone online telling the stories behind inspirational artists such as Kate Bush, Nick Cave, The Jam and the Fron Choir.



Music sites such as Spotify, Amazon, HMV and Tesco have signed up to adopt a trust mark as part of the campaign.



The initiative is being pioneered by Niamh Byrne of Universal Music, who previously worked for CMO Management which looks after Damon Albarn's bands Blur and Gorillaz.



Comparisons were made at the launch in London to anti-drink driving campaigns which have gradually changed attitudes.



Ms Byrne said of such parallels: "Absolutely, I spoke to quite a few people when we were doing this campaign and it's not going to happen overnight but I think the whole point is basically creating awareness and to chip, chip away."



She added: "I think the key thing is that this is a starting point."



Chris Morrison of CMO Management agreed that the problem is generational.



But he continued: "You can educate that out of people... Racial prejudice was rife when I was a child... the public attitude towards it has changed radically.



"You educate, it's generational... It may take five, 10 years, but you need to start in schools."



He referred to Radiohead's decision in 2007 to let fans decide how much to pay for downloading their album In Rainbows from their website.



Mr Morrison said: "If I were (Radiohead singer) Thom Yorke and somebody came on that site and wasn't prepared to pay a penny when I'd just spent a year possibly in the studio producing and creating, I'd ask: 'Why do you want to have it? You place no value upon it, so why is it you would like to have my music?"'



He added: "This is not how we slice the cake, this is: is there a cake?



"Because that's where it's going to... Music must have a perceived value if it's to have a future."



Later, stressing he was joking, he said of whoever had leaked the Gorillaz song Stylo as "a bit of a jape" that he would like to give them a "good kicking" if they could not provide a satisfactory explanation as to why.



The issue of piracy has erupted in recent years, with the Government attempting to tackle the problem in its Digital Economy Bill.



Persistent copyright infringers would risk being temporarily cut off from the internet, under proposals which have drawn widespread controversy.



Former Suede guitarist turned producer Bernard Butler was among audience members at the launch.



The Kinks frontman Ray Davies said in a statement: "Ray and Dave Davies were brothers and used to fight a lot as children.



"They argued about everything, then one day they got guitars and formed The Kinks.



"They still argued a lot but communicated with songs. That's why music matters."



HMV's Gennaro Castaldo said the campaign was "engaging with the fans for the first time.



"Up to now they've probably been communicated to or dictated to, they've read about it but they've never actually been engaged with dialogue in this way before."



The Music Matters campaign website is at http://www.whymusicmatters.org.

Suggested Topics
Start your day with The Independent, sign up for daily news emails
Latest stories from i100
Have you tried new the Independent Digital Edition apps?

Day In a Page

Greece elections: In times like these, the EU has far more dangerous adversaries than Syriza

Greece elections

In times like these, the EU has far more dangerous adversaries than Syriza, says Patrick Cockburn
Front National family feud? Marine Le Pen and her relatives clash over French far-right party's response to Paris terror attacks

Front National family feud?

Marine Le Pen and her relatives clash over French far-right party's response to Paris terror attacks
Woman who was sent to three Nazi death camps describes how she escaped the gas chamber

Auschwitz liberation 70th anniversary

Woman sent to three Nazi death camps describes surviving gas chamber
DSK, Dodo the Pimp, and the Carlton Hotel

The inside track on France's trial of the year

Dominique Strauss-Kahn, Dodo the Pimp, and the Carlton Hotel:
As provocative now as they ever were

Sarah Kane season

Why her plays are as provocative now as when they were written
Murder of Japanese hostage has grim echoes of a killing in Iraq 11 years ago

Murder of Japanese hostage has grim echoes of another killing

Japanese mood was against what was seen as irresponsible trips to a vicious war zone
Syria crisis: Celebrities call on David Cameron to take more refugees as one young mother tells of torture by Assad regime

Celebrities call on David Cameron to take more Syrian refugees

One young mother tells of torture by Assad regime
The enemy within: People who hear voices in their heads are being encouraged to talk back – with promising results

The enemy within

People who hear voices in their heads are being encouraged to talk back
'In Auschwitz you got used to anything'

'In Auschwitz you got used to anything'

Survivors of the Nazi concentration camp remember its horror, 70 years on
Autumn/winter menswear 2015: The uniforms that make up modern life come to the fore

Autumn/winter menswear 2015

The uniforms that make up modern life come to the fore
'I'm gay, and plan to fight military homophobia'

'I'm gay, and plan to fight military homophobia'

Army general planning to come out
Iraq invasion 2003: The bloody warnings six wise men gave to Tony Blair as he prepared to launch poorly planned campaign

What the six wise men told Tony Blair

Months before the invasion of Iraq in 2003, experts sought to warn the PM about his plans. Here, four of them recall that day
25 years of The Independent on Sunday: The stories, the writers and the changes over the last quarter of a century

25 years of The Independent on Sunday

The stories, the writers and the changes over the last quarter of a century
Homeless Veterans appeal: 'Really caring is a dangerous emotion in this kind of work'

Homeless Veterans appeal

As head of The Soldiers' Charity, Martin Rutledge has to temper compassion with realism. He tells Chris Green how his Army career prepared him
Wu-Tang Clan and The Sexual Objects offer fans a chance to own the only copies of their latest albums

Smash hit go under the hammer

It's nice to pick up a new record once in a while, but the purchasers of two latest releases can go a step further - by buying the only copy