DJ Shadow is a pioneer of instrumental hip-hop, but now he’s breaking new ground in digital music business models too. He’s working with BitTorrent to distribute a new ‘bundle’ of music and content based on his new album, and he’ll be getting paid for some of the downloads.
Shadow is the first artist to try a new BitTorrent initiative. Anyone downloading his bundle will be presented with an offer to also download a piece of software – a media player in most of the world, although it will vary by territory. The software publisher will pay BitTorrent for every download, with Shadow taking a cut of those revenues.
“This is the first time in history that anybody’s tried to monetise the BitTorrent ecosystem in a way that naturally plays into its value,” BitTorrent’s Matt Mason tells Music Ally.
“The biggest problem with this technology has been that it lets people share things indefinitely at a cost of zero. That’s actually a real opportunity for the content industries if we can build business models on top of it.”
BitTorrent is looking to try this with other creatives too: filmmakers, TV producers, game developers and authors in the coming months.