Layout present

LAYOUT EXAMPLES

CONTENTS

SECTION ONE

THE AMERICAN DREAM Dark Secrets 22 Values of Yesteryear 28 Technology and the Family Dynamic 35 Modern Family 43 Becoming an Individual 48

CASE STUDIES Dark Secrets 25 Values of Yesteryear 45

SECTION TWO

CONSUMERISM & CONSUMPTION Can’t Get No Satisfaction 53 Binge & Purge 57 Sexualization 65 Media as Education 74 Prescribe Me 78

CASE STUDIES Binge & Purge 59 Music 75 Prescribe Me 79

SECTION THREE

FUTURE

Dark Secrets 81 Values of Yesteryear 87 Technology and the Family Dynamic 95 Modern Family 106 Becoming an Individual 118

CASE STUDIES Binge & Purge 88 Music 100 Prescribe Me 124

CONTENTS

SECTION ONE

SECTION TWO

THE AMERICAN DREAM

CONSUMERISM

Dark Secrets 22

Can’t Get No Satisfaction

Values of Yesteryear 28

Binge & Purge

Technology and the Family Dynamic 35

Sexualization

Modern Family 43

Media as Education

Becoming an Individual 48

Prescribe Me

CASE STUDIES

CASE STUDIES Dark Secrets 25

Binge & Purge

Values of Yesteryear

Music

45

Prescribe Me

SECTION THREE

& CONSUMPTION FUTURE

53

Dark Secrets 81

57

Values of Yesteryear 87

65

Technology and the Family Dynamic 95

74

Modern Family 106

78

Becoming an Individual 118

CASE STUDIES

59

Binge & Purge 88

75

Music 100

79

Prescribe Me 124

SECTION TWO

CONSUMERISM & CONSUMPTION

The rise of the iPod and iTunes made it harder for labels to pack long-playing albums with subpar “filler” tracks. It also made it easier for music fans to fall for a hit single for the low price of 99 cents, arguably exacerbating the tendency of artists to impress a fan for only long enough for them to click “buy.”

That landscape is changing.

73 CONSUMERISM & CONSUMPTION

LET’S PAY MUSIC ARTISTS LESS

Late last year, at the urging of Pandora radio and other tech industry players, Congressman Jason Chaffetz (R-Utah) and Jared Polis (D-Colo.) co-sponsored the Internet Radio Fairness Act (IRFA). The bill got such a late start that it failed to make it out of committee during the 2012 Congressional year. It also fared poorly at a Congressional hearing in late November 2012, but sources such as Billboard warn that the bill isn’t dead so much as “hibernating.”

As proposed, this legislation would have lowered the amount of music artist royalties that Internet radio and music streaming services such as Pandora and I Heart Radio currently pay to copyright owners of the songs and sound recordings that form the basis for their businesses. According to Pandora and other Internet radio providers, the current royalty rates make their business models unprofitable.

Expanding the market by reducing music artists’ royalties?

In a nutshell, Pandora and their coalition of Internet radio supporters argue that artists will ultimately benefit by allowing reduced Internet radio royalties, since this will allow Internet radio companies to become profitable and continue to build the audience for music that often cannot get airtime on terrestrial radio. While there is no denying the Internet has done a lot to level the playing field for indie artists, Pandora is a publicly traded company with more than 100

million registered users. In November 2012, Pandora cited data that it accounted for 7% of all US radio listening, with 62.4 million active listeners that month. It has also just launched the service in Australia and New Zealand. Should artists and labels take a hit on their royalty rates to help Pandora continue to grow in size and profitability?

According to CNET’s Greg Sandoval, that’s exactly the pitch Pandora co-founder Tim Westergren used to make the case for the IFRA. Sandoval stated, “[Westergren’s] argument to the music industry boiled down to this: we need to slash the money we pay you in order to help you.” Sandoval’s point emphasizes that while Pandora is an effective platform to encourage music discovery for consumers and lesser known bands, just being “discovered” doesn’t pay the bills for a struggling artist. Payments for streaming or downloading their music will help pay the bills.

At the November 28, 2012 hearings, Pandora CEO Joe Kennedy lobbied Congres-

74

XM/Sirius radio and cable require a monthly subscription payment before listeners can access any music, while Pandora operates on a “freemium” model, meaning that there is no monthly subscription fee for its basic service (ads are inserted into the music streams). Pandora’s no-cost model has been the key driver of its dramatic growth – which is why a percent-to-revenue comparison is inherently biased.

Appearing in opposition to the IRFA before the November 28, 2012 hearing, the National Music Publishers Association invited a few songwriter members, including Desmond Child and Linda Perry, to each perform one of their songs in the halls of Congress. Perry performed her song, “Beautiful,” a mega-hit for Christina Aguilera, which she explained was streamed 12.7 million times on Pandora in the first quarter of 2012. These listens amounted to only $349 in songwriter royalties. Child led an impromptu sing along of his hit “Livin’ on a Prayer,” which he co-wrote for Bon Jovi.

Producer Jimmy Jam testified, arguing that

CONSUMERISM & CONSUMPTION

sional Representatives stating that Internet radio providers should be paying the same compulsory rates that cable and satellite radio networks receive (more on that below).

On its FAQ page encouraging support for the IRFA, Pandora cites that “satellite pays about 7.5% of revenues and cable about 15%, while Pandora pays more than 50% in royalties.” Arguing its case based on revenues is clearly self-serving, however, as the business models are totally different.

CASE ST UDY 27 CONSUMERISM & CONSUMPTION

MUSIC DOWNLOADS The rise of the iPod and iTunes made it harder for labels to pack long-playing albums with subpar “filler” tracks. It also made it easier for music fans to fall for a hit single for the low price of 99 cents, arguably exacerbating the tendency of artists to impress a fan for only long enough for them to click “buy.”

That landscape is changing.

28

CONSUMERISM & CONSUMPTION

57 CONSUMERISM & CONSUMPTION

LUBA LUKOVA I think art should reflect what is going on in the real world. I’ve never wanted to be a distant, elitist artist and I’ve always felt that drive to tackle controversial issues. Toward the end of my studies at the National Art Academy, I had this thought that if I’ve spent so many years learning how to speak with my art, I should use that skill to say something meaningful and truthful, no matter the consequences. I guess this is a simple idea but it is relevant to me to this day.

“Expanding the market by reducing music artists’ royalties?”

58

Expanding the market by reducing music artists’ royalties?

In a nutshell, Pandora and their coalition of Internet radio supporters argue that artists will ultimately benefit by allowing reduced Internet radio royalties, since this will allow Internet radio companies to become profitable and continue to build the audience for music that often cannot get airtime on terrestrial radio. While there is no denying the Internet has done a lot to level the playing field for indie artists, Pandora is a publicly traded company with more than 100 million registered users. In November 2012, Pandora cited data that it accounted for 7% of all US radio listening, with 62.4 million active listeners that month. It has also just launched the service in Australia and New Zealand. Should artists and labels take a hit on their royalty rates to help Pandora continue to grow in size and profitability?

According to CNET’s Greg Sandoval, that’s exactly the pitch Pandora co-founder Tim Westergren used to make the case for the IFRA. Sandoval stated, “[Westergren’s] argument to the music industry boiled down to this: we need to slash the money we pay you in order to help you.” Sando-

val’s point emphasizes that while Pandora is an effective platform to encourage music discovery for consumers and lesser known bands, just being “discovered” doesn’t pay the bills for a struggling artist. Payments for streaming or downloading their music will help pay the bills.

At the November 28, 2012 hearings, Pandora CEO Joe Kennedy lobbied Congressional Representatives stating that Internet radio providers should be paying the same compulsory rates that cable and satellite radio networks receive (more on that below).

On its FAQ page encouraging support for the IRFA, Pandora cites that “satellite pays about 7.5% of revenues and cable about 15%, while Pandora pays more than 50% in royalties.” Arguing its case based on revenues is clearly self-serving, however, as the business models are totally different.

XM/Sirius radio and cable require a monthly subscription payment before listeners can access any music, while Pandora operates on a “freemium” model, meaning that there is no monthly subscription fee for its basic service (ads are inserted into the music streams). Pandora’s no-cost model has been the key driver of its dramatic growth – which is why a percent-to-revenue comparison is inherently biased.

CONSUMERISM & CONSUMPTION

As proposed, this legislation would have lowered the amount of music artist royalties that Internet radio and music streaming services such as Pandora and I Heart Radio currently pay to copyright owners of the songs and sound recordings that form the basis for their businesses. According to Pandora and other Internet radio providers, the current royalty rates make their business models unprofitable.

“Expanding the market by reducing music artists’ royalties?”

57 CONSUMERISM & CONSUMPTION

As proposed, this legislation would have lowered the amount of music artist royalties that Internet radio and music streaming services such as Pandora and I Heart Radio currently pay to copyright owners of the songs and sound recordings that form the basis for their businesses. According to Pandora and other Internet radio providers, the current royalty rates make their business models unprofitable.

Expanding the market by reducing music artists’ royalties?

In a nutshell, Pandora and their coalition of Internet radio supporters argue that artists will ultimately benefit by allowing reduced Internet radio royalties, since this will allow Internet radio companies to become profitable and continue to build the audience for music that often cannot get airtime on terrestrial radio. While there is no denying the Internet has done a lot to level the playing field for indie artists, Pandora is a publicly traded company with more than 100 million registered users. In November 2012, Pandora cited data that it accounted for 7% of all US radio listening, with 62.4 million active listeners that month. It has also just launched the service in Australia and New Zealand. Should artists and labels take a hit on their royalty rates to help Pandora continue to grow in size and profitability?

According to CNET’s Greg Sandoval, that’s exactly the pitch Pandora co-founder Tim Westergren used to make the case for the IFRA. Sandoval stated, “[Westergren’s] argument to the music industry boiled down to this: we need to slash the money we pay you in or-

58

According to CNET’s Greg Sandoval, that’s exactly the pitch Pandora co-founder Tim Westergren used to make the case for the IFRA. Sandoval stated, “[Westergren’s] argument to the music industry boiled down to this: we need to slash the money we pay you in order to help you.” Sandoval’s point emphasizes that while Pandora is an effective platform to encourage music discovery for consumers and lesser known bands, just being “discovered” doesn’t pay the bills for a struggling artist. Payments for streaming or downloading their music will help pay the bills.

At the November 28, 2012 hearings, Pandora CEO Joe Kennedy lobbied Congressional Representatives stating that Internet radio providers should be paying the same compulsory rates that cable and satellite radio networks receive (more on that below). On its FAQ

CONSUMERISM & CONSUMPTION

In a nutshell, Pandora and their coalition of Internet radio supporters argue that artists will ultimately benefit by allowing reduced Internet radio royalties, since this will allow Internet radio companies to become profitable and continue to build the audience for music that often cannot get airtime on terrestrial radio. While there is no denying the Internet has done a lot to level the playing field for indie artists, Pandora is a publicly traded company with more than 100 million registered users. In November 2012, Pandora cited data that it accounted for 7% of all US radio listening, with 62.4 million active listeners that month. It has also just launched the service in Australia and New Zealand. Should artists and labels take a hit on their royalty rates to help Pandora continue to grow in size and profitability?

57 CONSUMERISM & CONSUMPTION

As proposed, this legislation would have lowered the amount of music artist royalties that Internet radio and music streaming services such as Pandora and I Heart Radio currently pay to copyright owners of the songs and sound recordings that form the basis for their businesses. According to Pandora and other Internet radio providers, the current royalty rates make their business models unprofitable.

Expanding the market by reducing music artists’ royalties?

In a nutshell, Pandora and their coalition of Internet radio supporters argue that artists will ultimately benefit by allowing reduced Internet radio royalties, since this will allow Internet radio companies to become profitable and continue to build the audience for music that often cannot get airtime on terrestrial radio. While there is no denying the Internet has done a lot to level the playing field for indie artists, Pandora is a publicly traded company with more than 100 million registered users. In November 2012, Pandora cited data that it accounted for 7% of all US radio listening, with 62.4 million active listeners that month. It has also just launched the service in Australia and New Zealand. Should artists and labels take a hit on their royalty rates to help Pandora continue to grow in size and profitability?

According to CNET’s Greg Sandoval, that’s exactly the pitch Pandora co-founder Tim Westergren used to make the case for the IFRA. Sandoval stated, “[Westergren’s] argument to the music industry boiled down to this: we need to slash the money we pay you in or-

58 CONSUMERISM & CONSUMPTION

LUBA LUKOVA I think art should reflect what is going on in the real world. I’ve never wanted to be a distant, elitist artist and I’ve always felt that drive to tackle controversial issues. Toward the end of my studies at the National Art Academy, I had this thought that if I’ve spent so many years learning how to speak with my art, I should use that skill to say something meaningful and truthful, no matter the consequences. I guess this is a simple idea but it is relevant to me to this day.

57 CONSUMERISM & CONSUMPTION

As proposed, this legislation would have lowered the amount of music artist royalties that Internet radio and music streaming services such as Pandora and I Heart Radio currently pay to copyright owners of the songs and sound recordings that form the basis for their businesses. According to Pandora and other Internet radio providers, the current royalty rates make their business models unprofitable.

Expanding the market by reducing music artists’ royalties?

In a nutshell, Pandora and their coalition of Internet radio supporters argue that artists will ultimately benefit by allowing reduced Internet radio royalties, since this will allow Internet radio companies to become profitable and continue to build the audience for music that often cannot get airtime on terrestrial radio. While there is no denying the Internet has done a lot to level the playing field for indie artists, Pandora is a publicly traded company with more than 100 million registered users. In November 2012, Pandora cited data that it accounted for 7% of all US radio listening, with 62.4 million active listeners that month. It has also just launched the service in Australia and New Zealand. Should artists and labels take a hit on their royalty rates to help Pandora continue to grow in size and profitability?

According to CNET’s Greg Sandoval, that’s exactly the pitch Pandora co-founder Tim Westergren used to make the case for the IFRA. Sandoval stated, “[Westergren’s] argument to the music industry boiled down to this: we need to slash the money we pay you in order to help you.” Sandoval’s point emphasizes that while Pandora is

“Current royalty rates make their business models unprofitable.”

58 CONSUMERISM & CONSUMPTION

an effective platform to encourage music discovery for consumers and lesser known bands, just being “discovered” doesn’t pay the bills for a struggling artist. Payments for streaming or downloading their music will help pay the bills.

At the November 28, 2012 hearings, Pandora CEO Joe Kennedy lobbied Congressional Representatives stating that Internet radio providers should be paying the same compulsory rates that cable and satellite radio networks receive (more on that below). On its FAQ page encouraging support for the IRFA, Pandora cites that “satellite pays about 7.5% of revenues and cable about 15%, while Pandora pays more than 50% in royalties.” Arguing its case based on revenues is clearly self-serving, however, as the business models are totally different.

XM/Sirius radio and cable require a monthly subscription payment before listeners can access any music, while Pandora operates on a “freemium” model, meaning that there is no monthly subscription fee for its basic service (ads are inserted into the music streams).

Pandora’s no-cost model has been the key driver of its dramatic growth – which is why a percent-to-revenue comparison is inherently biased.

As proposed, this legislation would have lowered the amount of music artist royalties that Internet radio and music streaming services such as Pandora and I Heart Radio currently pay to copyright owners of the songs and sound recordings that form the basis for their