Big Labels Keep Brushing Off Internet Music

Once again, the music industry has demonstrated that it regards the Internet the same way a villager feels about a wild elephant trampling the vegetable garden.

On the one hand, the major labels and publishers look at the Net as a scourge that could destroy their livelihood. On the other hand, the industry can't help thinking, "Gosh, if we can just tame this beast, it could do a lot for us."

So the let's-go-hunting attitude the industry has taken toward file sharing is an unfortunate one, say some marketers who are trying to harness the abilities of the Internet for music promotion. And with the industry unable to come to any consensus on how to pursue the Internet opportunity, it appears unlikely any of the big players soon will be able to claim digital music as a success for shareholders.

"I think the Internet is one of the greatest opportunities to happen to the music industry ever," says Ken Krasner, executive vice president, media and entertainment, at the marketing firm MKTG Services (MKTG Quote). "They just don't realize it. They just don't know how to harness it or leverage it."

Back and Forth

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