iTunes Ebb and Flow

Well how do I seriously avoid writing about the most talked about Music Industry uproar for quite some time. The negotiation of a DRM free iTunes with variable pricing. Labels are expecting to come out ahead with this deal, but is that truthfully a realistic view? Possibly, but I'd like to dig a little deeper into the psyche of this agreement.
The biggest deal here is that some of the pricing on iTunes is going to change. A lot of popular music will undoubtly go up over the $1 mark, making the battle between your favorite song at this moment or the Big Mac that much more difficult. This will make the push for content bundling a little more necesary, because personally, we're already fighting a generation that is used to getting their music for free and if not for free, really cheap. Then you go and raise the price. Will this push more teens to make the extra effort to find a quick torrent to steal the song as opposed to paying more? The unfortunate thing, and this may be totally all made up in my head, is that I don't think that a lot of kids understand the whole point of paying for music and why downloading is considered stealing. They don't understand the copyright law, or that it's not just the artist that loses money, it's also all the people behind that artist that make them a success and bring them to your ear and thus, into your heart. The download generation is also considered, by me at least, to be a "damn the man" generation. And I know I've used this horribly cliche phrase before but it's quite examplory of the type of market so many obsolete label heads are trying to crack. This type of rebelious nature found in the download generation could cause one to think, maybe they won't like this $.30 price hike for their favorite tunes. But! they may also enjoy the $.30 price drop for something less noticed. Which, something the downloading "damn the man" generation also enjoys is finding brand spanking new music that mostly no one has heard before. I think it creates some sort of a feeling of being a trend-setter. Whatever helps you sleep at night kiddies.
Our culture has fueled such a war between the downloading generation and the labels. The more the labels fight to get whatever dollar is owed to them, the less and less young adults are likely to give it up. There is a feeling of trying to screw over the industry simply because it gave you a glimpse of file sharing and now it's out there and easily accessible, but they don't want you to have that. First things first, the labels (obviously) did not give anyone any type of file sharing capability. To be perfectly honest, and because I work for a label and worry about these people all day, I don't think anyone of the heads of a department would know the first thing about staring a file sharing website. And what would be the sense! You'd literally be taking your own money out of your own pocket. But that is all needless to say, we know that these handy file sharing sites are created by bored, jobless teens that are looking to piss someone off, whether it be helping people steal their product or setting the neighbors cat on fire. Or is that a stereotype, oops, sorry.
But I digress, per usual. Back to the subject at hand. Will the variable pricing help or hurt the industry. For a someone that works with a small label which has a good number of artists that feed themselves purely on their tour sales, the discussion that has already somewhat happened is "are we going to get screwed because we don't turn out crazy pop hits". And it's very very likely. Simply because our artists do not generate serious dollar bills like some, they will probably suffer and be placed with the $.69 crowd. Thus, we suffer and the deal is counter-productive. And whether or not I think that kids are going to be just as willing to pay $1.29 as they were at $.99 is arguable. I personally think that it will irritate a lot of kids and they will find other ways of buying/sharing their music. Then there is the up-side that they will think "what's another $.30" and just pay the extra without a question.
The real truth will be seen once the prices start changing and the fluctations in sales numbers is visible. The labels are hopful that this will create some much needed revenue for them, but I can't say that I feel as warm and fuzzy about it. Granted, I am young, and technically considered a part of that "downloading, damn the man" generation. There are others that have the experience of sea tortoises in this industry. But if you look at the past few years, you can see where that experience has gotten them; cowering and scared of a bunch of 16 year olds wearing short skirts and snow boots (I know I don't get it either).
So to keep this entry short and sweet because I have to go home, this is no longer a battle between digital and physical. It's now become a battle between legal dgital and illegal digital. And I think that if iTunes asks for a good deal of titles to raise their prices, the illegal side may not exactly win, but it may gain yet another advantage.
Just pay for your damn music people. Oh sweet irony.