Music/Software Consumers

I’m trying to figure out the target audience for AllofMP3 (now AllTunes or MP3Sparks). In doing so, I came up with the following categories of music and software consumers.

Honest people

Yes, scarce as they are, they do exist. I spoke with one recently—he works at the same company as I do.

These people will not even think of acquiring music or software illegally, or in an unethical manner—they won’t borrow a CD and rip it to their iPod; they pay for a “real” WinZIP license, and they are the ones supporting the RIAA.

NOT THE TARGET AUDIENCE FOR AllofMP3

Pirates

These are much easier to find than the honest people. They will use any and all methods to acquire music and software, other than actually paying. They use bitTorrent, P2P, networks, cracking protected content, and all the other free ways to get digital information.

NOT THE TARGET AUDIENCE FOR AllofMP3

Moderates

I believe a lot of people fall into this class. Moderates want to pay for music and software, and often do so. However, they do take advantage of freeware and shareware (they don’t, for example, pay for WinZIP); they may download the occasional piece of software that is too expensive or they don’t use much; they may download the occasional song, if only to avoid supporting the RIAA and their ilk.

This group typically tries to support artists when possible, and is not unethical for the thrill of it. Moderates often buy music (online and offline) when none of the money is going to the RIAA and its supporters. Neither do they want to support thieves such as AllofMP3 – if they
are going to pay, they will pay the artist.

NOT THE TARGET AUDIENCE FOR AllofMP3

Others

This last category are the ones who use sites such as AllofMP3; but I’m not sure what to name this group; stupid cowards fits, but is a bit more disparaging than I really want to be towards this group (I know some of them, after all).

The one thing this group is not is ethical. They are still “stealing” the music (after all, the
artists are not receiving anything from AllofMP3). Essentially, they are paying the super-pirates to steal the music/software for them.

These people are willing to pay—just not very much. And they are not willing or able to use file sharing, for one of the following reasons:

a) Techical inadequacy; cannot find all the music they want, or cannot find/ install/use file sharing software.

b) Fear of being sued or caught by the RIAA

c) A combination of a and b.

The target audience for AllofMP3:
Stupid, scared, or both