Professor examines monetization in modern music business

Gloor

Storm Gloor, assistant professor in the music business program at the University of Colorado Denver's College of Arts and Media, says the online music industry still is in the midst of big change. His study "Can the Madness be Monetized? An Exploratory Survey of Music Piracy and Acquisition Behavior" recently was published in the annual edition of Music & Entertainment Industry Educators Association (MEIEA) Journal. Gloor co-authored the paper with Belmont University professor Clyde Rolston.

"The research paper is based on analysis of data collected from our survey of more than 1,200 consumers regarding their views and practices regarding music piracy and how they acquire their music," Gloor said. "Our study found, for instance, that respondents were actually willing to pay a much higher monthly price for an 'all you can eat' unlimited download service than what the music industry has generally considered the highest price they could charge for such a program. We also found that those consumers used to not paying for music were just as willing as those actually purchasing it to use ad-supported free music services, a business model that has not yet been fully supported by major U.S. record companies though it is popular in other countries. Such a service could both reduce piracy and provide additional revenues to record companies and artists."

MEIEA is an international organization formed in 1979 to bring together educators with leaders of the music and entertainment industries. Its primary goal is to facilitate an exchange of information between educators and practitioners in order to prepare students for careers in the music and entertainment industries.