Case 4:20-cv-07572-JSW Document 54-16 Filed 08/25/21 Page 1 of 4
`Case 4:20-cv-07572-JSW Document 54-16 Filed 08/25/21 Page 1 of 4
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`8/11/2021
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`Does The Long Tail Apply to Mobile Music? | WIRED
`Case 4:20-cv-07572-JSW Document 54-16 Filed 08/25/21 Page 2 of 4
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`Does The Long Tail Apply to Mobile Music?
`Mobile music hasn’t yet been able to tame the long tail, according to details unveiled at the Popkomm
`conference in Berlin, but that could be due to cellphone providers’ inability to embrace the openness
`and integration that have become second nature to web 2.0 developers. Chris Anderson’s long tail
`theory posits that technology has enabled […]
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`https://www.wired.com/2008/10/emusic-the-musi/
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`ELIOT VAN BUSKIRK
`10.17.2008 06:45 AM
` Mobile music hasn't yet been able to tame the long tail, according to
`details unveiled at the Popkomm conference in Berlin, but that could be due to cellphone providers' inability to embrace the
`openness and integration that have become second nature to web 2.0 developers.
`Chris Anderson's long tail theory posits that technology has enabled companies to earn significant revenue by selling seemingly
`insignificant amounts of lots of lesser-known media, in addition to the tried and true method of selling millions of copies of a
`few hits. While there's plenty of evidence to support his theory in the music world, attendees of the conference heard one
`executive claim that the long tail is dead, insofar as mobile music goes.
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`8/11/2021
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`Does The Long Tail Apply to Mobile Music? | WIRED
`Case 4:20-cv-07572-JSW Document 54-16 Filed 08/25/21 Page 3 of 4
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`https://www.wired.com/2008/10/emusic-the-musi/
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`Frank Taubert, CEO of 24/7 Entertainment, which provides 4.5 million songs to a wide variety of digital music services including
`the unlimited mobile music services Omnifone we liked so much, toldPopkomm attendees on Monday that a full 66 percent of
`those songs had never been purchased or downloaded – not even once.
`However, Taubert's assertion that the long tail does not apply to mobile music was challenged on Friday by Madeleine Milne,
`managing director of eMusic Europe. "Three quarters of eMusic's entire four million track catalog sells at least once every year
`– or, to put it another way, we sell more than 50 percent of our catalog at least once every quarter," she said.
`Why would the long tail theory apply to eMusic's website but not 24/7 Entertainment's mobile-oriented business?
`The real reason the long tail doesn't apply to 24/7's clients,
`according to eMusic, is that mobile music has failed to offer musicfans the social, encyclopedic, grassroots-oriented services
`thatencourage the discovery of new music.
`Meanwhile, Milne said, sites likeeMusic have had great success selling long tail content because webusers – unlike their mobile
`counterparts – have a wealth of resourcesat their fingertips for finding new music. The site's web 2.0 features,
`which she said will soon be expanded, let the site's users access"relevant content from around the web andallowing music fans
`to share their finds with friends on major socialnetworks, bookmarking sites and blogs."
`Omnifone MusicStation Max, which uses 24/7's catalog,
`actually does offer some fledgling social/web 2.0 features, likethe ability to recommend tracks to other users and to have news
`feedstailored automatically to the artists in your collection. Yet these recommendations have apparently not had the same
`longtail-enabling effect that their online counterparts have had – and there's a good reason for that.
`If cellphone networks want people to delve into their entire musiccatalogs and make the long tail theory work for them, they
`need to make cellphones more like computers. MaybeOmnifone's recommendations shouldn't only come from friends within
`thenetwork, but also from friends on Facebook, imeem, MySpace and so on. The walled-garden approach taken by most
`cellphoneproviders is making the mobile music world resemble the pre-web musicworld, before people had so many music
`recommendations at theirfingertips.
`As computer-like cellphones like the Apple iPhone and the GoogleAndroid-based devices that allow the installation of music
`discovery applications become more prevalent – especially if those can be linked to the device's music store features – music
`fans' mobile music behavior will start resembling their behavior online. Untilthen, mobile music will likely continue to be
`dominated by artists atthe top of the charts, causing mobile music providers to leave long tail money on the table.
`See Also:
`Hands-On With Omnifone's Unlimited Cellphone Music Service
`OurStage: Pushing Bands Up the Long Tail
`The Long Tail
`Major Labels Release Long Tail Music on Amazon
`UK Royalty Organization: 'The Long Tail Is Not Worth Calculating'
`MTV Gets Down with the Long Tail
`Screenshot: The Long Tail
`TOPICS
`DIGITAL MUSIC NEWS
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`8/11/2021
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`Does The Long Tail Apply to Mobile Music? | WIRED
`Case 4:20-cv-07572-JSW Document 54-16 Filed 08/25/21 Page 4 of 4
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