Last week serial business starter and aging Internet super-star, Michael Robertson, launched the 6th iconoclastic Internet venture in his portfolio of disruptive ventures. The new business, called AnywhereCD, billed itself as an MP3 music vendor with a CD delivery option. And while the business itself is a bit of a yawner, its pricing and sales pitch are at least entertaining.
Explaining the AnywhereCD business model is a bit complex, largely because of how they are trying to market the service. Basically for around $15 bucks you can buy a CD from the site and get it sent to you in the mail. With each CD purchase you also get DRM-free files of songs from the CD int eh MP3 format. This is pretty impressive given the labels resistance to MP3 downloads even when they might make money from it. This is of course where things get kinda wonky. For $3 less than price of both the CD and MP3 files, AnywhereCD will sell you the CD and MP3 files but only give you the MP3 files. Confused?
The CD is clearly the basis of pricing on the site but their sales pitch is fashioned in a way to make it seem that the MP3 files are what’s being sold. The MP3 delivery and all the digital goodness that flows from having a DRM-free digital file is ancillary to the basic transaction of buying a CD for 12 bucks. The sites original pricing model featured two sets of prices one for MP3’s + a CD and the other for just the MP3’s. Thankfully, before anyone really had a chance to ask any questions or point out what was truly being offered, the MP3 album option disappeared.
In less then 12 hours after the sites launch, on April 12th, the MP3 only option was gone from the site. Apparently even the pretense of being able to buy albums exclusively as MP3 files is more then the labels can stomach. Gone is the “MP3 Album + CD” verbiage, replaced by the much safer and probably more truthful CD plus MP3 wording. Thus an interesting, if not truly new, online marketing and sales scheme was killed on the vine by the luddite music business. But wait, there’s more…
On April 20th Reuters reported that AnywhereCD had filed a lawsuit against Warner Music for breach of contract, business defamation and trade libel. Former liquor vendor and current Warner Music topper, Edgar Bronfman Jr., is reported to have said that selling digital music without DRM is illogical, clearly he believes not selling any music at all is the better option.