Chairman of the Board of Directors of the "Union" Alexander Menn offers music fans longing for a good new music, wait a few years - until the music industry come out of the crisis, of course. About the current state of the market, in particular prices and the impact of piracy - in an exclusive interview with the "guru" of the domestic audio. What is the division of labor between the main players on the Russian market sound recordings? The total market consists of three areas. First, write the company, the Russian artists. This market is rapidly going out and western companies. For example, Universial music that Linda Alsou and Tattoo published. Still active national team here. The second group - the companies that produce in western Russia pushes owners. In colloquial speech, the products are considered "kirillikoy." Simply put,. This western music with the cover in Russian The third type - the company that imported CDs western production. "Union" is in all three sectors. Position on the local market weak - the amount not more than 3%. To "kirillike" - more, up to 10%. Import - very strong - up to 30%. How many drives you produce annually? About 30 new CDs per year. And with so many are high risk. In fact, every company - is a risk, but it's more in the recording. Say, perfume launches a countless number of products per year, and the music industry (as a whole - not just the "Union") - a dozen a week. Therefore, we have more errors. Which method you plan to scale dissemination of new albums? By Western artists concentrate on the base of the leading foreign publications. According to Russian as the main tool to determine the draw - how many songs spinning on FM radio stations. When the album comes in the rotation, and there are 2-3 hits, scrolled repeatedly on the radio long before his release - the disc is determined to succeed. How does the system of prices in the shops "Union"? What kind of music will be marked down? The pricing system is simple. On imported sheets have single European price. New Star (go to the highest value), beginners, new editions of classic or an aging star (average price) and records from earlier years (the lowest price): Western publishers catalogs divided into three categories. Unaffordable way insanely expensive in Russia, according to Western standards generally - to this transport and customs. Plus a mark-up. And all in the course of time, written, from one category to another. Have you tried to change the price on the wheels, as needed, as well as the hotels in high season? If the hard disk is the "unplanned" popular, increases circulation, but the price to be used - ever. Otherwise, the companies that take the products to the implementation of the original price, and those who will be at a disadvantage. And they do not like scary - only with problems in their books. There is also a restrictive purchasing power, it is also necessary to consider, not to discourage the buyer, which is used for a certain price. What you pay royalties owner? License fees depend on how the contract, and are paid either in one or two places. Copyright - actually the author (komozitoru, poet), and so-called related rights - the right of the artist. Often the artist's rights to the product to other purchases not sing then. Then all calculations are only on him to. "Union" also bought the rights when he work with some of the young begins. But the author -. Not the business' Union "Because they not only from the hard drive, but with the power of radio, airplanes, ships, the Internet, cell phones and even derived in restaurants. We can not see everything. Cost of discs is negligible - 20-25 cents. But the copyright, for example, Madonna - $ 9 for each CD. Nothing can be done, and this is the main reason why nothing can be done against piracy. The ratio of cost of production and copyright is not in favor of the legal producers. What are the costs of legal defense manufacturer to publish the disc? Calculate the average cost - as I said the average for the hospital. It is clear that the drive Pugacheva and inexperienced musicians and costs will be different because they have different needs. Star of her level would not agree to the project company, which give issue the disc for less than $ 250,000 cash. If the publishing program is exceeded, it will potirazhnye interest. Assuming that the record company says that to sell it 100 thousand Disk of stars N. The copyright for each drive will cost, say, $ 2.5. Next drive (25 cents) plus a box, print, design, outstanding shares. Total - 75 cents plus production $ 2.5 copyrighted. So, $ 3.25 - stock price. But the one who is in the wholesale business, shopkeepers, transport, storage, etc. Therefore contains, he makes every drive margin of 20-30 cents. It turns out that when the market retailers drive cost is $ 3.5. Roznichniki make premium seller salaries, rent, to pay taxes. Usually it's somewhere 75%, as the price of retail space in Moscow sky high. - In a good store of about $ 1,000 per square meter So in this sector at every stage of the small profit. Everyone wants to make money on volume. But as a result of the general situation in the country (customs, taxes, the price of the land) starting price - high. Are you plagued by "pirates", and what damage they bring "Union"? The total volume of Russian cinema (trailer) and the music market - more than $ 2 billion the amount of the legal market - $ 200 million if the cracker market suddenly disappears, it is not, if you legal, because a sharp restriction on the purchasing power . But disappear exotic products, such as - on a DVD for 4 movies. After some time, to dramatically increase the number of creative people who are under the rule of pirated products simply do not have time to rise. Pirates pay not a copyright. If this is the Western drive on which several authors, but there are still hot, the difference is from 10 to 1 Law-abiding companies, in any case, even with zero cost of production, with the pirates play ten to one. Whether inferior pirated discs brand in quality? Pirated discs are not bad. They are manufactured in the same factory. In Russia, everything is arranged. Recently engineer night shift was sentenced in Zelenograd for that day, he issued a legal circulation and into the night - a pirate, on the same hardware. Perhaps the pirates have less pressure, less clean boxes sold in the doors, so that more external defects inconvenience. But in 95% of cases - illegal music CD in no inferior legal. It is somewhat different from the DVD. There, in the pursuit of speed, the pirates "screeners" have: Put the camera on a tripod and "diluted" on the screen, with the quality. Whether the rumors are true that the legal manufacturers special port made own CDs and sell them in the same place where pirates to discredit those? I've never heard - in any case we have not done before. And it makes no sense. Pirate points - all of Moscow in Russia. And at point of sale are constantly changing - here today gone tomorrow. In your opinion, more impenetrable protection against illegal copying of sound recordings will be created, or is that impossible? I understand that the latest developments in this area led the company Sony. But in my own data protection is already "broken." Therefore suffer from these safeguards can only ordinary listeners who want a house, for example, write for yourself with multiple drives on a collection - a CD-ROM. And it will not stop piracy. Recently Alexander Rosenbaum said he does not sell royalties of 90% of the records in Moscow. Where is the guarantee that the products within the network of shops "Union", not fake? I do not know Rosenbaum know, not "The Union" with him. But in principle, no such guarantee. If the "Union" is exhibit itself, check all the work team of lawyers. But we only have 10% of its products, for which we are responsible. Everything else we can not verify. Since download music from the net costs 20 cents, how do you feel when the broadband was at all, people would buy brand drives? It is certain that the future -. For electronic media But perhaps the emergence of new media - for example, chips and not drive. Humanity is always experienced. Note, however, the book is not dead. Wheels die, apparently not - at least not so soon. After all, they are not just buying for themselves, but also as a gift. Well done to the drive - a work of art. If one person in the store, "union" comes, he sees a lot of records. If he is not a fan, it's difficult to navigate, and there are no guarantees for the error. Spend too much time searching. In your opinion, could the facilitation of "navigation" in the sea of music consumers? We are not inventing anything new. While due to the negative relationship between the volumes of legal and pirated market, we are not able to pay the high salaries of clerk experts in the store, as in the West. Real expert knows everything about every album, know regular customers. We have the market for smaller and higher salaries end sellers are held only in the central points. So we try to extend only the production, music magazines. Now give all listen before you buy. Soon we were expensive system if the hard drive is not necessary to print, to hear - it's enough to show the computer code. On such an expensive system has led us to the Moscow government has introduced a special identification mark on the packaging. When it opens, it will automatically be a fake. Now you can listen to without having to open the package. The new technology will be launched very soon - in a large shopping center on Pyatnitskaya Street. If no secret, as you will be guided into the latest music? When young people at home, where they take the new music? I hear nothing, but do not pretend to be an expert. Unfortunately, not enough time - and so many people wanted to hear. My kids love - serious and other ethnic music. Do not run or pirated. How has your opinion, it's good music over the years less? If had met before the success of the album 07.06, is a enough now. And played it on the radio show clip on TV, and then selling it on the hard drive along with nine wretched craft. But some pay ten, not! Every culture has ups and downs. Now fall. At some point, the company has become well-fed, he was less spiritual needs. In parallel, the industry itself is going through bad times - companies are in restructuring. If such a monster like BMG and Sony merged because the handle alone can not, it says a lot. Nothing like that had never happened before. I think it will happen soon with Universial something similar. Typically, these cycles last 10-15 years. Thus began 7-8 years. So wait. Interview with Michael Grunin artpragmatica.ru,
No comments:
Post a Comment