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NZ anti-piracy campaign features on int website

NZ anti-piracy campaign features on international website

New Zealand's BRN>BRNT CD anti-piracy campaign features on a new international website set up to promote legitimate online music services and confront the myths surrounding online piracy.

The website at is supported by an international alliance of musicians, performers, artists, major and independent record companies and retailers across the music industry.

The site was launched in late May and includes the biggest international repository of information on the growing number of legitimate online music sites now offering more than 200,000 songs to consumers.

It also features a step-by-step guide to the processes in making music and the teams of people involved, viewpoints on the piracy debate from a cross-section of artists, the media and the public and answers to frequently asked questions about copyright laws for online music.

Pro-music has already attracted widespread support from across the music sector.

It is endorsed by IFPI and IMPALA, representing thousands of record companies worldwide; GERA Europe, representing music retailers in Europe; GIART, representing music performers in Europe; and the international musicians union, FIM.

Pro-music has also drawn statements of support from a range of artists of all music genres from across Europe. Artists take a stand, asking music fans to stop taking music without the consent of its creators.

According to Terence O'Neill-Joyce, CEO of the Recording Industry Association of New Zealand, this country's own anti-piracy campaign sits well alongside others on the web site.

"We've had a lot of positive feedback in the past about the Burn and Get Burnt campaign and its inclusion on the Pro-Music web site is simply further endorsement of the relevance of our messages," Mr O'Neill-Joyce says.

Other national campaigns featured on the web site include "" in the US, "Save Music" in Japan and "" in Canada.

Pro-music is the first international public awareness venture, with plans to roll out on a national level in several European countries in coming year.

Jay Berman, who is CEO of the International Federation of Phonographic Industries (IFPI) says the recent success in the US of Apple's iTunes is proof that if it's done right, music lovers want to get music in a way that rewards the artists and creators.

"The point of the Pro-Music initiative is to arm people with knowledge," Mr Berman says.

"The site is an important resource for news and information about legitimate music online: where to find it, how it works, why it's important and what the artists and creators of music think.

"Once they have visited the site, we believe people will stop and think about the impact of their choices as consumers of music. And they can make their own minds up next time someone asks, 'so what's the problem with getting music 'free' on the net?'".

The site features:

" Making Music: a look at the specialist skills and practical experience needed to do some of the hundreds of different jobs that help musicians and artists get their music to the world.

" Artists Speak: artists and musicians explain how they feel about having their music taken without permission, how it affects the work and livelihoods of all those involved and how it stunts the development of new talent.

" Music Online: the most comprehensive international listing of online digital music services and retailers with links to scores of music download sites and other sources of information about online music.

" Viewpoints: features quotes from music specialists. The section also provides an overview of other campaigns launched by music groups from around the world.

" Free Music?: confronts some of the biggest myths about on-line music piracy.

" On Copyright: explains why copyright is needed and what the laws mean. This section also provides a more technical explanation on how to reset or uninstall p2p software to stay legal and provides guidance for companies and colleges who wish to implement policies to avoid copyright theft.

Mr O'Neill-Joyce says raising awareness using a website is important but only part of a wider strategy by the music industry to provide consumers with legal on-line services.

"What's good is that is probably the first time such a wide cross-section of the music industry has come together to provide a consensus about online music. It does an excellent job of filling a vacuum of knowledge."


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