Variety profiles Guvera, an Australian company which is working on ways to
suck the life out of musicfind ways of monetising music now that the market value of individual tracks is almost zero:
For example, a clothing brand could create a list of tunes for girls in their teens who like "Twilight," or men who play videogames, read comicbooks and eat a lot of fast food. When searching for songs, users would be directed to music channels presented by brands with similar sensibilities. The marketer would pay record labels for those songs whenever they get streamed or downloaded.
Tracks are offered only to registered users of Guvera's website who have provided personal info, such as age, gender and where they live, as well as favorite bands, movies, sports teams, etc. -- information that will pair specific audiences with the brands that want them and are happy to pay for their entertainment.
The weakness at the heart of this idea is that it amplifies the general drift of the music industry over the last twenty years: the belief that your musical tastes are the result of your demographic data; with the obvious next step of reducing your choices to the things that you should be liking. Only now with adverts as well.
The upside is that this is only going ruin music that would work well for selling stupid tracksuits, and there has to be some way to