By Tim Low, Vice President of Marketing at PayScale
Apple wanted Taylor Swift (and other influential musicians) on board with their new streaming music service, Apple Music. Taylor wanted to get paid.
The fast-moving chess game/theater between Taylor Swift, the world’s reigning country-turned-pop star (and savvy businesswoman), and Apple, the widely lauded but not infallible maker of covetable consumer devices, had an interesting wrinkle that echoed a theme we’ve been hearing about in myriad ways this year—getting paid and getting paid fairly.
You see, Apple is launching a new streaming music service and they want you to start subscribing. As an enticement, they are offering new subscribers three months free as a trial offer. Many of their streaming competitors offer just one month. So far, so good. Sounds like a differentiated offering that might appeal to some Spotify users. The problem was that they were making artists swallow a deal where even though Apple Music was streaming their songs, they (and their studios) would NOT be paid a royalty during the time of the trial. Many in the music industry kept mum, no doubt afraid to offend the mighty Apple, but Taylor, who has proven unafraid to wield her considerable power for good or principle in the past, said hell no.
In an open and eloquent–this girl writes songs– letter to Apple she shared on Tumblr Saturday night, Taylor laid out the case for paying for things you value. Apple caved. Taylor won. Whether this was all designed in advance as a promotional strategy for Apple Music, we may never know. One thing we do know is that she didn’t just win for herself, she won for a lot of singers, songwriters, producers and musicians who wouldn’t have been heard on their own, and wouldn’t have had the pull that 60 million plus twitter followers gets you in this modern world. A simple message that you should pay for what you value might turn out to be a very powerful thing in this year where pay disparity along with issues of gender, class and public policy is becoming a topic for daily headlines.
Pay attention to this changing world as you think about what you value in your business and in your life. You might have to make some adjustments.
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