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Hardware 2.0

Adrian Kingsley-Hughes

Pete Townshend really doesn't understand iTunes

By | November 1, 2011, 2:18pm PDT

Summary: iTunes is a ‘digital vampire,’ music lovers should ‘pay for music rather than steal it.’

I get the overwhelming feeling that Pete Townshend, guitarist and songwriter for rock group The Who, really doesn’t understand iTunes and and how digital music works.

I’m basing this on comments he is reported to have made by the AP.

During the first John Peel Lecture (named in honor of the British radio broadcaster who died in 2004) Townshend calls Apple’s iTunes digital music service a ‘digital vampire’ which profits from music but doesn’t do anything to support the artists who create it.

I’m confused … Apple, like every other music store (both online and off), sells music and the artists get paid. What more should there be to this deal? Why should iTunes (or any other retailer) have to start employing talents scouts or offer space to bands so they can stream their music?

Maybe iTunes could become a label of its own, but that’s and entirely different argument.

If this responsibility falls on anyone, shouldn’t it fall onto the record companies?

But then Townshend makes an even stranger statement:

‘It would be better if music lovers treated music like food, and paid for every helping, rather than only when it suited them. Why can’t music lovers just pay for music rather than steal it?’

What? People downloading music from iTunes are paying for the music they are consuming. If iTunes wasn’t as prolific as it is, I’m certain that music piracy would be much more rampant and widespread than it currently is.

Like iTunes or loathe it, it’s now a vital part of the music industry.

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Adrian Kingsley-Hughes is an internationally published technology author who has devoted over a decade to helping users get the most from technology.

Disclosure

Adrian Kingsley-Hughes

All opinions expressed on Hardware 2.0 are those of Adrian Kingsley-Hughes. Every effort is made to ensure that the information posted is accurate. If you have any comments, queries or corrections, please contact Adrian via the email link here. Any possible conflicts of interest will be posted below. [Updated: February 23, 2010] - Adrian Kingsley-Hughes has no business relationships, affiliations, investments, or other actual/potential conflicts of interest relating to the content posted so far on this blog.

Biography

Adrian Kingsley-Hughes

Adrian Kingsley-Hughes is an internationally published technology author who has devoted over a decade to helping users get the most from technology -- whether that be by learning to program, building a PC from a pile of parts, or helping them get the most from their new MP3 player or digital camera.

Adrian has authored/co-authored technical books on a variety of topics, ranging from programming to building and maintaining PCs. His most recent books include "Build the Ultimate Custom PC", "Beginning Programming" and "The PC Doctor's Fix It Yourself Guide". He has also written training manuals that have been used by a number of Fortune 500 companies.

Adrian also runs a popular blog under the name The PC Doctor, where he covers a range of computer-related topics -- from security to repairing and upgrading.

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Quite
MartinMTurner 1st Nov
Yes, Townshend's comments were quite bizarre. I think perhaps he is confusing iTunes, where people pay for music, with some of the earlier sites which famously gave away music for nothing, and didn't pay the artists.
Martin Turner www.martinturner.org.uk
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@MartinMTurner

... it's Adrian's. If you read the linked article, the author clearly changes the topic from iTunes specifically to digital music more broadly, which is rife with the kind of music stealing to which Townshend is referring.
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@RationalGuy

Yeah, this Zdnet article does a disservice to Townshend, implying that he believes iTunes operates like the Napster of old. Rather, Towshend seems to be criticizing Apple for not making the sevrice more artist friendly (especially smaller, less established acts) in terms of how royalties are paid and how bands are promoted.

Now, I suspect that Townshend is being a bit unfair to Apple. After all, doing what Townshend wants (especially direct payments to artists) would alienate the record labels that Apple spent years courting in order to be able to offer their artists recordings on iTunes.

But still, he's not saying what the Zdnet headline suggests.
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I'll take the opinion of a rock legend
thx-1138_@... Updated - 4th Nov
@MartinMTurner ... over AKH and a pleb like you that have contributed absolute bupkiss to enrich the culture.

With all considerations taken into account, Townshend is dead right .. these pathetic, corporate tech' co's and big recording studios (also RIAA) have the audacity to highlight DRM / copyright infringement and hypocritically pilfer monies that should, technically (and by proper rights), be given back in much higher proportion to the recording artists the public are willing to pay to listen to.

AKH and you, M M Turner will disappear like so much detritus ... The Who will live on forever in rock folklore!

To coin a phrase from a Who classic " ... who are you? " Martin M Turner?? ... i [don't] really wanna know!
Maybe he wants people to pay every time they listen to a song.
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People DO pay to listen...
no_axe_to__grind 1st Nov
@SeedlessMango Indirectly, you do pay every time you listen to a song...

The music publishing industry long ago set rules that charged for every time a song was played. Therefore, people "paid" to listen, in one form or another. Typically, radio stations got advertisers. You bought from those advertisers. The radio station paid royalties to the artists that they played from the payments from the advertisers. That's how it worked.

You have to understand; for every significantly successful album, there are thousands that are made and fail. Who pays for those? Well, it's the investors, record labels, artists themselves and others.

The risk takers brought us this cultural necessity. The blood suckers bleed it without replenishing the blood supply.
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Musicians, just like anyone else with a particular skill, have no right to get paid any more than the market will bear. There is no minimum wage, not really, for anything if the market does not support it. It is only relatively recently (the last 100 years or so) that with the advent of true mass media the market has begun to support super wealthy musicians. This change was the result of technology. When technology changes again the market will shift again, perhaps in favor of musicians, perhaps against them.
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@rshol Like actors, musicians, in the main, starve for their artistry. The "super wealthy musicians" are few and far between. Risk taking is the name of the business; if you want the financial benefits, you have to pay your dues.

Apple hasn't paid sh*t to the industry - instead, they just suck the blood of successful artists,
@no_axe_to__grind

Apple hasn't paid sh*t to the industry - instead, they just suck the blood of successful artists,

They have paid somewhere between $10,000,000,000 and $15,000,000,000 to the music industry. Do you call this sh*t?

You may have issues with the record labels but iTunes saved the industry from complete ruin.

http://thisisthesound.com/blog/text/13075345

The industry got fat on CD revenue and expected it to continue forever.
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I found this article
oncall 1st Nov
@no_axe_to__grind
http://www.nytimes.com/1995/07/05/arts/pennies-that-add-up-to-16.98-why-cd-s-cost-so-much.html?pagewanted=all

Now Apples cut for selling music is reported to be on the range of 30% with the rest going directly to the labels. That's less than retails cut. Apple doesnt "owe" them anything more. Now if Apple is going to assume more risk then it should get some or all of the 27% that goes to the label plus the 13% to the manufacturer and 9% to the distributer and toss in the extra 5% less that Apple takes under retail.

But of course all this is just a variation of arguments we see everywhere that digital media is disrupting the established. People want their digital media the way they want it, they will not buy an album when one song is all they want any more, it's their money, and calling them simpletons or morons etc. doesn't change that fact. If the artists cannot put enough value into the other 9 tracks of a 10 track album to justify the purchase too bad.
@no_axe_to__grind and others

Apple presented the first "paid" digital model, and they deserve a lot of the credit for it. The music industry would have been in an even worse state if iTunes hadn't been an alternative to the Napster/P2P situation. And in my case, the biggest competition is still "free" or "cheap". I have about a thousand songs in Amazon Cloud, and over 700 of them were 0.00 charge. The variety of free classical and alternative music on Amazon is amazing.
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@rshol

Intellectual property is the first and best example of market failure. Since books and music can easily and cheaply be reproduced and sold by persons with no connection to the artist, governments instituted copyright and patent regimes to promote scientific innovation and the arts. A government instituted monopoly was necessary because the market by itself was insufficient to the task.
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It's the behavior
Robert Hahn 2nd Nov
You are blaming the concept of "markets" for the consequences of "humans being dishonest." The fact that, absent restraints, so many people will engage in criminal behavior is one of the main reasons Everybody Else forms government. When it isn't copying music or other IP, or counterfeiting money, it's robbery and murder. "Markets" have nothing to do with any of these things.
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He might have a point
itpro_z 1st Nov
One artist that I listen to once said that she never once got a statement from her recording company showing that they sold enough of her albums to make up for their expenses. She stated that the only way she made money over the years was through touring, not music sales. Is it any different today with iTunes downloading? I know that some artists control their content, but most are still locked into recording contracts that favor the recording companies over the artist. The artist that I mentioned above broke free by producing and selling the music herself, both on CDs and through her website.
@itpro_z: ... Apple's 30% share.

Manufacturing, logistics, and retail take up to 40-50% of the retail price of a CD. (It is similar to publishing industry, where some of publishers moan that they have to pay to Apple for distribution channel 30%, while they pay 50% for physical newspapers and magazines and do not moan there.)

So whatever problems this singer have with money comes from labels' accounting system. In the past, there were huge scandals because labels accounted their own expenses way overboard their actual face value, so artists could actually never start to make good profits. Even today, labels are not transparent enough for their artists in terms how they account such expenses.
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Right, but you miss the point, too
no_axe_to__grind 1st Nov
@DeRSSS Those "vultures" (aka the record industry) took significant risks to bring some great music to all of us. Their A&R people scoured the country for talent; their production arm financed risky album ventures; their promotion wing spent fortunes promoting new groups.

What has Apple - the great saviour of all of us (read bullsh*t) - done? They've taken us back to the late '50s when singles were $.99, and artists were all "one-hit" wonders.

That's not helping anything. Music is the major art form of most countries and, like any art form, it needs benefactors and risk-takers, not bloodsuckers.

JMO... happy
The man is a musician, after all. He probably burned out his brain years ago.
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Better
thx-1138_@... 4th Nov
@Bill4 ... to burn out (like Townshend)

... than to fade away (like Bill4).
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Pointless rant
oncall 1st Nov
iTunes is just another distribution channel for artists work. Like Walmart, like Amazon, like Tower Records etc. If artists feel they are not being compensated adequately that probably has far more to do with the record labels than iTunes.
Pity none of the people here appear to have chosen to listen to what Townsend actually said. The point about iTunes is that it cannot be compared to any record shop that ever existed. The profit margins made by Tower, HMV, Virgin etc etc at their height were but a tiny fraction of the commission that iTunes makes on sales of downloads. Even more importantly of course is the fact that at no time in their history did any of these companies command the virtually monopolistic position that iTunes does i.e. a market share of some 75% (anyone with a basic knowledge of economics should then understand that in a market where one firm commands such a position the price paid is determined by that firm rather than some "invisible hand" so rshol's argument is to be frank in this context nonsensical). Of course more established artists can find other ways of distribution but they can do so because they have already established a fan base. However, it is important to note that Townsend was referring specifically to *new* artists and his point was that in the UK John Peel at least gave these artists that initial bit of exposure that would connect them with the wider public and thus allow them to rise and fall on their relative merits. Townsend is thus saying that given the way it is able to exploit it's position and given it doesn't actually make any music itself wouldn't it be nice if Apple could use it's position to take on a "John Peel type role" and at least provide musicians who are starting out with that vital bit of exposure something which will not only benefit the development of new music but in the long term maybe even Apple itself. So no it is not Pete Townsend who doesn't understand iTunes it is y'all who don't understand Pete Townsend!!! (Even if he does seem to carry a bit of a chip on his shoulder re: Led Zeppelin).
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Excelent post.
John Zern 1st Nov
@arwales
You are correct in that with 75% of all digital dpwnloads processing through iTunes, Apple is is that unique position where they can say "You need us more then we need you, so why should we do anything beyond maximizing our profit?"
@arwales AKH based his blog post on the AP story, not on a transcript of Townshend's remarks. The AP story does make it seem that Pete's chief axe to grind was against iTunes alone, and not simply digital music in general.
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Maybe I was harsh then,
opcom 3rd Nov
@arwales -accoding to how the statement was presented here in this blog. I've bought his material for decades so yes I was affronted based on the blog.
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You miss the point entirely
no_axe_to__grind Updated - 1st Nov
What iTunes is doing is profiting from already-successful music, or artists that already are, or whose new releases soon will be, charting.

It is not like record labels: it doesn't promote new talent, spend money on promotion, nurture new bands or take chances on artistic endeavors (read "albums").

Apple simply sucks the blood out of tunes that are already charting (or will chart) by offering singles. That doesn't help the artist. It doesn't help promote the artistic nature of albums (where, yes, several tracks are often not up to the demands of the simpletons who listen only to charting singles).

Many "music morons" today think only in terms of danceability, single success and music hooks. They have no taste, nor any desire to help artists. Apple is in that category.

It's exploitation without risk. That's what Pete was talking about I think.
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Stuff that doesn't work
Robert Hahn 2nd Nov
The business model in which one refers to the customers as "morons" has been widely discredited. So has the one in which the seller bundles two turds with each rose and charges rose buyers for turds.
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n/a
no_axe_to__grind Updated - 1st Nov
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No, he wants Apple to support the artists! Crud, Radio Stations promote musicians, give them free advertising for shows, put on concerts themselves and often give them a chance through interviews to promote themselves!

What does iTunes do beyond storing and selling music by which they line Apple's pocket!?!

Seriously, Apple has so much money they should promote a tour of their own with a mix of established and up and coming artists.

Apple isn't the only offender here, just the largest.
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What does iTunes do?
oncall 1st Nov
@Peter Perry

Nothing I guess. It only gives the artists an instant, reliable and legitimate digital media distribution channel to, oh, about 500 million iTunes users. And for this Apple only takes 30% to act as distributer, manufacturer and retailer.

Somebody posted some graphs above. Music appears to be an industry in decline well before Apple entered the scene as a serious player, so now Apple is scapegoat, oh well.
@oncall Music is cyclical, it follows trends and needs good artists.

As for iTunes, they are Just selling music and other mediums were able to the same as good or better... Apple used the iPod to leverage iTunes and vice-versa otherwise it wouldn't be the biggest. Please in the future don't argue for monopolistic practices like they are doing everybody a favor.

Bottom line, Apple and the Studios are making as much or. More than the artist that provide the real basis for those companies existence and they should take care of them more! This is why I think it is great when an artist like Garth Brooks or Michael Jackson take it to the studios!
@Peter Perry

Apple can only maintain a store; they can't become a direct distributor or start a label. There is already a company called Apple Corps that's in that business, and their respective abilities and obligations have been sorted out over two decades' worth of lawsuits.
His name is Townshend, not Townsend.
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Even the spelling contains errors
johnfenjackson@... 2nd Nov
I get the overwhelming feeling that Adrian Kingsley Hughes, 'internationally published author', really doesn't understand Information technology, global corporate business culture or the music industry.
I???m basing this on the worringly ignorant and illogical comments made in his post ... beginning with the simple fact that he has never noticed the unusual spelling of Towshend's surname.(One suspects that he may never have heard of The Who either until their hit signature tune on CSI.)

"I???m confused ??? Apple, like every other music store (both online and off), sells music and the artists get paid. What more should there be to this deal?"
No Adrain, you are not confused, you are intellectually challenged. It appears you can only think in simple terms, without really investigating thoroughly and getting to grisp with complex issues.

Did it ever occur to AKH that the proportion of purchase price distributed amongst the music company, digital store, money collector ... and finally the original artist might be important? How about if the music company gets 40-50%, Apple 30%, VISA 10% and the writer what's left? So of the original 8 pints of blood the artist is only left with 1. Against which Dracula looks like an amateur.

And did it ever occur to AKH that the arrival of the Information Age and in particular the Internet largely renders all the middle-men redundant, or at best marginalised ... since the cost of advertising, distribution and sales thereby falls dramatically.
No - his thinking is so feeble.

Did AKH check Towshend's assertion that in the 'good old days' music companies helped promote artists ... whereas Apple do none of that?

"But then AKH makes an even stranger statement.
???It would be better if music lovers treated music like food, and paid for every helping, rather than only when it suited them. Why can???t music lovers just pay for music rather than steal it????
What? People downloading music from iTunes are paying for the music they are consuming."
T. is not referrring to iTunes here but to pirates ... he's moved on ... did AKH actually listen to his address? I doubt it.

"Like iTunes or loathe it, it???s now a vital part of the music industry."
I loathe it - but that is not my objection to AKH's post.

1. No significant arguments are presented, certainly nothing new.

2. There is no indication of music industry knowledge.

3. There is no consideration of the Internet's potential impact on the music industry.

4. There is no discussion of business models and global corporate culture.

Goes with my collection of 'all time worst posts on ZDNET'.
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Pete doesn't even know what trap is ITunes for real. An album bought with an Apple ID with a 2002 E-Mac you can't burn a Cd with. Same album passed on a Mac Mini 2006 you can't put on a cd as well. Same album with a brand new Mac Mini with Lion and a new ID you can't even listen to...
In the end I bought through the years some albums granting ITunes with hundred euros, for nothing. Better for ITunes that Pete doesn't know or care about this plus features of a pillar of music industry.
@Rumenigge The music labels only agreed to sell through the iTunes store in the first place if Apple agreed to slap DRM on the tracks, but it was a light DRM. Just because you can't burn an entire DRMed album onto CD doesn't mean you can't burn the individual tracks over and over again, you just need to burn them in different combinations. In the past, we call this "doing a mix tape". Of course, you could always get around the DRM by burning individual tracks to CD then reimporting them from that CD, but that requires a bit of effort. And why should you be able to listen to tracks bought with one ID on a computer assigned to another ID? I didn't know a single person needed to have multiple IDs. The computer has to have a way to distinguish one person from another, and that's through the ID. Reasonable restrictions were a condition of the creation of the iTunes store, and that's all I see here.
Looking at Apple's 10K report for fiscal 2011 (10K is grownup talk for actual financial data, rather than the fantasies of trolls), Apple took in 108 billion in revenue for FY11, of which 6.3 billion was in sales from iTunes, the App Store, and the iBooks store combined. That's a lot of money to me, but to Apple it's but a small part of their business model. Of that, it kept only 30% of the revenue, about 1.9 billion. I assume that it cost them something to provide the infrastructure to download (and with iCloud, redownload) all that content, so their profit on this segment of their business is probably less than $1 billion, a small part of their total $25 billion total profit. So jumping on Apple when all it does is provide a way to download your music easily and conveniently onto your iPod, and not the music labels for snarfing up the rest of the money with predatory contracts that don't give most bands a share of the profits from their recordings, seems a bit lopsided to me. Amazon keeps a similar portion of the total revenue in their music store, why aren't you all piling onto them, instead of Apple, which pioneered the mechanism for legally buying digital music content in the first place? Unlike Napster, which enabled wholesale digital piracy, Apple figured out how to coax the music publishers to sell their content online, first by slapping DRM on their tracks, then showing them that people would still buy without DRM.

I bet most of the trolls who are berating Apple for not doing right by the artists have large pirated music collections themselves.

That said, I think it would be a great idea if Apple set up a system where small music producers could post their wares on the iTunes store without having to go through a music label. If they built it like their App store model, where artists could pay a yearly $99 fee for access to the store, and a software mechanism that could scan the tracks for IP violations before posting, it would go a long way toward providing a way for indie artists to make a living without paying for the infrastructure to provide their own music downloads. Of course, this might upset the major labels, but I bet this can be finessed by Apple, which has the market power to wield against the big labels.
actually if you are a small artist (like) and you are on iTunes it is really difficult to get paid...
As a muso I've got strong opinions on this. I read the entire original article and think that Pete's misguided. His ire should be with the record companies that overcharged for their media and underpaid us in the first place. IMO an online store like iTunes is helpful in that it's not just labelled artists that are able to sell and distribute music. The royalty rate from Apple is greater than that from a record label
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Oh no. I think Pete understands.
Dietrich T. Schmitz * Your Linux Advocate 2nd Nov
It's just that he Won't get fooled again!
Queue the music.
Townshend is missing the point entirely. People do consume music like food and pay by the portion. It is called attending a live concert performance. Recorded music is a different beast. If I pay for a recording once I want to listen to it at my convenience. The artist has already been compensated for their effort. It requires no more of them if I listen to it once or one hundred times.
Artists don't like Apple's Itunes,Apple doesn't like Spotify,I guess Spotify doesn't like Grooveshark,maybe Grooveshark doesn't like free downloads...I think everybody is gonna be disappointed.
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in order to Nehru for January seventeenth, 1929 stating:"I utterly distrust doctors' accounts, I strongly recommend Kuhne's bathtub and the sun baths. "

The Cleanse Bath is dependant on Louis Kuhne's scrubbing sitz bathtub.
???????????? It can be a tool in which nature amply provides united states with, to assist us maintain our health and wellbeing and physique in ideal condition.

Based on Kuhne, inner body temperature -generated by way of movement, digestive function, stress and shock- pushes unwanted fat and toxic compounds out for the body's periphery exactly where they pay in and can no longer be wiped out. The Detox your body Bath doing work principle will be to cool all the way down the core area of the body, we. ???????????? e. the actual groin plus genitals. by making use of cold h2o for fifteen to thirty minutes daily, or a minimum of 4 times each week (depending on your own initial condition as well as results a person seek so that you can achieve). ???????????? This action provokes your vibration while in the fascia, (interconnecting muscle covering every internal organs) which in turn produces a roll- backside effect which will drives surplus fat and toxins back up in the intestines, where they may be eliminated.

The Detoxing Bath is undoubtedly an ancestral curing method that will help flush contaminants, excess unwanted weight and cellulite from a system every day. Practiced regularly it'll boost ones own mood along with energy. It'll encourage better and many more restful slumber, help our bodies stay trim down and beautifully shaped and provide you with a beautifully very clear skin and even radiant skin. It uses nothing but water to support eliminate fat and toxins and gaze after a healthy and balanced, fit plus toned shape. .

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If for example the holes within the showerhead really are clogged, surge in value the faceplate just by removing any screws affixing it towards the head. Individuals remove all the faceplate, it's okay, just maintain ones entire appliance unscrewed. tiffany rings Important showerheads have clogged may be the lime deposits that will be formed and start stuck with the holes in time. To eliminate lime money deposited, take also the faceplate or your entire showerhead, and drench it within the bowl with white vinegar for a minimum of eight numerous hours. This could dissolve that deposits, and manufacture them easy to cut out by adhering a toothpick or maybe small nail on the holes with the showerhead. Afterward, scrub any faceplate by having a stiff plastic-type material brush along with screw the system back throughout the wall. .

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