Music industry buys a clue

"If prices were raised at this moment, it would drive people back to the pirates quicker," admits Universal executive Doug Morris in a stunning display of common sense.

While the headline says "Universal Music may seek royalty deal with iPod", that's not the interesting part. Of course they would like money from every iPod sold, who wouldn't? But Universal's Doug Morris realizes this isn't likely to happen. The interesting part is this admission:

"We've had no problems with [Apple's] pricing policies because we believe that, if prices were raised at this moment, it would drive people back to the pirates quicker."

While this might be obvious to readers of this column, it's virtually unprecedented to hear it coming from the mouth of an music industry executive. Not only that, but Morris goes on to say that the company needs to keep its focus on content. "No one is going to do anything unless we concentrate on the creative," he added. Bravo, Mr. Morris.

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