• Home
  • Latest
  • Fortune 500
  • Finance
  • Tech
  • Leadership
  • Lifestyle
  • Rankings
  • Multimedia

Trendingnow

1

Elon Musk on MacKenzie Scott giving away $26 billion of her fortune: 'Sadly,' it makes the world a worse place

2

MacKenzie Scott alone accounted for one-third of America's $19.2 billion in megagifts last year

3

Philanthropy leader at Warren Buffett and Bill Gates’ Giving Pledge says children of billionaires are pushing them to give their wealth away faster

1

Elon Musk on MacKenzie Scott giving away $26 billion of her fortune: 'Sadly,' it makes the world a worse place

2

MacKenzie Scott alone accounted for one-third of America's $19.2 billion in megagifts last year

3

Philanthropy leader at Warren Buffett and Bill Gates’ Giving Pledge says children of billionaires are pushing them to give their wealth away faster
Weekly Read

The content wars: No more free ride

By
Richard McGill Murphy
Richard McGill Murphy
Down Arrow Button Icon
By
Richard McGill Murphy
Richard McGill Murphy
Down Arrow Button Icon
November 4, 2011, 9:00 AM ET
Add Fortune on Google for similar content.

Our Weekly Read column features Fortune staffers’ and contributors’ takes on recently published books about the business world and beyond. We’ve invited the entire Fortune family — from our writers and editors to our photo editors and designers — to weigh in on books of their choosing based on their individual tastes or curiosities. In this installment, contributor Richard McGill Murphy reviews Robert Levine’s Free Ride: How Digital Parasites Are Destroying The Culture Business, And How The Culture Business Can Fight Back.



FORTUNE — In 1847, the French songwriter Ernest Bourget walked into a café in Paris and ordered up a drink. Soon after, the house band struck up one of Bourget’s compositions. When the waiter brought Bourget his check, the composer declined to pay on the grounds that the café had not compensated him for using his music to attract patrons.

Bourget successfully sued the café for copyright infringement. The landmark case led to the creation of SACEM (Société des Auteurs, Compositeurs et Éditeurs de Musique), one of the first organizations dedicating to collecting public performance royalties for artists.

Sound familiar? In our own day, “content creators” (the community formerly known as writers, musicians, and filmmakers) have an even tougher time getting paid for their work. As we all know, the Internet has drastically lowered the cost of distributing media and made it optional for consumers to pay for much of the media that they consume. As a result, the traditional media companies that once provided artists and journalists with income are struggling to survive.

What’s at stake? Only the future of civilization, according to Robert Levine’s smart, caustic tour of the modern culture industry. “The Internet has been an impressive engine of economic growth,” writes Levine, a former executive editor of Billboard magazine. “But a great deal of that growth has gone to a small number of technology companies. They depend on informative journalism to make their search engines helpful and compelling music and movies to make digital players worth owning. But the companies that fund those cultural products have never been in worse shape. They’re cutting jobs, and with them the ability to create and market new work.”

Digital piracy is flourishing, while Google (GOOG), Apple (AAPL) and the Huffington Post laugh all the way to the bank with the vast sums that they suck up by indexing, aggregating, hosting and otherwise exploiting the “free” culture that we all consume. (Later in the book, Levine gives Apple credit for creating the beginnings of a functioning digital media economy via its iTunes ecosystem, which uses a walled garden approach that does compensate content creators, albeit at very low rates.)



Levine revels in pointing out the hypocrisy of billion-dollar corporations like Google that advance their own economic interests by lobbying for an open Internet at the expense of the cultural creators that provide so much of the value in a broadband subscription. His gallery of cultural parasites also includes social networks like Facebook and YouTube, whose business models depend on publishing a steady supply of free content from wired, forward-thinking Netizens like you and me. But Levine points out that after nearly two decades of dreamy, collectivist rhetoric about cyberculture, crowdsourcing, citizen journalism and the like, professional media organizations still produce the bulk of compelling online content.

Levine marshalls plenty of evidence to support his case. Seven of the 10 most popular video clips in YouTube history are professionallym produced music videos, he notes. A decade after Napster’s demise, file-sharing services are still stuffed with copyrighted music. Newspaper websites reach some 75 million readers a month, more than a third of all Internet users in the U.S. And fully 99% of all blog links to news stories go to traditional news organizations, according to a 2010 study by the Pew Research Center’s Project for Excellence in Journalism. In Levine’s telling, the salient difference between the musty old media world and the brave new digital world is that professional content creators get ripped off more online.

It’s not all bad news: Levine ends his book on a hopeful note by considering revisions to U.S. laws like the Digital Millennium Copyright Act that could foster a more equitable and sustainable relationship between the media companies that create content and the technology companies that largely control its distribution online. At the end of the day, he argues, it’s about striking the proper balance between open and closed information regimes: “Online activists present the choice about our online future as one between control and creativity, but it’s really about commerce or chaos,” he writes. “A completely closed system would indeed defeat the purpose of the Internet; it would limit both commerce and creativity. But so would an absolutely open one, where selling digital media — or anything that can be reduced to zeroes and ones — would be almost impossible in the long run. We’d have a 21st century communications infrastructure supporting a 17th century economy, where artists need patrons and only physical items have value. That doesn’t sound like progress.”

I hasten to add that Levine is not an uncritical defender of old media behemoths like Sony (SNE), Disney (DIS) and of course Time Warner (TWX), which publishes Fortune and, not incidentally, pays me to write articles like this one. He acknowledges that record labels and movie studios have a long, ignoble history of exploiting the creative talent that they employ. He’s less interested in holding professional media companies to account for their role in the coarsening of public discourse both here and abroad, although he does note, in the course of an approving take on News Corp.’s (NWS) efforts to monetize digital journalism, that Rupert Murdoch and his son James make “unlikely potential saviors of journalism” because of the tabloid vulgarity and shrill politics that some of their properties peddle.

Nowhere does Levine address the phone-hacking scandal that rocked the Murdoch empire just a few months after his interview with James Murdoch at News Corp headquarters in London. That’s a glaring omission, given Levine’s central argument that stealing culture is wrong because it kills the goose that lays the golden eggs. If it’s wrong for the Huffington Post to steal News Corp’s journalism, then surely News Corp journalists were also wrong to steal a murdered girl’s voicemail messages for the sake of newsstand sales? And while the author’s manuscript deadline may have come before the hacking scandal broke, a wise publisher would have allowed him to strengthen his book by holding the presses for a few weeks.

Granted, the two cases are hardly parallel: Failing to compensate professional content creators is quite different from violating individual privacy for commercial gain, although both constitute sleazy behavior. But I think Levine missed an opportunity by not following this comparison to its logical terminus, which would be an examination of the moral issues raised by a digital advertising industry that makes money by aggressively harvesting personal information online. That’s a stark illustration of the high price that we all pay for “free” culture.

About the Author
By Richard McGill Murphy
See full bioRight Arrow Button Icon
Add Fortune on Google for similar content.

Latest in Features

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025

Most Popular

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Fortune Secondary Logo
Rankings
  • 100 Best Companies
  • Fortune 500
  • Global 500
  • Fortune 500 Europe
  • Most Powerful Women
  • World's Most Admired Companies
  • See All Rankings
  • Lists Calendar
Sections
  • Finance
  • Fortune Crypto
  • Features
  • Leadership
  • Health
  • Commentary
  • Success
  • Retail
  • Mpw
  • Tech
  • Lifestyle
  • CEO Initiative
  • Asia
  • Politics
  • Conferences
  • Europe
  • Newsletters
  • Personal Finance
  • Environment
  • Magazine
  • Education
Customer Support
  • Frequently Asked Questions
  • Customer Service Portal
  • Privacy Policy
  • Terms Of Use
  • Single Issues For Purchase
  • International Print
Commercial Services
  • Advertising
  • Fortune Brand Studio
  • Fortune Analytics
  • Fortune Conferences
  • Business Development
  • Group Subscriptions
About Us
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • Facebook icon
  • Twitter icon
  • LinkedIn icon
  • Instagram icon
  • Pinterest icon

Latest in Features

Photo of young woman with a photo of a pizza
SuccessThe Interview Playbook
Gen Z grad landed an internship by wearing her university baseball cap to her pizza joint job. Now she works at Cisco
By Orianna Rosa RoyleJune 14, 2026
15 days ago
Anduril CEO Brian Schimpf
MagazineDefense
Inside Anduril: Meet the quiet engineer-CEO building America’s $31 billion weapons startup
By Allie GarfinkleMay 6, 2026
2 months ago
A Michigan farm town voted down plans for a giant OpenAI-Oracle data center. Weeks later, construction began
MagazineData centers
A Michigan farm town voted down plans for a giant OpenAI-Oracle data center. Weeks later, construction began
By Sharon GoldmanMay 6, 2026
2 months ago
The American Express CEO defied haters who said he’d never have the top job—winning with millennials and Gen Z and trouncing the competition
MagazineAmerican Express
The American Express CEO defied haters who said he’d never have the top job—winning with millennials and Gen Z and trouncing the competition
By Shawn TullyMay 6, 2026
2 months ago
Photo of Marc Benioff
Magazinecommunication
Salesforce CEO Marc Benioff turned his earnings call into a vodcast. Why other Fortune 500 CEOs might follow
By Rachel VentrescaMay 6, 2026
2 months ago
Intel Chief Exec, Lip-Bu Tan, on stage
EuropeIntel
Intel’s share price just blew the doors off. One man thinks he knows the reason why
By Kamal AhmedApril 27, 2026
2 months ago

Most Popular

Elon Musk on MacKenzie Scott giving away $26 billion of her fortune: 'Sadly,' it makes the world a worse place
Success
Elon Musk on MacKenzie Scott giving away $26 billion of her fortune: 'Sadly,' it makes the world a worse place
By Sydney LakeJune 29, 2026
10 hours ago
MacKenzie Scott alone accounted for one-third of America's $19.2 billion in megagifts last year
Success
MacKenzie Scott alone accounted for one-third of America's $19.2 billion in megagifts last year
By Sydney LakeJune 25, 2026
5 days ago
Philanthropy leader at Warren Buffett and Bill Gates’ Giving Pledge says children of billionaires are pushing them to give their wealth away faster
Success
Philanthropy leader at Warren Buffett and Bill Gates’ Giving Pledge says children of billionaires are pushing them to give their wealth away faster
By Preston ForeJune 27, 2026
3 days ago
The retired college professor fighting a $313 trespassing ticket in Wisconsin thinks he's part of a national struggle
Environment
The retired college professor fighting a $313 trespassing ticket in Wisconsin thinks he's part of a national struggle
By Catherina GioinoJune 28, 2026
2 days ago
Ex-Google engineer says Larry Page, Sergey Brin and Sundar Pichai share the same trait—it's the lesson he swears by as a $7.2 billion AI CEO
Success
Ex-Google engineer says Larry Page, Sergey Brin and Sundar Pichai share the same trait—it's the lesson he swears by as a $7.2 billion AI CEO
By Orianna Rosa RoyleJune 28, 2026
2 days ago
Cristiano Ronaldo is soccer's first-ever billionaire: He went from begging for burgers outside McDonald's to landing a $400 million contract
Success
Cristiano Ronaldo is soccer's first-ever billionaire: He went from begging for burgers outside McDonald's to landing a $400 million contract
By Preston ForeJune 28, 2026
2 days ago

© 2026 Fortune Media IP Limited. All Rights Reserved. Use of this site constitutes acceptance of our Terms of Use and Privacy Policy | CA Notice at Collection and Privacy Notice | Do Not Sell/Share My Personal Information
FORTUNE is a trademark of Fortune Media IP Limited, registered in the U.S. and other countries. FORTUNE may receive compensation for some links to products and services on this website. Offers may be subject to change without notice.