Asian Anti-Piracy Campaign Kills Music Stars With Illegal Downloads

respect magazine

Judicious use of lookalikes and a clever Facebook app make Grey Group's online anti-piracy campaign pretty damn smart. Conceived in the agency's Hong Kong office, in conjunction with Chinese music magazine re:spect, the Let the Music Live On Campaign takes the original music piracy slogan—Home Taping is Killing Music—literally, by assassinating the artists.

The app promises you free downloads of a variety of artists, from Madonna, White Stripes, and Amy Winehouse, to Blur, Gorillaz, and Kraftwerk. Click on them, and your cursor turns into a gunsight. Click again, and bang goes the pop diva, via a selection of gory methods.

Although the lookalikes aren't, say, up to the caliber of those of artist Alison Jackson, who cares? Meg and Jack are peppered with grenades, the four Blur boys are picked off by a sniper, and Kraftwerk are reduced to nothing more than a pile of hardware rubble.

Having gone postal on the popstrels, a message pops up on on the screen that says, "You are downloading music illegally, killing both the artist and the music industry." As a result of the campaign, 40,000 people have joined up to the Facebook page, pledging not to download music illegally.

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  • XSportSeeker

    Creative, and might appeal to some.
    And it's right on point too.
    Though I hardly doubt, piracy might kill the music industry and might make some musicians to give up their career (again, I hardly doubt it. If something, statistics will prove this wrong... piracy works as a very strong marketing agent - not only for music, but for all other media involved).
    But even if so, I'd actually be very FOR this phenomena.

    Music itself will never die. You give one instrument to a real musician, and he/she will make music regardless of gaining the status, fame and fortune that lots of people are after.

    What could actually happen is a change in the fundamental structure bestselling bands and musicians have their support today. Which is bloated record labels that overcharges for CDs/DVDs and reproduction/usage rights.

    Of course lots of people won't agree with me, since society and worldwide culture is in too deep in this culture, but I'm all for record labels going down, today's music industry going down, and for the world to have less "musicians" that are only after the money, and not for the love of creating and playing music.

    Piracy, or data sharing if you exclude the negative connotation that didn't work out, isn't something that will be driven away, be it by creative campaigns or by angry corporations, musicians, movie makers who feel their confort zone is threatened by it. It's something they'll have to learn to live with, and find ways of generating revenue regardless of it.

    It's due to piracy, for instance, that today we can pay FAR less money to listen to music we like, via stores like iTunes among others.
    So, as creative as this campaign and others I've seen before might look, the message remains empty and unconvincing to me.