Changing African Youth Attitude to the legal Digital Music

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Changing African Youth Attitude to the legal Digital Music

  1. 1. This document is offered compliments of BSP Media Group. www.bspmediagroup.com All rights reserved.
  2. 2. Changing African Youth Attitude to Legal Digital Music Presented by Xolani Zulu AfricaCom 2013
  3. 3.    The cost of digital media piracy is well documented. Since Napster days to Pirate Bay days we all know who the culprits are. It’s young people who these days are born with a silver spoon they use to illegally download anything that moves or makes sound….
  4. 4. Generation Y-pay wants “stuff that is free and just fine and even great to copy”  They want anything they can copy, share redistribute, mash-up and remix!  Actually, they want everything that the above proposed curriculum or propaganda is trying to stop.  As copyright owners, administrators and stakeholders we know how to deal with Generation Y-pay. Right? 
  5. 5.        This is not a favourate scare-crow phrase of a random delusional doomsayer, on some national street corner North-west of our borders. You would swear the copywriters are from Texas or somewhere in the Dirty South. Chain gang stuff!!!Right? No! ActualIy! It is the latest anti-piracy thrust of the now in post-production curriculum of American elementary schools currently being drafted by the California School Library Association, the Internet Keep Safe Coalition, the Center for Copyright Infringement and top-brass from the Motion Picture Association of America, the Recording Industry Association of America including Uncle Sam’s top Internet Service Providers, AT&T, Comcast & Verizon. Quite a polite threat, I would offer. “A near-final draft of the curriculum, obtained by WIRED, shows that it comes in different flavors for every grade from kindergarten through sixth, to keep pace with your developing child’s ability to understand that copying is theft, period”. The material is silent on the concept of fair use, a legal doctrine that allows for the reproduction of copyrighted works without the rights holder’s permission. Instead, students are told that using works without permission is “stealing.” http://www.wired.com/threatlevel/2013/09/mpaa-school-propaganda/
  6. 6. in early October 2012, over a million pirated CDs and DVDs were seized and destroyed by inspectors from Algeria’s National Copyright Office (ONDA) at a public ceremony in Algiers  “This impressive haul of unauthorized copies is a clear indication that Algeria’s anti-piracy strategy has teeth and is beginning to take effect this strategy is an appropriate response to the many different types of copyright infringement suffered by creators and artists,” explained Mr. Sami Bencheikh, Director General of ONDA. 
  7. 7.  “AIRCO IN PARTNERSHIP WITH SOME OF THE GREAT MUSICAL BRANDS AND RENOWNED MUSIC INDUSTRY LEADERS SUCH AS MZWAKHE MBULI AND THEMBKOSI NCIZA FORGED A WAY OF ENGAGING THE SAPS AT NATIONAL LEVEL IN JULY 2011. A WORKING RELATIONSHIP WAS DEVELOPED WHICH CALMINATED IN THE MINISTER OF POLICE, MR NATHI MTHETHWA’S LAUNCH OF SAPS ANTIPIRACY CAMPAIGN WHICH TOOK PLACE ON THE 2ND DECEMBER 2011, WHICH REVEALED THAT 30 PIRATES WERE ARRESTED AND GOOD WORTH OVER 50 MILLION WERE CONFISCICATED”.
  8. 8.      BREIN ,one of the most aggressive anti-piracy got caught up in a scandal that started when it pirated music for an anti-piracy campaign. In 2006 BREIN had asked Musician Melchoir Rietveldt to compose a song for a video that was only to be used at a local film festival. The terms of the deal were clear: the song was only for that one anti-piracy video at that one film festival. However, when he bought a Harry Potter DVD he discovered the video, with his music. Millions of copies of the DVD were sold, he could have earned at-least a million euros.
  9. 9.     This message is way too simple. In this digital age, the most important thing we should be teaching kids is to be creative and take full advantage of all the web has to offer. Copyright, asking permission, open licensing, and all the other legal nuances, should be seen as secondary (and even complementary) to this purpose. We should be starting with the things kids can do versus what they can’t do.
  10. 10.     Copyright curriculum for kids Common Sense Media has developed a comprehensive K-12 Digital Literacy & Citizenship Curriculum for educators to use in their classrooms. Part of the curriculum focuses on Creative Credit & Copyright New Media Rights Copyright FAQ Videos New Media Rights has developed a series of short Copyright FAQ YouTube videos (because what better way to interact with youth but through YouTube?) answering common questions about copyright and the public domain.
  11. 11.  After determining that the music had been used tens of millions of times in such an unauthorized manner, he contacted the local music collection agency, Buma/Stemra, asking them to seek somewhere around $1.3 million owed from BREIN. Buma/Stemra ignored him. Eventually, however, apparently a Buma/Stemra board member, Jochem Gerrits, reached out, and said he could help Rietveldt get paid... but with some questionable conditions. According to TorrentFreak:In order for the deal to work out the composer had to assign the track in question to the music publishing catalogue of the Gerrits, who owns High Fashion Music. In addition to this, the music boss demanded 33% of all the money set to be recouped as a result of his efforts.
  12. 12.    British anti-piracy campaign called Connected to British Film and TV, includes a week of advertorials in the Sun newspaper and a website to get film and TV fans to pledge their support and find out what industry activity is happening in their local area. The campaign appeals to young people by promoting the idea that making positive, legal choices ensures their favourite shows and actors stay on screen. "Our industry must share responsibility for showing the public the positive role they play.
  13. 13.     play2legal is incorporated as a Non Profit company as defined in the South African Companies Act of 2008 with the following objectives: To bridge digital media creation, access and distribution in Africa. To promote the use of legal software in the creation and consumption of digital media. To promote and enable legal usage and consumption of copyright protected media.
  14. 14.    play2legal will visit schools, youth clubs and civic organisations to teach youth about digital media opportunities, risks and accruing responsibilities. To demonstrate their learning, at each workshop young people will be expected to access digital media files, create and digitally distribute their own digital media content. Digital media content will include computer graphics and audio visual production. To promote the use of legal software in the creation and consumption of digital media. exploit and consume digital copyright protected content
  15. 15.    At play2legal workshops youth will be taught about the risks and the consequences of using pirated software in the production of digital content. Individual youth, schools, youth clubs and other youth organisations will be invited to pledge that they will never again use pirated software. Communities and community organisations will be invited to take similar pledges. To promote and enable legal usage and consumption of copyright protected media. play2legal workshops and events will be used to effect youth’s behaviour and attitude change against the usage or consumption of illegal or illegally acquired media or digital content. Learners and students will be taught how to access,

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