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Changing African Youth Attitude to the legal Digital Music
1. This document is offered compliments of
BSP Media Group. www.bspmediagroup.com
All rights reserved.
2. Changing African Youth Attitude to Legal Digital Music
Presented by Xolani Zulu
AfricaCom 2013
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.
5. 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?
6.
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9.
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/
10.
11. 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.
12.
“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”.
13.
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.
14.
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.
15.
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.
16.
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.
17.
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.
18.
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.
19.
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
20.
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,
