An artist manager I’m working with emailed me to inquire about what the digital music industry’s position is on TuneBroomPro, a service just popping up on my radar, which allows anyone with a music profile on MySpace to artificially increase their number of spins (listens) for a given song. Is this illegal? Not that I’m aware of. Is it ethical? Well, that depends on your idea of ethics.
In my view, it’s highly unethical for an artist to artificially inflate their MySpace spins using a service like TuneBroomPro. Why? Here’s my reasoning:
1. If a minority of artists begin to artificially increase their spins on MySpace, then it calls into question the entire system and whether or not music fans are really listening to artists on MySpace, and if MySpace is even that effective in breaking new artists. Once you tarnish the results, it casts suspicion on everyone else.
2. You need more than just MySpace spins to get noticed. You need good songs, a great voice and you’re marketable. If you suck but have a million spins, it’s not gong to matter because everyone knows you gamed the system.
3. Artist who think that paying to increase the number of spins on their profile page will help them get signed are fooling themselves. The jig is up. We’re all going to know about TuneBroomPro in the next 5 minutes, so you’re wasting your time and your money.
4. If an A&R rep thinks MySpace spins are the ultimate measure of success, then he/she should be fired.
5. Can anyone say, “payola.”
Aren’t people smart enough to realize that if you can track spins at radio, then you can track them on the Internet too? Whoever runs this service is making a small killing. They’re smiling all the way to the bank.
So, I posted the question from my manager friend to a digital listserve I participate in and I got a number of replies. Here are two notable ones from Brian Zisk and Michael Robertson.
Don’t know if an off the shelf software package was allegedly used, but do
know of one relatively recent subject of a bidding war where it is widely
rumored that the MySpace numbers were inappropriately incremented, While I
can’t speak to the veracity of that rumor nor would it be appropriate to
mention the subjects name, they put out an album, it tanked, and the act was
quickly dropped. Not sure if the cause was primarily lack of sales, or if
they were busted for faking numbers, but let’s just say that almost all of
the massive number of people this act had friended on MySpace and how many
listens they were getting came before the signing, with the massive flow
shifting to barely a trickle at the same time as the label’s PR machine was
spinning into action.
Pretty much everyone at this point realizes that these numbers can be easily
manipulated, so doubt any new signings from this point on will occur purely
due to MySpace numbers. - Brian Zisk
At MP3.com we had “payback for playback” program where we distributed money for plays. We distributed $1 million per month at the peak. This gave people a huge incentive to try and game the system and artificially inflate their plays.
We were required to build sophisticated AI type of programs to identify suspicious behavior. We created a predictive model which would look at many factors to identify artificial behavior. One of the most effective ways was to look at the distribution of IPs for playbacks. Given any defined amount of traffic it implies a certain statistical distribution of listeners. Especially as the numbers get bigger you expect playback to come from a diverse distribution of listeners. If you spotted concentrations out of character for other high traffic songs then you could suspect that something is generating artificial traffic.
It was a real mental exercise for my engineering team to stay ahead of the scammers. - Michael Robertson
On the heels of that discussion, Wired’s Eliot Ban Buskirk posted something about TuneBroomPro here. He’s waiting to hear back from MySpace with their position on the matter.
The jury is still out, but if history is a guide, TuneBroomPro has a fairly short time to make all the money they can before everyone abandons this idea as just another MySpace scheme.