Albums leaking to the internet before street dates has become a problem so prevalent that record labels have began accepting it as an uncontrollable reality. Its effects on sales is up for arguments as opposite groups maintain opposite philosophies on the topic.

What really bums me out about leaking records is it ruins the process of consuming music. I LOVE the process of putting out a record. I love it from the angle of a consumer, I love it from the angle of a marketer and I love it from the angle of an artist. The process is unique to entertainment and is one that only the entertainment industry can provide.

The entertainment industry is the only industry that spends the vast majority of its budget before the product is even available to consumers. This is process that very well could change once digital music takes over and physical distribution becomes a commodity, but for now the act of “setting up” a record is still in full swing.

The reason the entertainment industry is forced to do this is because so much rides on the first week. In the record industry, first week projections need to be met in order to move more units into the market therefore turning more profit for the artist and company. If projections are not met, labels are faced with the possibility of returns plus a 20% return fee, thus causing huge losses in money.

This is why leaks of records bums me out. When I was young, there was nothing like the anticipation of waiting for an exciting (and well marketed) release to hit stores. Rushing out after school to buy the record and playing it over and over again. You could really feel the “hype” on your favorite releases and the anticipation would make for the consumption to be that much better. I always appreciated records much more at that time, the value and the respect for music as an art form and an important stake in my life was much higher than it is today.

I also love the set up process from a marketing standpoint. I believe that a well marketed record is an art form. The concept of creating ideas and implementing them in a flawless fashion harmonically with all departments is a very beautiful and difficult thing. Creating a unique concept that is implemented online, in print, in press, tv, radio, tours and retail is something that is extraordinarily difficult, and rarely is coordinated to a tee.

This process creates a full experience for the consumer as well. It is not just marketing to tell someone about a product, it is creating an environment for you to understand how to consume a product. Leaking records stops this process, it hinders consumers from being able to enjoy music on this deeper level that past generations had the privilege of consuming. Kids today know nothing about waiting in line and camping out for days for a new record to hit stores. They know nothing about going to the local record store and browsing for hours to find that perfect purchase. These ideas aren’t concepts they will ever get to experience and for that I feel bad for the youth today.

Purchasing music has always been more than just spending 10 bucks on a piece of plastic. You are buying part of yourself. You buy a way to express your identity, you buy into a lifestyle. Where these ideas are still around and in full swing, it is never on the level as it was in the past. The leak has killed the organic consumption process.