After last month’s big announcement from Apple and EMI, Amazon becomes the latest major e-tailer to get a clue by announcing their upcoming DRM-free music store. According to CEO Jeff Bezos, “Our MP3-only strategy means all the music that customers buy on Amazon is always DRM-free and plays on any device.”

This is definitely a step in the right direction. Unfortunately, Amazon’s own Unbox movie download service does not play by the same rules. Regardless, it’s clear that the industry — or at least the music business — is slowly catching on.

b-side’s download service, which as I type launches in 6 days, 2 hours, 22 minutes, and 17 seconds, was conceived from the start as 100% DRM-free. As the launch draws closer, this seems as good a time as any to explain my thoughts on DRM, and why we have made this commitment.

1. DRM doesn’t prevent piracy. As long as a film is sold on DVD, it can be pirated by any 12 year-old. If someone really wants to put a film up on bittorrent, they’re going to do it. Selling a download without copy protection will not encourage otherwise law-abiding citizens to rush out to break the law.
2. Independent films are far less susceptible to piracy than mass-marketed Hollywood films. The same is true for independent music compared to major label acts. This is why you have companies like BMG shooting themselves in the foot trying to lock down their music, while independent artists like Wilco stream their entire albums online for free, and then go on to sell 500,000 records.
3. DRM punishes consumers. If I buy a movie from iTunes, I can only play it through a device or software designed by Apple. If later I go out and buy a Zune, I have to go back and re-buy all of my movies. Likewise, if I buy a movie from Amazon, Wal-Mart, or any other download service, I can’t play it on my iPod.

   Even more frustrating, if I buy a movie from almost any download service, the only way I can watch it on my TV is if my computer is connected, or if I buy an expensive new device.

   For most consumers, these restrictions are a non-starter. This lack of choice is the primary reason why downloads have not yet taken off like everyone knows they eventually will.

   By offering downloads without the restrictions of DRM, consumers can watch movies wherever they want to – on their iPod, on their laptop, on their TV, or on a friend’s TV.

4. The future of digital distribution is DRM-free distribution. The movie business is 3-5 years behind the music business in figuring this out. Apple is pushing hard, and even the majors are starting to catch on with EMI announcing it would sell all of its music DRM-free on iTunes.

For a compelling overview on the future of DRM, check out Steve Jobs’ Thoughts on Music. I say future, but of course one vision of the future will be here in 6 days, 2 hours, 7 minutes, and 32 seconds, 31 seconds, 30 seconds….

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