Digital Coast Weekly -
[Cached Version]
Last Visited: 3/8/2001
James Bethell , CEO of Ministry of Sound Digital , emanates warmth tempered with dignified reserve.The 32-year old speaks quietly , but with the urgency and deliberation of a man obsessed.And he's not alone.Urgency and quiet obsession permeate the cramped interconnected offices at Ministry of Sound headquarters on a gloomy South London block near Elephant and Castle tube station.
The building houses about 150 of Bethell's colleagues , who fuel the company's recording , club promo , magazine and Internet publishing divisions.But more importantly , # 103 Gaunt Street is home to a vast , multi-level nightclub : dance music's ancestral Mecca to millions of rave fans worldwide.
Thousands of youth jam the club weekly hoping to be first to hear a virgin-fresh remix of the latest by Chicane , ATB , or whoever's topping the chart-heap ; a ritual cycle echoed at hundreds of younger venues throughout the country.
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There are limitations--a digital rights management system where musicians are paid for each user transaction doesn't exist , concedes Bethell.It's a mess right now. He claims a recent Ministry magazine survey showed 76 percent of its readers have a PC and 60 percent are online , and believes this is representative of its broader affinity population.Club culture is a natural fit for evolution from product-based to service-based music psychology , he hopes , It's a rich , fast-moving , disposable culture.Music is constantly remixed.Immediately , the idea of owning music becomes irrelevant.Fans want absolutely the most up-to-date version of a tune.And when you buy a CD , it's of date the following week..
The current legal and commercial brouhaha over Napster , CDnow , and the proliferation of free download portals may make the digital music landscape appear hopelessly complex to some.
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But Bethell , the consummate and serenely obsessed maestro of rave , sees things more simply.Most consumers want to pay an affordable price and consume legitimately.We just have to create a user-friendly environment in which they can do so.That's our obligation as an industry.We haven't done that yet.Ministry is a small , fast-moving label selling underground.Our demographic gets the Internet..