Here's the snapshot of what Google presented in Los Angeles earlier today.
There's a download store. But who really cares if Warner Music Group wasn't on board? Paid downloads have always been a sideshow for consumers, anyway (though perhaps this means slower WMG uploads, let's see).
There's a social component. But who knows whether we'll be sharing purchased tracks on Google+ a year from now? I'm still trying to 'get' Plus; friend me on Facebook in the meantime. Sure, Google is excited about the ability to share full-length songs to your Plus circles. Sounds interesting, but let's see how that evolves... it's an experiment.
These, by contrast, aren't experimental—they're real game-changers . And Google Music is now shocking the industry with two giant prods:
(1) Google's music cloud is free for up to 20,000 songs, and
(2) their 'Artist Hub' allows anyone to directly upload, manage, and sell music, without the need for a DIY middleman.
These are not only game-changers, they could quickly provoke responses from Apple, Amazon, and others, while also potentially creating disastrous ripples for the entire DIY middleman space.
Meanwhile, the big-boy clouds are just launching, and the game's already changing overnight! While Apple is limiting iTunes Match to 25,000 uploads—and making you pay for the privilege—Google is giving it to you for free. And, forcing Apple to revisit its strategy—tonight.
Then there's the DIY play, which has the potential to aggravate a long-silent faultline. If you had told me on Tuesday that Google was getting into DIY, I would have yawned. It's such an overcrowded space! But this is totally different, especially from someone as hefty as Google.
Their just-launched 'Artist Hub' is all about direct-uploading, with one upfront cost. And you don't need Tunecore or CD Baby, you just hop on board. “This is a bit of a new experience for a digital retailer," said Google's Chris Yerga.
The action is happening at music.google.com/artists, where Google is asking for a one-time, $25 startup fee. That sounds modest, though we've been impressed with how disastrously broke—and reluctant to pay—many artists can be.
The bigger question is whether another giant—ie, Apple or Amazon—now decides to do exactly the same thing. After all, why not create something equally artist-friendly, and create greater affinity to your ecosystem in the process? It's a threat that's been dangling for years, and a huge consideration given the lopsidedness enjoyed by the iTunes Store.
Let's see if Google just caused a DIY earthquake.
