Apple’s Ping Launch is a Dud, But The Web is Alive with the Sound of Music
Before diving into the litany of gripes from artists regarding Apple’s Ping social service, it’s worth saying: some critics say they expected better. Many artists want a smarter, more social iTunes. That’s the only reason anyone is spending time talking about the service’s perceived flaws.
Cellist and laptop musician Zoë Keating, an independent artist with collaborations from Imogen Heap to DJ Shadow, reminded me of that via Twitter. Even amidst her own criticisms, she was quick to add:
“But it’s Apple, so good or bad we all want to be invited to the party!”
That sums up not only the most disappointing aspects of Ping, but also why anyone would care in the first place. This isn’t the age of the hit parade, of Ed Sullivan, or even MTV. It’s the era of the Web, and people expect music media to be genuinely participatory. Because of the popularity of iTunes, the introduction of Ping seemed to artists like an opportunity.
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Every artist I talked to said the same thing: the problem with Ping is that you’re not invited to the party. Missing from the guest list: independent (or, indeed, almost any) artists, alternative music stores, iTunes listening data, musical genres, and, above all, the World Wide Web.
Artists can’t make their own pages; Apple invites artists. In May, I criticized analysts for describing the iTunes App Store as being curated, a term I felt didn’t fit. This, on the other hand, really is curation: Apple invites a small number of artists at their discretion, which is why Ping makes some curious recommendations. As Keating puts it, “I’ve never bought Lady Gaga or anything remotely similar, but she is the #1 recommendation and I have to see her everytime I log on. That goes for Katy Perry too…I’ve created a world where I can pretend she doesn’t exist, but Apple really wants me to listen to her.”
Here, there’s a perfect contrast between Apple design and Apple curation. Apple design is beloved in the musical community, for the reliability and attention to detail of their hardware, operating system, and software. But Apple as curator, as tastemaker, is another matter. Apple’s (or Jobs’) obsession with artists like John Mayer had been a punchline, not a source of inspiration. For that matter, why should your computer vendor be responsible for musical taste? Would you ask Microsoft what clothes to wear today?
Huh. I had no idea about the "Apple invites a limited number of artists." Lame! And I was hoping that Ping would include listening data.
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Apple ignores other music sources. When iTunes is criticized for promoting “lock-in” to Apple’s music store, listeners often respond that they rely on other sources for music. Apple may command big statistics when it comes to online sales, but that’s an aggregate of all music styles. For independent artists, everything from free distribution to specialized online stores – and physical CDs, which still rake in billions of dollars in sales annually – can matter more than iTunes.
Here, Apple runs into the tension between iTunes the player and iTunes the store. Ping as an add-on to iTunes the store makes some sense. As a modest feature that tells you what other iTunes shoppers are buying, it’d be unremarkable but also reasonably uncontroversial, at least before Apple hyped it as a new social network.
But iTunes the player demands higher expectations. iTunes is, for many, the virtual jukebox that the tool was when it began its life, before the debut of the integrated music store or even the iPod. I’ve even talked to frequent iTunes users, people who buy a lot of music, who have only purchased tracks from Apple a couple of times. For nearly anyone, iTunes – and by extension, Ping – must catalog all their musical activities, not just stuff they bought from Apple.
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Apple’s curatorial tendencies don’t make for a social network. Keating argues some of the tension here is philosophical: “Good social networking is chaotic and grassroots,” she says. “Apple is all about top-down control. Not sure this blend of the two works.”
It’s all too broken to be social. User interface trainwrecks, hidden “like” buttons, a “lonely” scene devoid of users or artist pages, and a laborious process to add friends made worse by Apple’s row with Facebook mean that getting anything social going is a waste of time. Mario Anima, who has led community efforts for Current and Community Speak Up! sums up the problems in an excellent post. Even with some navigational tweaks, there just isn’t much in the design that works. Even with Apple’s user base, I that could spell doom for the service. If users don’t spend time, the whole thing becomes pretty useless to artists, who are already fatigued by the amount of heavy lifting they have to do to get noticed online as it is.