Very simple.  Every song, every video, every news story, comes in a capsule of sorts.  A label/tracker and an ad allocation, would be combined with each individual song, video, or story; designed around the streaming model.  Each capsule of content could go out into the world freely and be placed into any legal player.  Preset ad choices would be assigned into the ad allocation, and would provide direction to the player, instead of the other way around.

Each time a capsule gets played, it reports back a central database, which organizes the data for the content creator and the advertisers.

A couple of things to mention.  Just because every bit of media comes with its own ad allocation doesn’t mean an ad has to play every time.  Paid stream services may not have any adds played with it at all.  The tracker just brings real accountability to the players. Currently the media goes out naked, and the content creators must simply trust that they are being paid properly and that the tracking and accounting is done correctly.  There are several agencies, ASCAP, BMI and SESAC who are independents, supposedly representing the artists and ensuring everyone out there who is earning from their music is paying up the pennies to do so.

An interesting problem occurs with this model.  What about the DJ, mix tape, remix, or mashup of a song(any time a song is modified from the original).  This would obviously take the song out of the capsule to whatever degree, making it a new work.  YES, it absolutely becomes a new work, and instead of foolishly trying to regulate and stifle such things, my model would embrace it and encourage it.  When a remixer makes a track he or she immediately does one thing.  They put their name or stamp on it.  It is their original work, on top of the original.  Currently the music industry feels that they are just taking from and using that original work for their own benefit, but in reality it’s a two part contribution that they need to start encouraging, and I mean down to sharing some of the dividends.

The system needs to make it quick and easy for modifiers to identify and log their remixes with the system.  The database would be able to report in real time how many versions were out there of the original, and how they all were individually fairing. The simple mind looks at this and is concerned with the immediate loss of a group of their plays and revenue becoming this “modified” variety, and the temptation is to say, “if I have to share a small percentage with these other people, then I lose money.”  The reality is, a large portion of those plays currently offer you them no revenue, because they are underground and not tracked.  Additionally, the fact is, a portion of those plays are to the credit of the modifier, who has a big enough group listening, to amount to some measure of plays.

Each time a new song comes out,  there would be a immediate remix contest.  This only adds to the overall excitement for a new release anyway.  Modifiers would have a direct connection to the artist, which would only provide another opportunity for networking of talent and possible collaboration.

Those entities, currently claiming to represent artists and gather up their funds, could find a new line of work.  Human beings running around tracking who is playing what song.  Does anyone think that is a legitimate product in today’s environment?  With tracking built into the song, along with add revenue preferences, and music recognition software that’s now standard fare in most cell phones out there, the computers can give not only a better, accurate number, but do it more efficiently.  That means exponentially more data, being handled more efficiently and at less expense than the current structures out there.  That means more money to the content creators.

On the news story or video end, the capsule model’s value is even more apparent.  The ad in it’s entirety is built right in.  And don’t forget to think of this capsule as a living, breathing thing.  What do I mean?  Well just like with the updating of software on your computer, these works will be stored locally as well as in the cloud.  The system used to play and store the works will also be set up to update the files with the current ads.  If the ad is only viable for a short period, or if it expires, it is automatically updated and the players do not concern themselves with anything inside of “the capsule.”

Lastly, the thought does come into play, “well isn’t it easier for the players to just play the ads they want, and not worry about updating a library of content?”  I say no.  We make the updating process automated, so there is no work on their part in the ad mechanism.  They simply play the song.  The software built into the system handles all the ad decisions, tracking, and accountability.  This puts the power back into the hands of the content creators, in a fair and sustainable way.  This is a win.