Keeping it legal: Microsoft teaches kids about downloads

August  2009 - A  Boston University graduate student is ordered to pay $675,000 to four music companies for illegally downloading and distributing about two dozen songs (US News & World Report)

July 2009 - a federal jury Thursday found a 32-year-old Minnesota woman guilty of illegally downloading music from the Internet and fined her a total of $1.9 million (CNN.com)

With these staggering courtroom verdicts, there has been a growning recognition that intellectual property laws should be taught to young people at an earlier age.

In 2008, Microsoft released a survey report that found that 49% of kids between 7th and 10th grade didn’t know the rules for downloading legally v. illegally from the internet. Of the other half that was familiar with the problem of illegal downloading, the vast majority (82%) reported that those who downloaded content illegally should be punished. That’s significantly higher than the 57% of teenagers unfamiliar with the law who felt punishment was in order for illegal downloads.

Microsoft MyBytes – Intellectual Property Awareness Web

To increase awareness, Microsoft created a website with the goal of teaching kids about the importance of intellectual property.   Known as MyBytes, the  brightly designed site features quotes about the importance of intellectual property with polls, video clips with interviews of teens along “real life” examples on how theft of intellectual property can impact a kid.

There’s a section where kids can make their “own” music sample they can mix, publish and share.  At lastest count, about 1,300 samples are available.   A large number, but not overwheling considering the site was launched nearly two years ago by one of the world’s largest companies.  

On MyBytes, testimonials are available from five “celebrities” explaining the importance of Intellectual Property:   

1. Damon Lindelof  – Writer and Executive, ABC’s Lost
2. Jeff Fraley Producer, Trinity Films
3. Lil’ Mo -R&B Singer/Songwriter
4. Herb Jackson -Abstract Painter
5. Craig Nova - Novelist

I am not questioning the talent of any of these people.   However, as they are not household names, I am not sure how relatable they are to kids.  Also, photos of Painter Herb Jackson and Novelist Craig Nova look like they are at least 50 years old.   Not exactly the type of person you’d expect a teen to listen to.   Add a PSA message from celebrities like Beyonce or the Jonas Brothers?   You’d probably have something there Microsoft.

This site is well intended, but it does not seem to be getting the traffic or return on investment for Microsoft.    By my investigation, I do not see and social media sites being used in conjunction with the MyBytes site.   With nearly 88% of American teens on social media, Microsoft’s use of a web-only platform without  accompanying social media makes the IP awareness campaign fall flat.  Surprising again, when you consifer the risks involved that Microsoft hasn’t more aggressively pushed this website, perhas as a PR move with another organization in the recording or motion picture industry.

However, all is not lost.   Research is telling us that more teenagers (up to 65%) are streaming music regularly, with more 14 to 18 year olds (31%) listening to streamed music on their computer every day compared with music fans overall (18%).  

As technnology changes, kids may be the best authorities on prevention of  illegal downloads of copyrighted music, graphics, movies and software.  For their sake, let’s hope there aren’t any more million dollor courtroom verdicts.

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