Rights holders invent new ways to convert pirates into paying users

While many anti-piracy companies simply delete content or sue end users, others are looking for more creative ways to fight. To this end, the London branch of MUSO has released a platform that aims to attract potential customers during their attempt to gain access to pirated content, according to torrentfreak .

This week MUSO announced the launch of a new anti-piracy component. Called “Retune,” the package aims to create opportunities for copyright holders to directly advertise and sell content to a pirated audience.

MUSO Commercial Director Christopher Elkins explains: “Retune is an automated platform that sends a positive message from the owner of the rights to the audience. The point is to make pirates a more attractive offer than searching for content of interest on torrent trackers or other sources. ”
')
It is clear that to attract the attention of pirates and sympathizers is difficult, easier said than done. So how is MUSO going to convert them into paying consumers?

“Thanks to the analysis of search results on streaming and pirated sites, as well as on social media and P2P, Retune is working to attract the attention of pirates to licensed channels of access to content. So, users are provided with information about previews, pre-sales, official streams and licensed broadcast channels, ”explains Elkins.

The company does not disclose all the information about its tool at this stage, but, objectively, there is an opportunity to intercept the “pirated interest” using search results through, for example, Google Ads. You can also use ads on streams and trackers or, for example, replace links to pirated content with licensed ones. Apparently, MUSO is going to seek the attention of the audience wherever possible.

“Retune is ready to work at any stage of interaction between the right holder and the audience - from keyword search to, directly, the promotion of licensed content on pirated sites,” says Elkins.

Referring to the pirates as more fans than enemies, MUSO hopes to direct potential customers to licensing platforms such as Spotify and iTunes. The Retune package will help copyright holders to notify users of updates, promotional materials, as well as the availability of additional products, such as concert tickets. Ultimately, right holders will have a choice in which direction to go.

“The fight against piracy has become the primary task of any rightholder or person involved in creative work. Ensuring that copyrights are observed in an understandable and accessible manner will allow content producers and rights holders to reach a common understanding and make contact with their audience, ”says Elkins.

"Removing content at the request of right holders allows the latter to devalue the pirate market, so this tool still plays a huge role, including for Retune."