js_africanus, actually, since you claim that your example about the shovels was an analogy regarding Hillary Duff’s sunk costs, it was you that made the misrepresentation, not I. Your analogy fails because you do not take into account that the wholesale price that all CD’s sell at, is more or less fixed. For the analogy to work here, both diggers would have to charge the same amount, because that’s what it costs to get a hole dug. If one charges more, they are priced out of the market.
But as the price of digging a hole is not generally fixed, especially between a guy with a shovel and someone with a backhoe, this line of thinking doesn’t work as that pricing can vary a lot.
jadagul’s post seemed to state what I have been trying to say on this particular issue better than I. But let me break down how I view this in to try and make my point concrete.
Regardless of whether the CD cost the artist/record company $ 25,000 dollars to record, or $250,000 to record, or $1,000,000 to record, a single CD is sold by the record company, both majors and independents, for somewhere around $5.00 to $7.00 each I believe (some pricing has come down a lot in the past year and I’d guess some product is just being dumped on the market).
To make the sound recording itself, the primary overhead is recording time. This could be $15.00 an hour, or $200.00 an hour; to some extent, the result is that you get what you pay for. Sometimes it’s out of the artist’s control. There are costs of marketing the CD such as videos, magazines, billboards, payola…er fees for independent record pushers, costs of mastering the CD, costs of the artwork that will be used, and sometimes the cost of a person who might be the producer for the CD, who is similar to a movie director. Let’s forget about the dozen other incidental costs involved. By the way, ALL these costs are all billable to the artist by the record company. So far, the artist sees nothing until the record company is fully reimbursed.
The new artist gets a standard share of around 10% to 12 % for each one sold, which in real life is only about 7% to 9% after they pay for the artwork, the producer, free goods (10% of the product is promotional and [usually] sees no sales) and broken goods which is about another 10% of the CD’s produced although breakage has been next to nothing since we went to vinyl. Then there is the cost of distribution, which is usually performed as a service by the people who get the CDs into stores.
In any case, the cost of the CD’s themselves is very low. I’d guess the majors probably can make them for about $.50 each. As you can clearly see, the cost is not in producing the CD’s. It’s in all the other overhead.
The usual markup that you buy them for at a record store is around 40% - 45%.
So now, Hillary Duff writes 10 songs for her new CD. Lets say, that when it’s all said and done Hillary and her record company are in the hole for $250,000. That money has been spent. They are negative cash, right? Or are these sunk-in costs that shouldn’t be counted? Like maybe betting your house that your venture will be successful? Honestly, I’m not quite clear where you stand on this point.
Anyway, *recoupment of that money depends on the number of units sold. * Each unit represents a part of the whole cost. To recoup $250,000 at $6.00 apiece, Hillary and her record company must sell 41666 units. So, if they decided to produce 50,000 (part of the $250,000 spent) not counting the 4166 CDs that will be given away to radio stations, record clubs, etc, as free goods, they have 45834 CD’s to sell. If they all sell at $6.00 each, and none are returned (did I mention record stores return what they can’t sell?), they stand to make $275,004, or a profit of $25,004.
When someone goes out and buys Hillary’s new CD, likes it a lot and decides to share it with her friends who all have Kazaa on their computers Hillary & Co. have recouped only $6.00. Meanwhile, that one upload can produce thousands of copies. There may be twice as many versions of the song in existence with half of them being unrecoupable.
When you download the song that fan put up instead of buying the CD, at the very least, one could say Hillary and Co. are out at least. .60, as there are 10 songs on the CD and that song you take is 1/10 the cost of it. That the song you kept, at .60 is worth more that the cost of the CD you might have bought, which cost them $.50 to make.
If this happens 49,000 more times, at the very least they are now out $30,000. This is more than the cost to press the all the CDs. They’ve received nothing and it seems to me that you are saying that is fair? Sorry, I don’t understand.
Considering the song otherwise would not be available without buying the CD, another way to look at it is they are now out $300,000, assuming at least that many people download it without making a later purchase of the CD.
Getting on to the part about Intellectual Property, I assume that Hillary Duff writes her material, I don’t honestly know. If so, without her experience and talent at creating such works, there is no record to be made. This time spent and skill developed I can see being considered sunk costs, she spends the time and does it, partly for the love of it, partly because it may be the strongest skill set she has.
Yet, can you deny that without that effort done gratis, there will be no song? Whether it takes 3 days 3 years. No need for the overhead, nor would you ever enjoy that song that you might really, really like. IP cannot be separated from its implementation. Perhaps it can be argued that sunk costs are absorbed by the production of the idea, but the production cannot be done for free. And, in addition I say that sunk costs have value because there is no idea to implement without them.
Now she is compensated, by law, to receive royalties on her copyrights for these songs, about 10 cents per song per CD. She can go to find a record company to sign her in the first place once they’re written. Because these songs are protected, no one can record and release them behind her back with other musicians. Once she has published the songs on a CD, she has a way of making a living and to further promote her talents. Someone else might pay to cover her song on his or her CD. Also, she will receive royalties that the record company does not get as compensation for writing those songs. That might be her rent money for the next 6 or 7 years while she hopes to sell enough CD’s to pay off the million and a half dollars she will incur doing this over and over to make a living and get her 8% out of that seven figure recoupment.
Yes, she can do well for herself touring and selling merchandise at her shows, (after reimbursing the company for any tour support they provide). And, she could tour without putting out CDs, but her shows will be a lot smaller and pay far less if no one knew her outside of the region her home town is in.
Oops, then again, she can also loose her royalties on 50,000 units copied. Depriving musicians of units sold this way can deprive them of their careers. Not because there wasn’t a market for them, but because the market was subverted.