Pressplay fast-forwards the future of music

Pressplay is the music industry's answer to Napster.

Backed by Sony and Universal it will allow users to download tracks and burn them onto CDs.

The snag for those used to unlimited free MP3 downloads is you have to pay the suits at Sony for the privilege.

But we should really welcome this move. The music industry, since the invention of the radio, has always been terrified of new technology. Ironic for an industry that without technology would presumably still be playing bad Beatles covers on the Underground.

Radio, TV, vinyl, cassettes, minidisks, CDs, laserdiscs and now MP3s have all vastly increased the market and audience for music. And all have been opposed by the music industry.

Could the launch of Pressplay represent a long-awaited departure? Erm& we're betting it won't.

Pressplay still claims it will launch before New Year, something else we don't believe.

But there's another question lurking: how will Sony and Universal react when days or hours after their shiny new service launches it is cracked open?

You see, music lovers are fanatical and hackers are even more obsessive.

Picture the scene. Crafty cracker posts software allowing you to download anything you like from Pressplay without paying.

What happens next?

Someone from Sony gets shouted at by the boss. A lot of lawyers lick their lips at the thought of endless, pointless legal action and the site is closed down while futile attempts are made to ensure its security.

Fortunately users of Pressplay, and other music lovers, will be able to decamp to one of the plethora of other better and cheaper services. Sound familiar?

The truth is simple. The more music you listen to, the more you buy.

PressPlay's role in this age-old equation will either be key to this process or completely and utterly irrelevant.