Mobile content distributor DX3 has convinced the Mobile Entertainment Forum to support an initiative to “define a Realtone as ‘a ringtone that is licensed by the rights holder, produced from an original recording, with the performer clearly identified in its marketing material’ and recommends that its members use this definition. The initiative is also reviewing standardised branding for cover versions in order to provide a clear distinction between the two for consumers.” (DX3 release)
Apparently there has been some problems in the UK with people seeking realtones and buying cover versions instead — the same song sung by a different person. DX3 claims the initiative is “widely supported by the major labels”, and I wouldn’t be surprised — I’d be even less surprised if they tried to do away with the cover versions altogether.
Kurt J. Slep, CEO of Sound Choice (the company that releases cover versions under the trademark CloneTones) also supports the initiative. He told MocoNews: “I believe that along with the distinction that the MEF is trying to create here, they should also allow (or perhaps force) the sites that offer cover version ringtones to identify the song not with just the title but marked with “AS RECORDED BY” or “IN THE STYLE OF” ARTIST NAME as we do in karaoke conventions. At the very least, the MEF should also point out that if this convention is adopted that the major labels can no longer use the “passing off” excuse as a bullying reason why aggregators and operators can’t use cover version ringtones. The labels should also be required to quit their tortious interference with a legitimate business model — that of allowing clearly defined copies of the realtones to be sold to the public.”
The benefit of covertones over realtones of the original bands is cost — the covers cost about 10% of retail compared to around 50% charged by the major lables, according to Slep. (via Ringtonia)
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