A senior technology executive with one of the world's largest recording companies says the Internet has forced his company to re-evaluate what it's producing, how it produces it, and the way it's going to be consumed. At the third annual Mesh Conference last month, Ethan Kaplan, vice-president of technology at Warner Bros. Records Inc., said record companies are moving away from the artifact -such as physical CDs and digital MP3s - and moving toward the experience its customers have with the artist. "The benchmark of free used to be radio," he said. "The up-sell was the CD, concerts and fan clubs. We need to move the baseline of what the up-sell is higher and higher and try to invent things that create the value of experience over the value of the artifact."
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