Global music sales will drop to $23 billion in 2009, just over half of 1997's $45 billion.
The biggest reason for the steep decline is a drop in CD sales which will not be offset digital sales.

Actually, we think that the revenue model based on the physical duplication and distribution that made the success of the industry is inadequate to the immaterial distribution. Encryption (DRM) and legal tactics are unavailing tentative to perpetuate a model that is already lost. The labels that will continue to hold on to this old model will continue to observe their decline. They are starting to understand that they have to drop DRM but they still haven't found the solution to protect their content.

While the music industry is still trying to find a solution within the container, we created a new model that is based on the content itself.
As opposed to previously when each buyer got a copy of the original master, the principle is to provide each buyer with a unique version of the content.
Our concept has several consequences but mainly leads to two kinds of models: Protective and artistic.

1. Protective

Based on the multi-tracks recording, it is possible to create a large number (more than a billion) of different mixes of the same tune, indistinguishable to the ear from each other, but each unique by the content itself. This means that it is possible to identify the owner of the content by the content itself. Concretely, for each tune sold, a unique mix of the tune is created, the definition and the fingerprint of this version is stored with the identity of the buyer, then the tune is delivered to the buyer.
If the buyer puts this tune directly or indirectly on the internet, thanks to a fingerprint technology it is possible to identify the buyer of the disclosed tune and therefore the source of the piracy. In order to avoid legal action, the system can refuse to sell another track to the unfair consumer (in this case the consumer who redistributes his tunes).

Benefits:

• As opposed to DRM, this protection doesn't bother the honest consumer
• As opposed to the watermarking, our solution is by definition uncrackable
• The solution is independent of the format, therefore all format are possible (mp3, wav, aac, flac, ac3, dts, …)

2. Artistic

TrustMedia has developed a unique concept call "variable work of art".
In this concept, the artist can define a work of art able to generate a large number of different versions, rather than one final master like before.

The great benefit of this concept is to offer to the consumer something he can't get through distribution based on the copy (legal and illegal distribution): a unique and original interpretation.

An effective illustration of the TrustMedia concept can be seen in Andy Warhol's paintings of Marilyn Monroe.

In the early 1960's, Andy Warhol developed a technique which enabled him to enlarge photographic images, transfer these images to silk screen, print them on, place them on canvas, and ink the images from the back.

With this technique, Warhol was able to begin producing series of prints based on mass media, which opened the eyes of art appreciators around the world. An interactive example of it can be seen here.

One step further it's 1,000; 10,000; 10,000,000; 10,000,000,000; ...

As we can see, it becomes very easy to create an exponential number of different interpretations.

Thanks to a graphical interface, the music fan is able to interact with these new dimensions in order pick up his favourite interpretation.

TrustMedia proposes to offer to the listener a work of art which has a unique experience - similar to a painting or a sculpture.
Each user has a personal interpretation of a track and has the exclusive right to use it. In this way, two different users will get two different interpretations of the same piece of music.

Experiences with "Variable Work of Art" show easily that each person will prefer a different interpretation rather the same one.

Because the value is on the personalization (interpretation and format), it brings to the music fan something he couldn't get through distribution based on the copy (legal distribution, CD, on line distribution, p2p, black market, …).

You can see few examples here:
Prodigy - Memphis Bell
Soldout – I don’t want to have sex with you
Erasure – Don’t say you love me.
Airlock - Shape of light

It is important to understand at this point that Trust Media is able however to come up with a substantial number (more than a billion) of versions that will be identical to the ear although having unique unaudible features that will make them very unique.