Napster is one of the legends of the Internet. At the turn of the twentieth and twenty-first centuries, he became very famous after Lars Ulrich, the drummer of the mega-popular rock band Metallica, sued the service’s managers. Why did this happen? The bone of contention turned out to be the mechanism Napster ran on, which was the exchange of music files using a Peer-to-Peer (P2P) network.
A rock band musician decided that this form of content sharing was theft. Legal battles left the service forever in the annals of the global network, and at the same time initiated a process of profound changes on the site. It went from being a free service to a paid one, gradually losing its importance until it was taken over by music streaming service Rhapsody in 2011. But at the same time, it was Napster that remained the legend with which it all began. Its working principle has been copied by many other music streaming services that have achieved great success in the global music market.
There are various ideas to differentiate the online music streaming service from the competition. New features have been added that competitors do not have, the base of offered tracks has been expanded, and a user-friendly interface has been used. But the creators of the site Rhapsody went the other way and decided to revive the zombie brand. And they renamed their music streaming service to Napster, rebranding.
Now Napster is rising from the grave and will serve as a new sign for its owner. Rhapsody decided to take this step, very succinctly announcing it on its official website. Rhapsody’s intentions seem clear, as it’s about building hype around an iconic brand and capturing the attention of potential customers.
Today, the market for online music services is simply crowded. Spotify, Apple Music, Deezer, Tidal are vying for the biggest piece of the consumer pie. And it is not easy to establish a fairly even fight with companies that have already established themselves in their positions. Rhapsody, on the other hand, is focused on paid services, offering two types of subscriptions. The cheaper one costs about $5 a month, while the more expensive one – which guarantees unlimited access to an ad-free database of over 70 million songs on both computers and mobile devices – costs about $10 a month. This is a price comparable to those demanded by competitors.
Interestingly, Rhapsody does not intend to reduce prices and the subscription already under the Napster brand will still cost about $10 per month. Consequently, the price will not be competitive, and Napster’s revival as a brand will draw the attention of customers to this service.
Experts raznrmu evaluated this idea. The effect of surprise was short-lived, for several days the company had a place on the pages of leading technology portals, but the excitement is not eternal. And customers already have their own habits and favorite streaming services, and they definitely won’t want to pay for online access to music just because the word “Napster” makes them dizzy.
However, today this streaming service is operating at full capacity and is one of the leaders in the global music streaming market.