This week music companies announced a partnership with MySpace to offer a music download service. I have to believe that most of the articles written simply copied the press release because nobody seemed to have asked even the most basic question: “when?” Or even better, “Haven’t you announced something like this before? That didn’t seem to work out so well. How is this different?” The rise of digital music has produced more press releases announcing intention than any technology shift I have seen. When will this industry realize they actually have to do something as oppose to just announce something? Is it the music companies, or just a large company problem? Why do they feel the need to announce intention instead of announcing product?

Let’s write some headlines post-success:

[Sept, 1999] Steve Jobs announced Apple would redefine the music player and how users interacted with their media. The device, yet to be designed or built, will play music, but eventually support video and maybe even a cell phone. “I’m really excited about this idea. I talked to the board about it and I’m just forming a team to design a prototype. It is going to be an amazing success.”

Or maybe sports:

[Aug, 1993] Tiger Woods, a student at Stanford University, announced today he would become the best golfer of all time. “I feel like I have the foundation and the background,” said Mr. Woods, “all I need to do is execute.” He will team up with Jack Nicklaus as his mentor. “I have the experience, and Tiger has the youth, ” said Mr. Nicklaus, “it is an amazing combination.”

Maybe, I’m wrong. Maybe this time they will do something. Maybe it will be an amazing success. But the quote below doesn’t give me much confidence.

MySpace Music will be run by an executive team that will report to a board composed of representatives from MySpace and the music labels.

Meanwhile, while the board is driving the project into mediocrity, I’m going to go buy some music from iTunes.