What's the Ruckus?

I've been an active member of Ruckus for almost a year and I've come to find it irreplaceable. After a broken, dilapidated Toshiba laptop eating all of my iTunes files, I came to rely only on my spotty iPod mini to listen to all the tracks I had previously purchased. As I sadly came to find, when my PC did recognize my iPod, it refused to allow me to transfer the tracks I'd bought from iTunes back from my iPod to my laptop. This boggled my mind somewhat because my computer was still registered with iTunes and my iPod had only been used with this particular computer. Needless to say, when I learned I needed to pay money to reload my purchased music to the same computer I first bought it with... I was ready to download Limewire and steal as much music as I could.

I restrained, however, and it was around this same time, though, that I saw an ad in the Daily Trojan (USC's daily newspaper) for the Ruckus Network and figured I'd give it a shot. It's since become one of my best friends.

Based out of Herndon, VA (a small suburban district of Fairfax County and, oddly, where I spent my childhood) Ruckus is one of the latest inventions in peer-to-peer music networks. A combination of iTunes and file sharing networks like Kazaa or Napster, it allows students with a college email address to register, download the player, and upload/download/share music with their peers. For free. One can download individual tracks or complete albums for at optimal speed. The site also offers a somewhat limited collection of TV shows and feature films; however, they boast 2.5 million free music tracks and growing. CEO Michael Bebel, former president and chief operating officer of Napster, boasts millions of label licensed tracks in a community with features similar to other social networks like Facebook.com and Myspace.com. It's user-friendly and...free. Have I mentioned how handy this is for a starving college student?

For some reason many of my friends, music industry majors and science majors alike, don't use Ruckus and most hadn't even heard of it when I became so enthused. That's when I realized that there's a catch. Oh...the catch(es).

First and most annoyingly, the music is only available for download to a PC. The player is essentially not Mac compatible (except in new, fast models) and one can't transfer any music from computer to computer to mp3 player to CD and most definitely not to an Apple iPod. Not surprisingly, this is not popular among a young, collegiate audience that "wants what they want when they want it" - isn't that the phrase uttered so often in class?

I put up with this mainly because I refuse to buy another iPod or download very much music from iTunes simply out of spite. I realize that I became caught up in a trend that ultimately played me as a fool and left me heartbroken (melodramatic...yes, untrue...no) - but, embarrassing or not, I would rather buy the CD and sport my Discman or pull up Ruckus on my computer for my music needs. Plus, if the Discman dies or I lose all of my files, I can always pop my CD into another device or redownload my beloved music at no cost. Is this true for other students my age? Why hasn't Ruckus caught on more? Is it just USC?

The service was first launched by David Galper and Vincent Han in late 2004 at Northern Illinois University and has spread to 82 college campuses across the country including UPenn, Rutgets, University of Minnesota, Baylor, University of Denver and right here at the University of Southern California. In early 2006, the site transitioned to an ad-supported network from a subscription based service and by January, 2007, offered the service to all college students - not just those at licensed universities.

The site is revolutionary in the sense that it is one of the first free music networks supported entirely by ad revenue (companies such as AT&T, JPMorgan Chase's, Chase Bank and Barnes & Noble can be named supporters). Phil Leigh, president of Inside Digital Media research company, feels that internet is on its way to replacing radio - particularly with this type of ad-supported format.

It is also one of the first legal free music networks frequented by college students. This is significant because as of early 2007, the RIAA reported that nearly half of all college students were illegally digitally acquiring music. Research firm NPD Group's study found that for every 9 tracks downloaded illegally, 1 track is purchased. Up to 45% of music is acquired illegally through various online means and a mere 5% is acquired through legit download services. Ruckus is a viable legal alternative for a generation that is unwilling to pay for music.

Not surprisingly (and as I noted earlier in this entry), several universities have seen a lack of success with the program. In late 2005, American University reported that only half of their students took an interest in trying the program. According to Yankee Group, a media analysis firm, students clearly want to own their music, not just rent it, and because of Digital Rights Management legislation Ruckus is unable to make this an available option.

It is clear that Ruckus has had success, but results are varied across the country. Some students absolutely love being able to download music without the threat of an RIAA lawsuit hanging over their heads; other students refuse to go near Ruckus unless they can keep the music they download and use it wherever, whenever they choose. The idea that Ruckus is cutting edge is undeniable, though, and is one of the first music services to appeal widely to the 18-25 generation. It remains to be seen if the network can achieve longevity, but one thing is for sure - it definitely has a fan in me. And not just because it's based out of Virginia... Where I grew up and now lovingly associate with Ruckus.