Anti-Market Research: Piracy, New Media Metrics, and Commodity Communities

Over a decade after Napster’s introduction, file sharing programs still shoulder much of the blame for music and other media’s declining sales. Although labels and industry associations point their fingers at the harm digital piracy and file-sharing cause, they are less likely to admit the extent to which these anti-markets inform everyday decisions. File-sharing technologies create networks of users that serve as profitable data for ratings and metrics agencies. Using a case study of BigChampagne and its relationship to Napster, this article considers how the look, structure, and function of file-sharing software helped turn an economically threatening community into a commodity and how piracy’s disruptive potential is always in tension with processes of commodification.