Music Industry: once the PAIN gets big enough we will have... real CHANGE

I often get this question from people: how come - if things are so obvious and the opportunities are so clear - that the incumbents in the music industry don't JUST DO IT, and adopt all the new ways of using technology to grow the marketplace, and just get on with it.  Why continue selling 'music by the unit',  sue your own customers, and chill the market place in just about every possible way? 

Well, in my opinion, the answer is: The Pain is Not Big Enough Yet. When do people REALLY make big changes - usually (unfortunately) only when they are left with very few options, and the old way of doing things is TOAST, 4sure, and there's nothing to loose, and 'anything else would be better than what we have now'.  In my view, another 18 months and we're there; at the pivot point of 'Pain Versus Change" - see below.  In the meantime... prep the runway.