While it continues to fight against piracy, Big
Media is now showing signs of trying to adapt. We're not talking about doing away with DRM, , but rather smart partnerships with a new breed of P2P sting operators like ARTISTDirect's MediaDefender
and Skyrider. These companies infiltrate P2P networks by licensing copyrighted music or videos, uploading them to a P2P network and then slapping ads on them. When users search for artists, these
files appear; they're free, but users have to sit through an ad. Among MediaDefender's first promotions is a Jay-Z video sponsored by Coca-Cola; ad revenue is split between the tech provider and
Roc-A-Fella Records, the artist's label.
Getting major labels on board is another issue. They fear that teaming with companies like MediaDefender could compromise their legal position that "there is no legitimate use for [P2P] technology," says BigChampagne CEO Eric Garland.