It’s a marketing campaign –that has had the entire Bay Area technorati talking — for BitTorrent’s new store-in-the-file product for artists … a file format called BitTorrent Bundles where the art is the cash register, and sharing is a form of currency, not a form of theft.
BitTorrent released its new Bundle format today in closed alpha, giving moviemakers, recording artists, authors, and anyone else who creates content a new mini-store that follows their art wherever it goes.
“Instead of putting the content in the store, let’s put the store inside the product,” BitTorrent VP of Marketing Matt Mason told me last week. “We can bake interactions into the file itself, so that if something gets shared, it’s not a problem, but a driver of value for the artist and publisher.”
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