BitTorrent is seeking to make the public aware of the many positive legal uses for which BitTorrent provides a unique solution. With the website “Does BitTorrent = Piracy?”, they employ use cases to combat what they might term stereotypes of their service. BitTorrent also recently launched BeamItOver, a filesharing app for Facebook.
When I spoke to Executive Director of Marketing Matt Mason about the DJ Shadow monetized promotional bundle, I suggested that their work with artists was a form of branding to counteract a negative image related to illegal filesharing. He pointed out that it’s also an effective demonstration of another use case of the BitTorrent protocol.
In a more overt marketing effort employing use cases, BitTorrent launched Does BitTorrent = Piracy?, a site that gives a series of use cases, including numerous examples of musicians’ use, to show the value of BitTorrent.
In a blog post BitTorrent CEO Eric Klinker clarified their stance with such statements as:
“We are scientists, engineers, developers and designers committed to building a better Internet. We are photographers, musicians, writers and gamers.”
“We do not endorse piracy. We do not encourage it…We have, and we will continue to, work tirelessly with industries, artists, and fans to create a sustainable digital future for content.”
“BitTorrent is how companies like Facebook, Wikipedia, Blizzard and Twitter scale code deployment. BitTorrent is how the Internet Archive preserves and protects cultural artifacts…BitTorrent is behind artists. BitTorrent is for fans.”