Universal Music Group's Doug Morris is the focus of a profile in the coming issue of Wired magazine, delving into both the history and future of the company's digital music efforts.

The piece is one part profile, one part opinion piece and it sets up Morris as the poster child for the music industry's failures in the digital music market, calling him at times "myopic," "clueless," and "incredulous." The follow excerpt sets the tone:

"So how is it that an old-school music mogul who can barely hide his indifference to technology or his contempt for the download-loving public is out front on so many digital initiatives? Clearly, it's not because he wants to improve the music experience for consumers. It's also not because he finally understands that MP3s are fundamentally changing his business, whether he likes it or not... In truth, his motive is simple: He wants to wring every dollar he can out of anyone who goes anywhere near his catalog. Morris has never accepted the digital world's ruling ethos that it's better to follow the smartest long-term strategy, even if it means near-term losses. As far as he's concerned, do that and someone, somewhere, is taking advantage of you. Morris wants to be paid now, not in some nebulous future. And if there's one thing he knows how to do, it's use the size of his company to get his way."

The article goes on to examine, in brief, UMG's Total Music effort, as well as rehash the original music licensing deals that gave birth to iTunes.

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