This is interesting. Virgin Digital, which operates a music download service, has acquired Shift Music, an L.A.-based conversion company specializing in custom ripping jobs of consumer CD collections. The head of Shift will become head of Virgin's digital services. Virgin appears to be taking responsibility for managing its customers' conversion difficulties. Would that other online services think this deeply into the problem of mainstream adoption. The persistent problem with digital music reaching mainstream penetration (notwithstanding Apple's success, digital music is stilll a niche industry) is the learning curve. Ripping a CD the likely first step to MP3 use, is still way beyond most music consumers. Putting a strong how-to element into an online service is a smart move.
