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Apple, Amazon and Google are working on deals with major labels to do a cloud based music service. According to TechCrunch's sources, the labels are demanding that a user can only stream music that is watermarked to their username.

The reason to this would be a step described as a backdoor DRM, and privacy advocates like to call the practice of scribbling your user info inside a song. It doesn't incur any functional limitations, and it'd still play perfectly on anything its shoved on. The only thing is that it can't be shared with a million other people.

So are we looking at an era soon in music that will limit the access of us watching music videos too? How would that work?

[TechCrunch]