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Music and the internet
Music and the internet
Music and the internet
Music and the internet
Music and the internet
Music and the internet
Music and the internet
Music and the internet
Music and the internet
Music and the internet
Music and the internet
Music and the internet
Music and the internet
Music and the internet
Music and the internet
Music and the internet
Music and the internet
Music and the internet
Music and the internet
Music and the internet
Music and the internet
Music and the internet
Music and the internet
Music and the internet
Music and the internet
Music and the internet
Music and the internet
Music and the internet
Music and the internet
Music and the internet
Music and the internet
Music and the internet
Music and the internet
Music and the internet
Music and the internet
Music and the internet
Music and the internet
Music and the internet
Music and the internet
Music and the internet
Music and the internet
Music and the internet
Music and the internet
Music and the internet
Music and the internet
Music and the internet
Music and the internet
Music and the internet
Music and the internet
Music and the internet
Music and the internet
Music and the internet
Music and the internet
Music and the internet
Music and the internet
Music and the internet
Music and the internet
Music and the internet
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Music and the internet

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Talk given at the Utune festival in Drammen, Norway, about music and the Internet - how to embrase the social behaviour on the Internet, in stead of fighting against it

Talk given at the Utune festival in Drammen, Norway, about music and the Internet - how to embrase the social behaviour on the Internet, in stead of fighting against it

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  • 1. Kjetil Manheim<br />Utune, Drammen Norway 18.03.2010<br />
  • 2. I’m an artist- whatnow?<br />> How to communicate and make yourworkknown and spread in the world<br />http://www.flickr.com/photos/8153468@N04/2668229310<br />
  • 3. Q: How do I succeed in a landscape that looks like a fish marked?<br />
  • 4. Full of pirates, bad bones and free riders?<br />
  • 5. Let’s take a look at the situation<br />
  • 6. We love music<br />
  • 7. And what we love, we share<br />
  • 8. http://www.flickr.com/photos/jrossol/<br />
  • 9. It Didn’tstopthe human behaviour<br />
  • 10. The industry<br />
  • 11. Then came digitalization and later the Internet<br />
  • 12. The sadresult<br />
  • 13. the online media industry can’t afford paying for using the content on their sites<br />As if that wasn’t bad enough<br />
  • 14. And whataboutthisguy?<br />
  • 15. Challenge<br />Over time the music industry has been pushed into a corner where it’s product is hard to distribute, and even harder to collect upon. And this is despite the fact that people really love their product!<br />
  • 16. Is it reallysharingthat is the problem?<br />
  • 17. What is sharing?And whobenefits from it?<br />
  • 18. The good ol’ days, back in the 80’ies<br />http://www.flickr.com/photos/tusnelda/4373074884/<br />
  • 19. And had control over mostly everything<br />…. The giants ruled the marked<br />
  • 20. 80’ies: nearly no distribution <br />The recording cost was huge for all small bands, printing your own vinyl was pretty expensive to. The established industry distribution was totally unavailable, the broadcasts was somewhere in Utopia, and there was no cell phones or internet, only the postal services and phones stuck to the wall in the hall<br />Every available effort was put into one task only: spread the content – with zero to spend on marketing – I know<br />Now, what was good about this?<br />
  • 21. They who had a label contract and distribution..got paid<br />(Not a small thing)<br />
  • 22. Everyone else depended on…sharing<br />(a pretty small thing back then)<br />
  • 23. In 2010: to damnmuchdistribution! <br />(and (almost) nooneseems to getpaid)<br />
  • 24. But distribution used to be good…still is<br />(it’s just the bus modelthatdoesn’tfit)<br />
  • 25. ©<br />
  • 26. We know what © has done for protection, but what has © done for free culture?<br />
  • 27. What is free culture?What good does it?<br />
  • 28. http://www.flickr.com/photos/tylerstefanich/<br />
  • 29. http://www.flickr.com/photos/tylerstefanich/<br />
  • 30.
  • 31.
  • 32.
  • 33.
  • 34.
  • 35.
  • 36. CC makes the creative world a better place<br />My humble opinion<br />http://www.flickr.com/photos/creativecommons/2312740725/in/photostream/<br />
  • 37. Ok, good for art, But what about people sharing?<br />
  • 38.
  • 39. http://www.flickr.com/photos/kentbye/1215052987/sizes/l/<br />
  • 40. Big names<br />News media<br />For the masses<br />Independent<br />Music media<br />Musiccatalogue,<br />people’s talk<br />Social networksites<br />Nichemusicsites<br />Nichemusic<br />What have you…<br />Blogs & homepages<br />Microblogs<br />Directmessages<br />
  • 41. Music is a socialproduct<br />
  • 42. Weshouldmoveaway from traditionalthinkingaroundreleasesand developecontinualreleasesand events as the basis ofrelationshipswith fans<br />
  • 43. Different types of online services<br /><ul><li>My own record collection: Files, CD’s, vinyl, (hopefully) bought at a store, on hard drive, syndicates with online services. Money to be collected at point of sale. No money from usage
  • 44. Spotify, Wimp : Replaces my record collection. Money to be collected for usage and file sales/ cd sales
  • 45. Last.fm : Meets social needs, share profile and explore others, discover music. Money to be collected by file sales and usage
  • 46. Myspace, (my) blog etc: Meet the artist, money to be collected by sales, usage, ads, accessories etc
  • 47. Youtube: Be entertained, search find share enjoy. Money soon to be collected per stream (according to Google)
  • 48. Online Media Not much apart from ATTENTION, but new services offer income opportunities </li></li></ul><li>Make yourself available<br /><ul><li>Get your information, music and brand online through a blog, Myspace, youtube channel, Facebook fanpage etc.
  • 49. You should make your content available for download and stream through your own sites Last.fm, Wimp, Spotify, musicnodes, believe digital, record online stores with digital distribution etc
  • 50. Set up a payment service on your own real estate if you have content to sell
  • 51. You should start using CC for some of your work (or all, if you want to)
  • 52. You should exploit your potential in contextual and semantic advertisement, by offering intense usage to sponsors (if it suits you)
  • 53. You should love and leverage on all the attention</li></li></ul><li>http://www.flickr.com/photos/furiousgeorge81/<br />
  • 54. Now some words about a new type of service<br />
  • 55. Last summer Mediafront made a demo player for a client<br />
  • 56. 2010 in Norway<br />
  • 57. Through a web widget from Musicnodes, music is being published and shared. <br />They call the widget a ”node”<br />Link & embed<br />www.<br />
  • 58.
  • 59. Artists, <br />Musicpublishers<br />Labels<br />
  • 60.
  • 61. Musicnodesworksalongthelongtail<br /><ul><li>Articles
  • 62. Reviews
  • 63. Interviews
  • 64. Blogs and microblogs
  • 65. Social talk</li></ul>Big names<br />Nichemusic<br />Musicreleases<br />Musiccatalogue, people’s talk<br />News media<br />Music media<br />Social networksites<br />Nichemusicsites<br />Blogs & homepages<br />Microblogs<br />Directmessages<br />
  • 66. For the media Musicnodes is a source for content and revenue<br />
  • 67. For the music publishers Musicnodes is a new marketing tool for sharing of their own content, distribution and public relations over the Internet.<br />
  • 68. For the advertisers Musicnodes is a communication channel with high visibility by its contextual placement. <br />
  • 69. The future is bright for creativity and music - I’m confident<br />
  • 70. Thankyou<br />Kjetil Manheim<br />kjetil@mediafront.no<br />(47) 90064675<br />www.twitter.com/manheim<br />www.mediafront.no<br />

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