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The Renaissance Of Music
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The Renaissance Of Music

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citizensound presented at a music conference in Lisbon on the future of music. Too often debates on the future of music fuse 'music' and 'music industry' as one and the same thing. We tried to put …

citizensound presented at a music conference in Lisbon on the future of music. Too often debates on the future of music fuse 'music' and 'music industry' as one and the same thing. We tried to put things into historical context and investigate the way forward for musicians. You can find the version with a soundtrack added over at youtube (citizensound1)

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  • 1. The Renaissance of Music citizensound the sound of brands, the brand of sound
  • 2. The music cloud 360 holistic brand&bands fans Live merchandise online mobile radio promoter app manager label Indie manufactured money spotify Last.fm community investment nokia iPod facebook myspace DIY
  • 3. Start here 33,000 BC
  • 4. And further…125 AD
  • 5. Getting closer
  • 6. Nothing is more important than…
  • 7. the relationship between…
  • 8. the music maker & the music lover
  • 9. Primarily filtered through here… Via Label & promoters 20th century 21st century
  • 10. Now here… Label Via Label & promoters 20th century 21st century
  • 11. here Label media Via Label & promoters 20th century 21st century
  • 12. here Label media Via Patron Label & brand promoters 20th century 21st century
  • 13. here Label media Via Patron Label & brand promoters DIY Direct 20th century 21st century
  • 14. And here Label media Via Patron Label & brand promoters DIY Direct Venture Capital 20th century 21st century
  • 15. Labels are relatively new Pre-history 0 20th 21st
  • 16. Patrons have always played their role… Greek, Aztec & Nubian through to the de Medici family and beyond Pre-history 0 20th 21st
  • 17. Music makers & music lovers used to be much closer DIY Direct Pre-history 0 20th 21st
  • 18. NEW formats/technologies spread the love...
  • 19. A renaissance of music as music not music as ‘product’ Example: The rise of House Gigs
  • 20. Music Industry = OUT NOW! Creating short-term marketing patterns around PRODUCT Marketing investment 0 1 2 3 4 5 6 7 8 9 10 11 12 Weeks
  • 21. Tough for most musicians… +€ €0 Number of musicians -€ Money
  • 22. Most musicians make no money, some lose money and a very few make huge money… +€ €0 Number of musicians -€ Money
  • 23. Music = OUT ALWAYS A Fan’s awareness is triggered by more than just PRODUCT
  • 24. DIY model means a target of gradual growth over time +€ €0 Number of musicians Time -€ Money
  • 25. It also confronts the definition of Success Lots of Money Fame Youtube clicks Number 1 A nice life Playing to people who love what you do, not who you are Sex, Drugs, Rock n Roll
  • 26. From OUT NOW to OUT ALWAYS: Skill set shift also… •  Manager •  A&R •  Marketing •  Distribution •  Legal advisor •  Financial controller •  Promoter
  • 27. From OUT NOW to OUT ALWAYS: Skill set shift also… •  Manager •  A&R •  A&R •  Community manager •  Marketing •  Social Media Strategist •  Distribution •  Fanbase Manager •  Legal advisor •  Design Manager •  Financial controller •  Tech •  Promoter •  Communications Strategist •  Financial controller •  Legal advisor •  Audio-visual producer •  Content manager •  Brand Strategist •  Sales team •  Etc…
  • 28. Who does what?
  • 29. Little ideas become movements during times of social upheaval and economic downturn
  • 30. lots of little ideas right now… Fanfarlo solobasssteve
  • 31. Looking forward to hearing more now… E-Mail paul@citizensound.net Web www.citizensound.net Skype citizensound Flickr citizensound Soundcloud citizensound Twitter citizenbay Friendfeed citizenbay
  • 32. Credits Song is “One Step” from the album ‘Behind Every Word’ by the musician & thought-provocateur Steve Lawson You can find him here - www.stevelawson.net

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