Artists And Audiences In A Connected World Gerd Leonhard Futurist

Gerd Leonhard Media Futurist Getting Attention 2.0: Artists and Audiences in a Connected World Presentation at the Scottish Arts Council ‘Partnerships 2.0’ event in Edinburgh October 23, 2008 Thursday, October 23, 2008

Gerd Leonhard Media Futurist This is a Future that is yours Eric Schmidt (Google): Almost all of the historic models have limitations in what consumers could do. You could only watch television on a television. You could only listen to radio on a radio. Technology now allows you to mix and match, to do anything you want. The business models that empower end users are the ones that will win. The business models that say no to an end use will ultimately be replaced by one that empowers end users because eventually the consumer gets what they want. Thursday, October 23, 2008

Gerd Leonhard Media Futurist Now, for us as ‘Content’ Creators... Friction is Fiction. We either engage or we... enrage. We participate or we... are participated Thursday, October 23, 2008

Gerd Leonhard Media Futurist Thursday, October 23, 2008

Gerd Leonhard Media Futurist Everything is going digital... 3000 Books published every single Day Thursday, October 23, 2008

When? Gerd Leonhard Media Futurist We often overestimate how quickly it will happen We often underestimate the magnitude of the changes when it does happen We have already overestimated the Internet for the past 10 years! 3% of the world on broadband now 10% on broadband in 18 months 4 Billion mobile users in 12 months Thursday, October 23, 2008

Gerd Leonhard Media Futurist Imagine: 4 Billion phones connected to the Internet = 4 Billion people looking for Content! Thursday, October 23, 2008

Gerd Leonhard Media Futurist Creativity is the Currency of the Future Thursday, October 23, 2008

Gerd Leonhard Media Futurist Once technology becomes dead-simple... Thursday, October 23, 2008

Gerd Leonhard Media Futurist This is very good news indeed Source: Flickr hillarylmrore Thursday, October 23, 2008

Gerd Leonhard Media Futurist Formerly Now Audience Users Consumer Co-Creators Listener Contributors Peers Customer Producers Buyer Promoters... Thursday, October 23, 2008

Gerd Leonhard Media Futurist These People are your new Users Marketing, Co-Creators Contributors Sales and Peers Producers Promotions Promoters... Team Thursday, October 23, 2008

Gerd Leonhard Media Futurist Sharing is Caring is...Success Thursday, October 23, 2008

Gerd Leonhard Media Futurist The result of this exploding Broadband Culture: Thursday, October 23, 2008

Gerd Leonhard Media Futurist The Coelho Story: ‘Piracy’ as business model quot;I found a pirated Russian translation of quot;The Alchemistquot;, and we were selling 1000 copies a year in Russia, that's not very impressive, so I said OK, let's put the pirate edition online for people to downloadquot;. “In 2001 it sold 10'000 copies, and everybody was puzzled, and the next year we went over 100'000quot;. His publisher had not done any particular promotion. quot;It was, believe it or not, the free-for-download book. People downloaded it, started reading it, liked it, and bought it...In the third year we had over 1 million copies, now we're over 10 million copies in Russiaquot;. “Publishers have a tendency to try to protect the content. It's a lost battle” Thursday, October 23, 2008

Gerd Leonhard Media Futurist Protecting our Creations is “Mission Impossible” Thursday, October 23, 2008

Stop this? Gerd Leonhard Media Futurist Thursday, October 23, 2008

Gerd Leonhard Media Futurist Asking the ISPs to deep- package inspect their traffic and then enforce the rules of an industry that has utterly failed to adapt their business model, is asking for Censorship Thursday, October 23, 2008

Gerd Leonhard Media Futurist For Creators, Obscurity is a much greater threat than so- called Piracy Thursday, October 23, 2008

Gerd Leonhard Media Futurist Instead of Control, Trust is the key to success in a Networked World http://www.guardian.co.uk/media/2008/apr/21/netmusic Thursday, October 23, 2008

Gerd Leonhard Media Futurist Without sharing, the creative industries are dead in the water quot;In the past you were what you owned. Now you are what you share.quot; Charles Leadbeater – We Think Thursday, October 23, 2008

Gerd Leonhard Media Futurist “Copy = Most of the Value” The traditional Western Paradigm of ‘Copyright as Sole Value of Content’ is unsustainable Thursday, October 23, 2008

Gerd Leonhard Media Futurist You can’t really ‘own’ the copy any more but You can own the Context, the Meaning, the Relevance, the Experience, the Embodiment, the Timing... Let people share your creations and you will win. Attention begets income. Thursday, October 23, 2008

Gerd Leonhard Media Futurist A web-native content business model...? Based on flat-rate / free access first, then Copy Based on allowing use not preventing copy Based many revenue streams selling-copies Driven by Sharing, User-to-User Decentralized (user-to-user) Powered by next-generation Advertising Multi-platform access but mostly mobile! Thursday, October 23, 2008

Gerd Leonhard Media Futurist The ‘old’ model won’t work. Source: UniversalMcCann waves report Thursday, October 23, 2008

Gerd Leonhard Media Futurist This is a very serious change Copy Economy Access / Usage / Share Economy Thursday, October 23, 2008

Gerd Leonhard Media Futurist Our Future as Creatives: Attention-based Income explodes while Copy-based income declines *for now Copy Based Revenues Attention Based Revenues Thursday, October 23, 2008

Gerd Leonhard Media Futurist Media 2.0: networked, web-native, decentralized, collaborative, engaged, transparent Thursday, October 23, 2008

Gerd Leonhard Media Futurist Now: the PFKaC, together, can beat ‘the Firms’ Media is social... again! Thursday, October 23, 2008

Gerd Leonhard Media Futurist Let’s talk about Hits It’s all about Niche Success Now Thursday, October 23, 2008

Gerd Leonhard Media Futurist Getting Attention means getting Income Thursday, October 23, 2008

Gerd Leonhard Media Futurist Finding and Being Found Thursday, October 23, 2008

Gerd Leonhard Media Futurist Examples Thursday, October 23, 2008

Gerd Leonhard Media Futurist Why social networks? Thursday, October 23, 2008

Gerd Leonhard Media Futurist What are your keywords? Thursday, October 23, 2008

Gerd Leonhard Media Futurist How will you get Attention? Thursday, October 23, 2008

Gerd Leonhard Media Futurist First, it’s about Attention - and then it’s about converting it to cash! Thursday, October 23, 2008

Gerd Leonhard Media Futurist ๏ Professional amateurs only ๏ 60.000 part-time photographers ๏ 3.5 Million images and 100.000 videos ๏ 38 forum posts per minute ๏ Paid out $27 Million to creators in 2007 ๏ 2 Million customers buying ๏ Sold for $50 Million to Getty Images in 2005 ๏ Huge cost savings for design firms etc ๏ Great example for lower cost AND higher convenience ๏ Great example for the power of Pro-Am sourcing ๏ Non-crowdsourced incumbents find it hard to compete Thursday, October 23, 2008

Gerd Leonhard Media Futurist So...become the world’s talent! Thursday, October 23, 2008

Gerd Leonhard Media Futurist Get used to the concept of 3rd party payments Thursday, October 23, 2008

Gerd Leonhard Media Futurist Brands + Creators = a Future Thursday, October 23, 2008

Gerd Leonhard Media Futurist The web powers the global trend towards Feels Like Free Thursday, October 23, 2008

Gerd Leonhard Media Futurist Example: The digital Music Flat Rate Thursday, October 23, 2008

Gerd Leonhard Media Futurist And then... Software GAmes / Interactive Books / Print Films / TV / Video Music Thursday, October 23, 2008

Gerd Leonhard Media Futurist Now, we must ‘sell’ things that can’t be copied Thursday, October 23, 2008

Gerd Leonhard Media Futurist • If copies lose their ‘value’ we must sell something that can’t be copied • Sell the package - not just the content • Sell experiences and performances • Sell your ‘brand’ Thursday, October 23, 2008

Gerd Leonhard Media Futurist Thursday, October 23, 2008

Gerd Leonhard Media Futurist Generating Attention • Yes, people want to get to know you • People must hear about you in many different places • People must hear about you repeatedly *but with the same message • Learning to “Fish where the fish are” is crucial Thursday, October 23, 2008

Gerd Leonhard Media Futurist But how to find the time? • As a creator, you need to know this • Setting it up takes some real time, but afterwards it can be as little as 30 min / day • This is YOU we are talking about - people want to connect with YOU • If you don’t talk nobody will listen! • Get your fans to help you *** Crowd-sourcing Thursday, October 23, 2008

Gerd Leonhard Media Futurist What you need: turbo-charged Followers Thursday, October 23, 2008

Gerd Leonhard Media Futurist Some New Possibilities ‣ Have your fans decide where to do the next gig (Facebook or Myspace group?) ‣ Have your fans upload pictures of you ‣ Find your next video director online ‣ Source collaborators that will work for free ‣ Have agents discover you online ‣ Find licensors for your content online (films, ads, games etc) Thursday, October 23, 2008

Gerd Leonhard Media Futurist But you still need to fish where the fish are! Thursday, October 23, 2008

Gerd Leonhard Media Futurist Be warned... Thursday, October 23, 2008

Gerd Leonhard Media Futurist No, it’s not all just • Attention Deficit Disorder on the rise everywhere • The sheer Noise can be brutal • Digital Obesity becomes common • Privacy becomes something you have to ask for • Digital Darwinism may occur • The world is your oyster... and your competition! Thursday, October 23, 2008

Gerd Leonhard Media Futurist Yes, there are many issues, but: The evils of ‘too open’ or ‘too much freedom’ will always pale compared to the evils of closed, central, controlled and authoritarian system *which is what we had ;) Thursday, October 23, 2008

Gerd Leonhard Media Futurist What used to matter... Cash Location Age Gender Race Pedigree Qualification Thursday, October 23, 2008

Gerd Leonhard Media Futurist What will matter Reputation Merit Credibility Creativity Quality Thursday, October 23, 2008

Gerd Leonhard Media Futurist Summary Thursday, October 23, 2008

Gerd Leonhard Media Futurist quot;When the winds of change are blowing, some people are building shelters, and others are building windmills.quot; Chinese Proverb Thursday, October 23, 2008

Gerd Leonhard Media Futurist www.mediafuturist.com www.twitter.com/gleonhard gleonhard on Facebook www.music20thebook.com www.endofcontrol.com Thanks for listening! Thursday, October 23, 2008

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Artists And Audiences In A Connected World Gerd Leonhard Futurist

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Artists And Audiences In A Connected World Gerd Leonhard Futurist — Presentation Transcript