Context: The Future of Music (Presentation at Euroslagt Groningen NL Jan 2010)

Image via WSJ.com

“More and more companies lose control of their customers when newtechnologies enable them to interact with products on their own terms”

“Companies lose control of their customers when new technologies - and the resulting new behaviors -enable them to interact on their own terms”

Control = Money?

Exclusivity = Leverage = more Money?

Consumers = the enemy...?

Copy.........RightImage: Kevin Kelly kk.org Image: Flickr.com/sameli

Larry Lessig said it all...

We must re-think permissions and standards, strike new balances for a connected world,and monetize usage & engagement not copies

Attempts at increasing “control over digital content” while the users are getting more connected will fail spectacularly

Sharing: you ain’t seen nothing yet...!

The demise of physical media is certain

The future: a fight for attention - not for distribution

Source: Ars Electronica 2008

A ‘Networked Society’- Mindset

Make it good, make it fairly priced, make iteasy, make it social, make it connected... Source: Reid Hastings (CEO) via Slideshare

The new Broadcasters &the new advertising revenues

Source: Reid Hastings (CEO) via Slideshare

Property = Paper Value = EmbodimentScarcity generates Cash

Property: Device & Access Value: in Aggregation & CurationScarcity of Attention (i.e. worth $£€)

A crucial slide from Ovum:

Networked Business ModelsExperience Economy Data Economy Image licensed from sevensheaven.nl

We are living in a world where data and digital goods drastically increase in value while many physical goods decline

Imagine...

Approx. $30 Billion yearly revenues Example: 3-4% for unlimited music would equal approx. $ 1 Billion Other monetary benefits: Usage & marketing dataCost-neutral market accessMyriad of up-selling optionsOther players just like Google:Facebook, Baidu, QQ, Yahoo, Cyworld, Ovi, Amazon, Skype... and every single Mobile Operator!

We need a new, public, clear, open, standardized, non-discriminatory, collective system of Usage Rights

Not far fetched...!

Special Other Fan editions and Live media products collectors’ events, products & services items, incl. HD & webcasts, (games, physical premium VoD apps...) products formats source: Flickr/unknownUp-selling options for music

From selling content to selling context

So how will artists & creators get paid? Public Performance (2.0)Up-selling (many options) Flat Rate Revenue Shares Branded Content Deals Sponsorships Fan Clubs / Direct Funding

Music 2.0: an open Ecosystem. Or none.

Devices Media & Advertising Content &Telecoms Entertainment

www.mediafuturist.com @gleonhard

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Context: The Future of Music (Presentation at Euroslagt Groningen NL Jan 2010)

by Gerd Leonhard on Jan 15, 2011

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Context: The Future of Music (Presentation at Euroslagt Groningen NL Jan 2010) — Presentation Transcript