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Monday, June 23, 2008
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www.mediafuturist.com
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                           Giving
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        Understandable... but




   “We let the consumer have too much of what they want, too s...
Control is now firmly with            www.mediafuturist.com
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We need to turn this around
                                                       www.mediafuturist.com
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and allow this:
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www.mediafuturist.com

    Because Sharing is only at the
            BEGINNING




Monday, June 23, 2008
www.mediafuturist.com
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That perfect Control we had is
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daily...
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                        h...
I propose this                                                            www.mediafuturist.com
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Basically...                                                             www.mediafuturist.com
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www.mediafuturist.com


   The needling and the damage done -
       how insistence on the old model hurts us
 • Artists s...
www.mediafuturist.com
                                                   ‘Follow’
me:
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But: could we refuse?
                                                                               www.mediafuturist.com...
The Digital Music Flat Rate is inevitable
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    ...
But... where is the new money...?
                                              www.mediafuturist.com
                    ...
www.mediafuturist.com




 There are major issues to be worked out, but:




    The potential evils of an Open Network - ...
My plea                           www.mediafuturist.com
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www.mediafuturist.com



   Peter Jenner’s ‘war and peace’ cloud




Monday, June 23, 2008
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Copyright 2.0 and the Future of Music Gerd Leonhard Norway Think Tank June 2008

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Some Some key points from this presentation (see more at www.mediafuturist.com):

* An actual distinction between ‘Copy’ vs ‘Performance’ of music no longer exists
* Even if that difference could be maintained: the ‘Selling of Copies’ of music (CDs or downloads) is no longer a growing business, or a sustainable model
* The exclusive right to ‘make copies’ is becoming impossible to enforce
* Criminalization of Sharing and Policing of Web-Access is not the kind of ‘Justice’ our society can afford (see my response to Paul Mc Guinness' speech at Midem 2008 here)
* New Permissions & ‘Usage-Rights’ for Digital Music can and will solve this problem
* Do we want the Fair Remuneration of the Creators or do we prefer - at all costs - to maintain the Industry’s Control over the Users fka Consumers?

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Copyright 2.0 and the Future of Music Gerd Leonhard Norway Think Tank June 2008

  1. 1. www.mediafuturist.com ‘Follow’
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dailywisdoms Facebook:
Gerd
Leonhard Gerd Leonhard gerd@mediafuturist.com www.mediafuturist.com Thoughts on Copyright 2.0 and Music Monday, June 23, 2008
  2. 2. www.mediafuturist.com Six points I want to share ‘Follow’
me: Twitter:
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dailywisdoms Facebook:
Gerd
Leonhard A real distinction between ‘Copy’ vs ‘Performance’ no longer exists Even if that difference could be maintained: the ‘Selling of Copies’ is no longer a growing business or sustainable model The exclusive right to ‘make copies’ is becoming impossible to enforce Criminalization of Sharing and Policing of Web-Access is not the kind of ‘Justice’ our society can afford New Permissions & ‘Usage-Rights’ can solve this problem Do we want the Fair Remuneration of the Creators or do we prefer - at all costs - to maintain the Industry’s Control over the Users fka Consumers? Monday, June 23, 2008
  3. 3. www.mediafuturist.com ‘Follow’
me: Twitter:
gleonhard

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dailywisdoms Facebook:
Gerd
Leonhard Monday, June 23, 2008
  4. 4. Thanks to technology-induced ‘Follow’
me: www.mediafuturist.com Twitter:
gleonhard

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dailywisdom cultural changes, Listening is Getting Facebook:
Gerd
Leonhard Monday, June 23, 2008
  5. 5. www.mediafuturist.com ‘Follow’
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dailywisdoms Facebook:
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Leonhard • Why do we still attribute all value solely to ‘the right to make copies’? • Why do we still treat broadcasting as ‘free’ for the user while ‘copying’ of the same music must be expensive and paid for ‘by the unit’ ? • Can the broadcasting model (i.e. a blanket license, and music ‘Paid with Attention’) serve as model for a new digital music license? Monday, June 23, 2008
  6. 6. www.mediafuturist.com Monday, June 23, 2008
  7. 7. www.mediafuturist.com ‘Follow’
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Leonhard The good news is: We don’t need total control anymore. We have more powerful options now: Permission Participation Engagement Sharing Monday, June 23, 2008
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Leonhard Allowing legal access Attention and Revenue Sharing Getting Attention Monday, June 23, 2008
  9. 9. www.mediafuturist.com Giving ‘Follow’
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dailywisdoms Facebook:
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Leonhard Permission and Participating Now: Now: Monday, June 23, 2008
  10. 10. www.mediafuturist.com Understandable... but “We let the consumer have too much of what they want, too soon, and we hurt ourselves.... If they just want the single, they gotta get the album. That was how life was. Today we should at least have that option...” Maintaining control after release....? Monday, June 23, 2008
  11. 11. Control is now firmly with www.mediafuturist.com ‘Follow’
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Leonhard Monday, June 23, 2008
  12. 12. We need to turn this around www.mediafuturist.com ‘Follow’
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Leonhard Monday, June 23, 2008
  13. 13. and allow this: www.mediafuturist.com ‘Follow’
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dailywisdoms Facebook:
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Leonhard Monday, June 23, 2008
  14. 14. www.mediafuturist.com Because Sharing is only at the BEGINNING Monday, June 23, 2008
  15. 15. www.mediafuturist.com ‘Follow’
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dailywisdoms 4.5 Billion next year. Facebook:
Gerd
Leonhard Not on a per-song ‘copy’ license Not on a per-unit ‘copy’ license Not in India, China, Russia, Brazil, Indonesia... Not based on controlling and enforcing exclusive rights Monday, June 23, 2008
  16. 16. That perfect Control we had is www.mediafuturist.com ‘Follow’
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Leonhard Monday, June 23, 2008
  17. 17. www.mediafuturist.com ‘Follow’
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dailywisdoms Facebook:
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Leonhard Monday, June 23, 2008
  18. 18. www.mediafuturist.com ‘Follow’
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dailywisdoms We need a Facebook:
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Leonhard Web-Native, Connected Usage-Rights Model Monday, June 23, 2008
  19. 19. www.mediafuturist.com ‘Follow’
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Leonhard Everybody gets everybody pays* Monday, June 23, 2008
  20. 20. I think we all agree on this: ‘Follow’
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Leonhard http://www.repmanblog.com/photos/uncategorized/48750_a.jpg Creators must be paid for their work Monday, June 23, 2008
  21. 21. But rather than this www.mediafuturist.com http://www.repmanblog.com/photos/uncategorized/48750_a.jpg Monday, June 23, 2008
  22. 22. I propose this www.mediafuturist.com ‘Follow’
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Leonhard http://www.repmanblog.com/photos/uncategorized/48750_a.jpg Monday, June 23, 2008
  23. 23. Basically... www.mediafuturist.com ‘Follow’
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Leonhard Use http://www.repmanblog.com/photos/uncategorized/48750_a.jpg Monday, June 23, 2008
  24. 24. www.mediafuturist.com The needling and the damage done - how insistence on the old model hurts us • Artists still don’t get paid (even though we keep on demanding it) • Unlicensed, fig-leafed, evasive startups succeed, and legal ones falter! • Investors ignore fully legal ventures, but fund disruption • Users aka consumers learn that some illegal activities are perfectly ok • Trust in the market place and legal system erodes • 100s of new companies are basing their models on non-traditional rights models, already • Remember what happened with Radio: refusal resulted in very low (or zero) payments Monday, June 23, 2008
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Leonhard ‘Economic Egoism’ Monday, June 23, 2008
  26. 26. But: could we refuse? www.mediafuturist.com Walled gardens are dying (NYT, AP, Mobile Portals, MSFT...) Daily advances in technology dwarf all efforts of Control The law says: Yes The users say: No The West says YES the East says NO Monday, June 23, 2008
  27. 27. The Digital Music Flat Rate is inevitable www.mediafuturist.com ‘Follow’
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Leonhard ~1910 + = + = ~2009? Monday, June 23, 2008
  28. 28. But... where is the new money...? www.mediafuturist.com ‘Follow’
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Leonhard Monday, June 23, 2008
  29. 29. www.mediafuturist.com There are major issues to be worked out, but: The potential evils of an Open Network - of ‘Too Much Freedom’ - will certainly pale beside those of a Closed, Controlled and Authoritarian Network Monday, June 23, 2008
  30. 30. My plea www.mediafuturist.com ‘Follow’
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dailywisdoms Facebook:
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Leonhard Let’s trade some of that precious to unlock and discover new revenues. Monday, June 23, 2008
  31. 31. www.mediafuturist.com Peter Jenner’s ‘war and peace’ cloud Monday, June 23, 2008

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