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Gerd Leonhard
gerd@mediafuturist.com
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Thoughts on Copyright 2.0
and Music
Monday, June 23, 2008

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Six points I want to share
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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

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Monday, June 23, 2008

Thanks to technology-induced ‘Follow’ me:
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cultural changes, Listening is Getting
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Monday, June 23, 2008

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So:
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• 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

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Monday, June 23, 2008

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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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Allowing legal access
Attention and
Revenue Sharing
Getting
Attention
Monday, June 23, 2008

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Giving
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Permission
and
Participating Now:
Now:
Monday, June 23, 2008

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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

Control is now firmly with www.mediafuturist.com
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Monday, June 23, 2008

We need to turn this around
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Monday, June 23, 2008

and allow this:
www.mediafuturist.com
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Monday, June 23, 2008

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Because Sharing is only at the
BEGINNING
Monday, June 23, 2008

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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

That perfect Control we had is
www.mediafuturist.com
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Monday, June 23, 2008

www.mediafuturist.com
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Monday, June 23, 2008

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We need a Facebook: Gerd Leonhard
Web-Native, Connected
Usage-Rights Model
Monday, June 23, 2008

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Everybody gets everybody pays*
Monday, June 23, 2008

I think we all agree on this: ‘Follow’ me:
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http://www.repmanblog.com/photos/uncategorized/48750_a.jpg
Creators must be paid for their work
Monday, June 23, 2008

But rather than this www.mediafuturist.com
http://www.repmanblog.com/photos/uncategorized/48750_a.jpg
Monday, June 23, 2008

I propose this www.mediafuturist.com
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http://www.repmanblog.com/photos/uncategorized/48750_a.jpg
Monday, June 23, 2008

Basically... www.mediafuturist.com
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Use
http://www.repmanblog.com/photos/uncategorized/48750_a.jpg
Monday, June 23, 2008

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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‘Economic Egoism’
Monday, June 23, 2008

But: could we refuse?
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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

The Digital Music Flat Rate is inevitable
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~1910
+ =
+ =
~2009?
Monday, June 23, 2008

But... where is the new money...?
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Monday, June 23, 2008

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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

My plea www.mediafuturist.com
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Let’s trade some of that precious
to unlock and discover new revenues.
Monday, June 23, 2008

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Peter Jenner’s ‘war and peace’ cloud
Monday, June 23, 2008