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

www.mediafuturist.com ‘Follow’ me: Twitter: gleonhard  +  dailywisdoms Facebook: Gerd Leonhard Gerd Leonhard gerd@mediafuturist.com www.mediafuturist.com Thoughts on Copyright 2.0 and Music Monday, June 23, 2008

www.mediafuturist.com Six points I want to share ‘Follow’ me: Twitter: gleonhard  +  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

www.mediafuturist.com ‘Follow’ me: Twitter: gleonhard  +  dailywisdoms Facebook: Gerd Leonhard Monday, June 23, 2008

Thanks to technology-induced ‘Follow’ me: www.mediafuturist.com Twitter: gleonhard  +  dailywisdom cultural changes, Listening is Getting Facebook: Gerd Leonhard Monday, June 23, 2008

www.mediafuturist.com ‘Follow’ me: So: Twitter: gleonhard  +  dailywisdoms Facebook: Gerd 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

www.mediafuturist.com Monday, June 23, 2008

www.mediafuturist.com ‘Follow’ me: Twitter: gleonhard  +  dailywisdoms Facebook: Gerd 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

www.mediafuturist.com ‘Follow’ me: Twitter: gleonhard  +  dailywisdoms Facebook: Gerd Leonhard Allowing legal access Attention and Revenue Sharing Getting Attention Monday, June 23, 2008

www.mediafuturist.com Giving ‘Follow’ me: Twitter: gleonhard  +  dailywisdoms Facebook: Gerd Leonhard Permission and Participating Now: Now: Monday, June 23, 2008

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

Control is now firmly with www.mediafuturist.com ‘Follow’ me: Twitter: gleonhard  +  dailywisdoms Facebook: Gerd Leonhard Monday, June 23, 2008

We need to turn this around www.mediafuturist.com ‘Follow’ me: Twitter: gleonhard  +  dailywisdoms Facebook: Gerd Leonhard Monday, June 23, 2008

and allow this: www.mediafuturist.com ‘Follow’ me: Twitter: gleonhard  +  dailywisdoms Facebook: Gerd Leonhard Monday, June 23, 2008

www.mediafuturist.com Because Sharing is only at the BEGINNING Monday, June 23, 2008

www.mediafuturist.com ‘Follow’ me: Twitter: gleonhard  +  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

That perfect Control we had is www.mediafuturist.com ‘Follow’ me: Twitter: gleonhard  +  dailywisdoms Facebook: Gerd Leonhard Monday, June 23, 2008

www.mediafuturist.com ‘Follow’ me: Twitter: gleonhard  +  dailywisdoms Facebook: Gerd Leonhard Monday, June 23, 2008

www.mediafuturist.com ‘Follow’ me: Twitter: gleonhard  +  dailywisdoms We need a Facebook: Gerd Leonhard Web-Native, Connected Usage-Rights Model Monday, June 23, 2008

www.mediafuturist.com ‘Follow’ me: Twitter: gleonhard  +  dailywisdoms Facebook: Gerd Leonhard Everybody gets everybody pays* Monday, June 23, 2008

I think we all agree on this: ‘Follow’ me: www.mediafuturist.com Twitter: gleonhard  +  dailywisdoms Facebook: Gerd Leonhard 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 ‘Follow’ me: Twitter: gleonhard  +  dailywisdoms Facebook: Gerd Leonhard http://www.repmanblog.com/photos/uncategorized/48750_a.jpg Monday, June 23, 2008

Basically... www.mediafuturist.com ‘Follow’ me: Twitter: gleonhard  +  dailywisdoms Facebook: Gerd Leonhard 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

www.mediafuturist.com ‘Follow’ me: Twitter: gleonhard  +  dailywisdoms Facebook: Gerd Leonhard ‘Economic Egoism’ Monday, June 23, 2008

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

The Digital Music Flat Rate is inevitable www.mediafuturist.com ‘Follow’ me: Twitter: gleonhard  +  dailywisdoms Facebook: Gerd Leonhard ~1910 + = + = ~2009? Monday, June 23, 2008

But... where is the new money...? www.mediafuturist.com ‘Follow’ me: Twitter: gleonhard  +  dailywisdoms Facebook: Gerd Leonhard Monday, June 23, 2008

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

My plea www.mediafuturist.com ‘Follow’ me: Twitter: gleonhard  +  dailywisdoms Facebook: Gerd Leonhard Let’s trade some of that precious to unlock and discover new revenues. Monday, June 23, 2008

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