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From Ego to Eco: the future of the music business (Futurist, Author and Keynote Speaker Gerd Leonhard)
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From Ego to Eco: the future of the music business (Futurist, Author and Keynote Speaker Gerd Leonhard)

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  • 1. Gerd Leonhard Futurist, Author, Musician & CEO TheFuturesAgency @gleonhard @music2dot0 From Ego to Eco:The Future of Music
  • 2. The future is already here! Tweet your questions @gleonhard
  • 3. The future is already here!
  • 4. The future is already here! The music business is a lot like the energy business :(
  • 5. The future is already here!...and artists are starting to feel like this
  • 6. The future is already here! We’ve had EGOsystems ...for way too long
  • 7. The future is already here! ....whose economic losses...? Piracy defined as any act of non-compliance with policies, pricing, restrictions, rules and technology :)
  • 8. Do the big Oil CompaniesThe future is already here! represent Nature?
  • 9. The future is already here! “They who can give up essential liberty to obtain a little temporary safety, deserve neither liberty nor safety” *Benjamin Franklin
  • 10. The future is already here! Music EgoSystems are utterly unsustainable: Rampant inequality Total lack of transparency Cartels & monopolies prevail Laws & policies paid for by lobbyists Enclosure of the Commons Criminalization of Consumers
  • 11. The future is already here!
  • 12. The future is already here! Piracy ★ is the result of the 1% trying to enforce outdated business models ★ an aberration of radical consumer empowerment based on ever-faster networks and cheap but smart devices ★ consequence of market failure paired with pervasive ignorance and blind control obsession by most incumbents CEO of MacMillan UK, April 2011, via PaidContent.org
  • 13. The future is already here! Restricting, protecting, preventing, disabling ... is a suicidal strategy
  • 14. The future is already here! Control consumption? Make content unavailable? Enforce payment? Restrict sharing? Create artificial scarcity? Sue fans into submission?
  • 15. The future is already here!
  • 16. The future is already here!
  • 17. The future is already here! Music is just about to migrate into a larger turf... Mobile & Social
  • 18. The future is already here! First: redefine the meaning of Selling - in the future, what will it mean to ‘sell music’?
  • 19. The future is already here!
  • 20. The future is already here! Every screen is becoming some kind of ‘connected TV or Radio’
  • 21. The future is already here! A huge opportunity for bundling music and then offer premiums
  • 22. The future is already here! By 2017, between 50% to 75% + of all media consumption will be via mobile devices *
  • 23. The future is already here! SoLoMo-Cloud Welcome to the
  • 24. The future is already here! The end of Distribution as the key success factor, metric and gate-keeper
  • 25. The future is already here! Total Unbundling is inevitable
  • 26. The future is already here! With some exceptions, the business model of merely selling ‘copies’ of music is
  • 27. Music .Toast Music. Future
  • 28. The future is already here! From one-to-many to Many to Many
  • 29. The future is already here! ‘Free’ Access / Listen / Streaming / Downloading of music has become a de-facto standard and Common Right
  • 30. The future is already here! Guess where we are headed...
  • 31. The future is already here! Touch. Play. Connect. Share. Access not ownership *
  • 32. The future is already here! Access *not ownership
  • 33. The future is already here! Does ‘access not own‘ worry you?
  • 34. The future is already here! The issue: for the consumer, access to content will be much cheaper than copies i.e. ownership Source: Huffington Post
  • 35. The future is already here! But let’s do the math: Access for everyone is better! • Average advertising value of every active Internet user is approx. € 42 • Average cost of customer acquisition for mobile operators is € 100 each (global estimated average) • € 2 per month raised per EU Internet user (i.e. approx. 500 Million) would result in approx. 1 Billion per month i.e. € 12.2 Billion per year • Which represents almost 100 % of the current worldwide revenues for music • The € 2 / month / user could be generated via advertising, data-mining, flat-rates, bundles, subsidies, taxes - or even directly from the users:) • Note: and this would just be the beginning!
  • 36. The future is already here! 2017: 5 Billion people, 75% mobile Internet, 50+ major platforms, a €250 Billion ad market
  • 37. Premium-ServicesThe future is already here! Up-Selling Added Values New Generatives
  • 38. Build income streams around the Music.The future is already here! Invent added values, pursue collaborative business models
  • 39. Fluid + Feels-Like-Free + Freemium | Upselling +
  • 40. The New Generatives *Kevin Kelly The future is already here! Packaging and Interfaces Curation, Filtering and Selection * Thanks to Kevin Kelly kk.org Social Context & Relevance Intelligent Aggregation Assisted Serendipity Timeliness and Personal Relevance Quality and Trust Guarantee Customization and Personalization Localization / Contextualization Cloud-to-Device Management Advertising as Content (Branded Content) Gamification ... and many more
  • 41. New Generatives *Kevin KellyThe future is already here!
  • 42. New Generatives *Kevin KellyThe future is already here!
  • 43. The future is already here! The problem is not the ‘pay’ - it’s the wall! ☺ ☹ Source:
  • 44. The future is already here! Other ways to get paid...
  • 45. The future is already here! We are already.. Paying with our Data
  • 46. The future is already here! Is there $ in advertising-supported music?
  • 47. The future is already here! Big Data will fund ‘Big Content’
  • 48. The future is already here! Ease of use + Choice + Price + Added Values + Brand = $£€
  • 49. The future is already here!It’s about Value & Experiences not just Price!
  • 50. The future is already here! Imagine if 3 Billion people switched to legal streaming *clearly, this will never happen without a collective, standardized, public, EU-wide license
  • 51. The future is already here! Urgent: Copy Public Rights that fit our Digital Ecosystem
  • 52. The future is already here! The ‘free markets’ won’t fix this. We need must-license provisions, public oversight, regulation for the common good.
  • 53. The future is already here!Hyper-Collaboration
  • 54. Creators & Artists: we must embrace change and The future is already here!focus on solutions based on Collective Objectives
  • 55. The future is already here! Take back the Music! Business Innovation Culture
  • 56. The future is already here! Thank You! D E S I G N : C R E A T I V E