Gerd Leonhard Futurist, Author, Musician                     & CEO               TheFuturesAgency                         ...
The future is already here!                              Tweet your questions @gleonhard
The future is already here!
The future is already here!                              The music business is a lot                              like the...
The future is already here!...and artists are starting to feel like this
The future is already here!                              We’ve had EGOsystems                                      ...for ...
The future is already here!                              ....whose economic losses...?                                    ...
Do the big Oil CompaniesThe future is already here!                              represent Nature?
The future is already here!                              “They who can give up essential liberty to obtain a little       ...
The future is already here!                              Music EgoSystems are                              utterly unsusta...
The future is already here!
The future is already here!                                              Piracy                              ★ is the resu...
The future is already here!                              Restricting, protecting, preventing,                             ...
The future is already here!                                Control consumption?                              Make content ...
The future is already here!
The future is already here!
The future is already here!                              Music is just about to migrate into a larger turf...             ...
The future is already here!                              First: redefine the meaning of Selling                           ...
The future is already here!
The future is already here!                              Every screen is becoming some                              kind o...
The future is already here!                              A huge opportunity for bundling                              musi...
The future is already here!                              By 2017, between 50% to 75% + of all media                       ...
The future is already here!          SoLoMo-Cloud                     Welcome to the
The future is already here!                                The end of Distribution as the key                             ...
The future is already here!                              Total Unbundling is inevitable
The future is already here!                              With some exceptions, the business model of                      ...
Music .Toast   Music. Future
The future is already here!                              From one-to-many to                              Many to Many
The future is already here!                              ‘Free’ Access / Listen / Streaming / Downloading                 ...
The future is already here!                              Guess where we are headed...
The future is already here!                              Touch. Play. Connect. Share.                              Access ...
The future is already here!              Access *not ownership
The future is already here!                              Does ‘access not own‘                                  worry you?
The future is already here!                           The issue: for the consumer, access to content                      ...
The future is already here!                                             But let’s do the math:                            ...
The future is already here!                               2017: 5 Billion people, 75% mobile Internet,                    ...
Premium-ServicesThe future is already here!                              Up-Selling Added Values                          ...
Build income streams around the Music.The future is already here!                              Invent added values, pursue...
Fluid + Feels-Like-Free + Freemium | Upselling             +
The New Generatives *Kevin Kelly  The future is already here!           Packaging and Interfaces                          ...
New Generatives *Kevin KellyThe future is already here!
New Generatives *Kevin KellyThe future is already here!
The future is already here!                                        The problem is not the ‘pay’ -                         ...
The future is already here!                Other ways to get paid...
The future is already here!                                         We are already..                              Paying w...
The future is already here!                              Is there $ in advertising-supported music?
The future is already here!                              Big Data will fund ‘Big Content’
The future is already here!                              Ease of use + Choice + Price +                               Adde...
The future is already here!It’s about Value & Experiences not just Price!
The future is already here!                              Imagine if 3 Billion people switched to legal streaming          ...
The future is already here!                              Urgent: Copy Public Rights that fit our                          ...
The future is already here!                              The ‘free markets’ won’t fix this.                               ...
The future is already here!Hyper-Collaboration
Creators & Artists: we must embrace change and   The future is already here!focus on solutions based on Collective Objecti...
The future is already here!                              Take back the Music!                                             ...
The future is already here!   Thank                              You!                                      D E S I G N :  ...
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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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Transcript of "From Ego to Eco: the future of the music business (Futurist, Author and Keynote Speaker Gerd Leonhard)"

  1. 1. Gerd Leonhard Futurist, Author, Musician & CEO TheFuturesAgency @gleonhard @music2dot0 From Ego to Eco:The Future of Music
  2. 2. The future is already here! Tweet your questions @gleonhard
  3. 3. The future is already here!
  4. 4. The future is already here! The music business is a lot like the energy business :(
  5. 5. The future is already here!...and artists are starting to feel like this
  6. 6. The future is already here! We’ve had EGOsystems ...for way too long
  7. 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. 8. Do the big Oil CompaniesThe future is already here! represent Nature?
  9. 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. 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. 11. The future is already here!
  12. 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. 13. The future is already here! Restricting, protecting, preventing, disabling ... is a suicidal strategy
  14. 14. The future is already here! Control consumption? Make content unavailable? Enforce payment? Restrict sharing? Create artificial scarcity? Sue fans into submission?
  15. 15. The future is already here!
  16. 16. The future is already here!
  17. 17. The future is already here! Music is just about to migrate into a larger turf... Mobile & Social
  18. 18. The future is already here! First: redefine the meaning of Selling - in the future, what will it mean to ‘sell music’?
  19. 19. The future is already here!
  20. 20. The future is already here! Every screen is becoming some kind of ‘connected TV or Radio’
  21. 21. The future is already here! A huge opportunity for bundling music and then offer premiums
  22. 22. The future is already here! By 2017, between 50% to 75% + of all media consumption will be via mobile devices *
  23. 23. The future is already here! SoLoMo-Cloud Welcome to the
  24. 24. The future is already here! The end of Distribution as the key success factor, metric and gate-keeper
  25. 25. The future is already here! Total Unbundling is inevitable
  26. 26. The future is already here! With some exceptions, the business model of merely selling ‘copies’ of music is
  27. 27. Music .Toast Music. Future
  28. 28. The future is already here! From one-to-many to Many to Many
  29. 29. The future is already here! ‘Free’ Access / Listen / Streaming / Downloading of music has become a de-facto standard and Common Right
  30. 30. The future is already here! Guess where we are headed...
  31. 31. The future is already here! Touch. Play. Connect. Share. Access not ownership *
  32. 32. The future is already here! Access *not ownership
  33. 33. The future is already here! Does ‘access not own‘ worry you?
  34. 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. 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. 36. The future is already here! 2017: 5 Billion people, 75% mobile Internet, 50+ major platforms, a €250 Billion ad market
  37. 37. Premium-ServicesThe future is already here! Up-Selling Added Values New Generatives
  38. 38. Build income streams around the Music.The future is already here! Invent added values, pursue collaborative business models
  39. 39. Fluid + Feels-Like-Free + Freemium | Upselling +
  40. 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. 41. New Generatives *Kevin KellyThe future is already here!
  42. 42. New Generatives *Kevin KellyThe future is already here!
  43. 43. The future is already here! The problem is not the ‘pay’ - it’s the wall! ☺ ☹ Source:
  44. 44. The future is already here! Other ways to get paid...
  45. 45. The future is already here! We are already.. Paying with our Data
  46. 46. The future is already here! Is there $ in advertising-supported music?
  47. 47. The future is already here! Big Data will fund ‘Big Content’
  48. 48. The future is already here! Ease of use + Choice + Price + Added Values + Brand = $£€
  49. 49. The future is already here!It’s about Value & Experiences not just Price!
  50. 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. 51. The future is already here! Urgent: Copy Public Rights that fit our Digital Ecosystem
  52. 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. 53. The future is already here!Hyper-Collaboration
  54. 54. Creators & Artists: we must embrace change and The future is already here!focus on solutions based on Collective Objectives
  55. 55. The future is already here! Take back the Music! Business Innovation Culture
  56. 56. The future is already here! Thank You! D E S I G N : C R E A T I V E

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