Futurist Gerd Leonhard on Open is King - The Future of Music, Canadian Music Week 2008
by Futurist Gerd Leonhard, Media Futurist, Author, Keynote Speaker, Strategist, Think-Tank Leader, Advisor at The Futures Agency on Mar 09, 2008
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"Let's face it: controlling the digital distribution of music is over. In addition, the Web is forever changing music production, promotion, marketing and even A&R, as well. Any and all music is now ...
"Let's face it: controlling the digital distribution of music is over. In addition, the Web is forever changing music production, promotion, marketing and even A&R, as well. Any and all music is now available online, permitted or not, streamed or downloaded - if anyone still cares for making that distinction. And as of early 2008, the snake-oiled idea of DRM and digital copy protection is finally, officially, irrevocably, toast, too. The battle for digital control has been lost. For those digital natives, access to music is already replacing ownership. Radio - as we knew it - is now playing second fiddle to Online Social Networks, and the kids are tuning out of MTV & VH1 and into free, web-based, shortform TV like YouTube. Flat rate music proposals are being discussed around the globe, and gathering steam. Now, the key question is this: how can music creators get paid (and indeed, prosper!) in a world of open access, feels-like-free, paying-with-attention, a world where telecom operators, search engines and online giants run the show? How do we make money after we give up control (and it certainly looks there is no other choice)? In his keynote, Gerd will talk about why it is crucial to welcome this change, and let go of the idea of controlling the digital flow of music, and where the new cash will come from - and lots of it, too..."
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