Gerd Leonhard Keynote At Futuresonic 2008 Print

Slide 1: www.mediafuturist.com Gerd Leonhard gerd@mediafuturist.com www.mediafuturist.com Open is King - The Future of Music & Media Presentation at Futuresonic 2008

Slide 2: www.mediafuturist.com 10% are on Broadband We are at less than 2% of the TOTAL POTENTIAL of a Connected Ecosystem

Slide 3: www.mediafuturist.com New ‘Digital Natives’ everywhere but

Slide 4: www.mediafuturist.com But this is not about Technology "The illiterate of the 21st Century will not be those who cannot read and write, but those who cannot learn, unlearn, and relearn." Alvin Tofﬂer

Slide 5: www.mediafuturist.com

Slide 6: www.mediafuturist.com Why is sharing so important? Make Change Write Watch Listen Read

Slide 7: www.mediafuturist.com A crucial emerging practice: The Challenge of Connected Openness Open systems will require a lot more Discipline and Skills, with Individuals and Companies taking on new Responsibilities

Slide 8: www.mediafuturist.com Now, People will subscribe to People. And to Mass Media, as well

Slide 9: www.mediafuturist.com From ‘The Network’ to NETWORKED Example: Music

Slide 10: www.mediafuturist.com Instead of Control, Trust is the key to success in a Networked World

Slide 12: www.mediafuturist.com Transparency creates Trust Trust gives Influence Influence pays (in many ways)

Slide 13: Welcome to the new record labels www.mediafuturist.com Sifting, collating, connecting... curating - the new A&R

Slide 14: M e d i a . . . www.mediafuturist.com Narrowband Broadband Disconnected Connected Linear B Interactive O Monologs T Conversations Copyright H Usage Right Ads = Interruptions will Ads = Content Professional Creators C User / Usator Content Pay with cash O Pay with attention - Push Marketing E Pull Pull Pull Pull Own & restrict... IP! X Share I Privacy easy (isolation) S Privacy #1 Issue T

Slide 15: Goodbye Scarcity www.mediafuturist.com

Slide 16: www.mediafuturist.com Welcome to Ubiquitous Content & Free Copies

Slide 17: Who is King...? www.mediafuturist.com The good old ‘chicken and the egg’ question Content Distribution Attention Search

Slide 18: An answer www.mediafuturist.com Content Attention Distribution Search Everybody gets to be ʻKingʼ at different times

Slide 19: www.mediafuturist.com Proposing a new definition of ‘Content’ ALL Click Streams IS Packages Context & ‘Skins’ Text C Music & Rating O Usage Audio N History Images Video T Tags Attention ... E Kernels Meta Edits & N Data Mixes T

Slide 20: Content 2.0 - a two-way conversation - www.mediafuturist.com is already here

Slide 21: www.mediafuturist.com The Music Industry has had it upside down for a long time The Key to Music’s Future is not Protection - it’s PERMISSION

Slide 22: www.mediafuturist.com The less control over our ‘Content’ we seek the more customers / users / viewers / listeners we will have

Slide 23: Control of Content is flatlining... www.mediafuturist.com

Slide 24: www.mediafuturist.com You can’t really ‘own’ the copy any more but You can own the Context, the Meaning, the Relevance, the Experience, the Embodiment, the Timing...

Slide 25: www.mediafuturist.com Engaged users are worth infinitely more than passive or restricted users Income is generated not (just) with content but around content “Paying with Attention” is VERY real *but just now unfolding

Slide 26: The need for Copyright 2.0 www.mediafuturist.com

Slide 27: www.mediafuturist.com This is not a battle for getting people’s money but a battle for their Attention

Slide 28: www.mediafuturist.com A lot of Content Producers will expand into becoming Context Providers, Curators, Aggregators, Packagers... Curation: Exposing and Seeding, Testing, Rating, Tagging, Contextualizing, Remixing, (Re-)Framing, Packaging...

Slide 29: www.mediafuturist.com Mainstream Media is about Hit Content User-Generated-Content is about Facilitation and User Empowerment .

Slide 30: www.mediafuturist.com In a crowded world... Context Curation Community Conversation Relevance Matters More Than Ever Before

Slide 31: Henry Jenkins, director of the MIT Comparative Media Studies Program: "In a www.mediafuturist.com hunting society, children [People] play with bows and arrows. In an information society, children [People] play with information.” Photo via http://ﬂickr.com/photos/sherlock77/ Gathered by www.mediafuturist.com

Slide 32: www.mediafuturist.com Get your children to play with information and media... and see innovation explode

Slide 33: www.mediafuturist.com Evaporating Distinctions Creator and Non-Creator Professional and Amateur Now, all of us are both - at different times & in different places

Slide 34: www.mediafuturist.com Mass Collaboration creates many new benefits as well as challenges

Slide 35: www.mediafuturist.com The complete rethinking of “Education” is next

Slide 36: www.mediafuturist.com Imagine.. eBooks

Slide 37: The new ‘Sell’ www.mediafuturist.com

Slide 38: www.mediafuturist.com Social Networks: The new Radio +TV Friendster Facebook Myspace Cyworld Mixi QQ... are BROADCASTERS

Slide 39: www.mediafuturist.com So what does all this mean for Artists & Creators?

Slide 41: www.mediafuturist.com The most valuable future-proof asset: Creativity Making sense out of chaos Questioning authority (and qualification) Cutting & pasting to create something new Observing, copying and remixing Collectively build something that is larger than any individual effort could be Teach the Art of Improvising Bring Storytelling back into Media

Slide 42: www.mediafuturist.com How does will Creators be ‘paid’? To a large degree and for most creators, probably not via copy/ unit/product-based ‘sales’ (at least for the next few years) Once content flat rates are in place, clicking IS earning Increasingly higher demand for actual experiences (gigs, stuff...) Reputation that merits attention (which always merits $-spending) Reputation that attracts offers to collaborate in other forms of media that generate actual $$ Artist Brands that merit other brands’ engagement

Slide 43: www.mediafuturist.com Kevin Kelly: “The key is to offer valuable intangibles that cannot be reproduced at zero cost, and will thus be paid for...”

Slide 44: www.mediafuturist.com Things that are declining or outmoding Traditional copyright definitions and the idea of ‘content protection’ Record companies and other simple ‘content schemes’ Nation States U.S. / Anglo-centric Media & Entertainment Being offline Broadcasting (as in ‘good old Radio & TV’) Privacy (if defined as non-findability) Paid-for software (and their monopolies) Disruption-based Advertising Roaming Paper and Paper-based Media

Slide 45: www.mediafuturist.com Some Future Challenges ๏ Collision of old and new copyright paradigms ๏ Total re-write of the concept of ‘Education’ ๏ Constant Privacy Renegotiations ๏ Mental Obesity Challenges ๏ Attention Scarcity ๏ For Brands: Maintaining Trust ๏ Globalization of previously protected spaces and people

Slide 47: www.mediafuturist.com Gerd Leonhard gerd@mediafuturist.com www.mediafuturist.com Thanks for listening

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