Monetizing Music in a       Connected WorldGerd Leonhard, Media Futurist, CEO The Futures Agency   @gleonhard
Money is a result not a starting point.
Meritis where it all starts.
Merit & UniquenessBuilding your Audience Getting Recognition    ***Conversion***     Generating Income
Building your Audience Getting Recognition
ConversionGenerating Income
Music 1.0: empires                     Source: http://pages.uoregon.edu/klio/re/11-govt.html
Music 2.0: Networked, Social,Mobile, De-central, Global, Direct
An irreversible trend in a digital world (*via Kevin Kelly)
Your orthodoxies define your realities
??? “Online, nobody wants to pay for anything” ???
More shows & concerts    More movies, videos & TV shows           More branded content   More commercials on more platform...
Attention is Moneyand leverage is a result of audience loyalty and engagement
In order to monetize, you need to have         Leverage
Find and engage your tribe
Some interesting tribes
http://www.futureof.biz
Empower your fans to spread the wordPic by Karola Riegler                                                  Image licensed ...
150 tribe members + 1000 real fans +   ++   +
Generosity comesbefore remuneration
Don’t sell yourself as cold, dead fish.
Convert        Getattention   attention                 Keep               attention
User, fans &the ‘people formerly known as consumers’                   Today       Artists and Creators
People always pay for the
Yes, you are a B(r)and
Sell the brand,not (just)  the music
Unique. Real. Not-copyable. Must-see-hear.
It’s not the volume that counts, but relevance.    It’s not the fire-hose but those tasty sips.       It’s not about free ...
Your income is directlyrelated to the quality of     your network.
Special                                       Other        Fan                      editions and            Live          ...
Copy.........Right...?Image: Kevin Kelly kk.org                            Image: Flickr.com/sameli
A new reality we must - and can - live with
People of the Book & Paper -People of the Screen                       Source: Kevin Kelly
Are you on all those screens?
Are you ‘on’ here?
ConversionGenerating Income
Up-Selling.
The new Broadcasters
The new ‘Airplay’
The   newGeneratives
F-Commerce
F-Commerce
Again, it’s all about   Leverage
Cash is just one way of getting paid
New ways to raise money for productions
Go for the niches.
A real but solvable challenge
Some ambidexterity is required
Summary
You are a Brand
T r u s t
Up-Selling.
Artists,human creativity, ingenuity and real experiences  are (and will be) more important than ever
www.mediafuturist.com @gleonhard
Monetizing Music in a connected society (Berklee alumni event in Nashville)
Monetizing Music in a connected society (Berklee alumni event in Nashville)
Monetizing Music in a connected society (Berklee alumni event in Nashville)
Monetizing Music in a connected society (Berklee alumni event in Nashville)
Monetizing Music in a connected society (Berklee alumni event in Nashville)
Monetizing Music in a connected society (Berklee alumni event in Nashville)
Monetizing Music in a connected society (Berklee alumni event in Nashville)
Monetizing Music in a connected society (Berklee alumni event in Nashville)
Monetizing Music in a connected society (Berklee alumni event in Nashville)
Monetizing Music in a connected society (Berklee alumni event in Nashville)
Monetizing Music in a connected society (Berklee alumni event in Nashville)
Monetizing Music in a connected society (Berklee alumni event in Nashville)
Monetizing Music in a connected society (Berklee alumni event in Nashville)
Monetizing Music in a connected society (Berklee alumni event in Nashville)
Monetizing Music in a connected society (Berklee alumni event in Nashville)
Monetizing Music in a connected society (Berklee alumni event in Nashville)
Monetizing Music in a connected society (Berklee alumni event in Nashville)
Monetizing Music in a connected society (Berklee alumni event in Nashville)
Monetizing Music in a connected society (Berklee alumni event in Nashville)
Monetizing Music in a connected society (Berklee alumni event in Nashville)
Monetizing Music in a connected society (Berklee alumni event in Nashville)
Monetizing Music in a connected society (Berklee alumni event in Nashville)
Monetizing Music in a connected society (Berklee alumni event in Nashville)
Monetizing Music in a connected society (Berklee alumni event in Nashville)
Monetizing Music in a connected society (Berklee alumni event in Nashville)
Monetizing Music in a connected society (Berklee alumni event in Nashville)
Monetizing Music in a connected society (Berklee alumni event in Nashville)
Monetizing Music in a connected society (Berklee alumni event in Nashville)
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Monetizing Music in a connected society (Berklee alumni event in Nashville)

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The complete 90-page PDF of my presentatio on how to monetize music online (ie. make money with it:)... covering a slew of related topics such as marketing, promotion, social media, facebook commerce, branding, copyright, licensing etc... video to follow soon. enjoy

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Monetizing Music in a connected society (Berklee alumni event in Nashville)

  1. 1. Monetizing Music in a Connected WorldGerd Leonhard, Media Futurist, CEO The Futures Agency @gleonhard
  2. 2. Money is a result not a starting point.
  3. 3. Meritis where it all starts.
  4. 4. Merit & UniquenessBuilding your Audience Getting Recognition ***Conversion*** Generating Income
  5. 5. Building your Audience Getting Recognition
  6. 6. ConversionGenerating Income
  7. 7. Music 1.0: empires Source: http://pages.uoregon.edu/klio/re/11-govt.html
  8. 8. Music 2.0: Networked, Social,Mobile, De-central, Global, Direct
  9. 9. An irreversible trend in a digital world (*via Kevin Kelly)
  10. 10. Your orthodoxies define your realities
  11. 11. ??? “Online, nobody wants to pay for anything” ???
  12. 12. More shows & concerts More movies, videos & TV shows More branded content More commercials on more platformsMore users & more interest everywhere More listeners in developing countries More streaming & public performance
  13. 13. Attention is Moneyand leverage is a result of audience loyalty and engagement
  14. 14. In order to monetize, you need to have Leverage
  15. 15. Find and engage your tribe
  16. 16. Some interesting tribes
  17. 17. http://www.futureof.biz
  18. 18. Empower your fans to spread the wordPic by Karola Riegler Image licensed from sevensheaven.nl
  19. 19. 150 tribe members + 1000 real fans + ++ +
  20. 20. Generosity comesbefore remuneration
  21. 21. Don’t sell yourself as cold, dead fish.
  22. 22. Convert Getattention attention Keep attention
  23. 23. User, fans &the ‘people formerly known as consumers’ Today Artists and Creators
  24. 24. People always pay for the
  25. 25. Yes, you are a B(r)and
  26. 26. Sell the brand,not (just) the music
  27. 27. Unique. Real. Not-copyable. Must-see-hear.
  28. 28. It’s not the volume that counts, but relevance. It’s not the fire-hose but those tasty sips. It’s not about free it’s about value. It’s not about control it’s about trust.It’s not about a prospering industry but about thecreators and the ‘consumers’ aka users aka fans.
  29. 29. Your income is directlyrelated to the quality of your network.
  30. 30. Special Other Fan editions and Live media products collectors’ events, products & services items, incl. HD & webcasts, (games, physicalpremium VoD apps...) productsformats
  31. 31. Copy.........Right...?Image: Kevin Kelly kk.org Image: Flickr.com/sameli
  32. 32. A new reality we must - and can - live with
  33. 33. People of the Book & Paper -People of the Screen Source: Kevin Kelly
  34. 34. Are you on all those screens?
  35. 35. Are you ‘on’ here?
  36. 36. ConversionGenerating Income
  37. 37. Up-Selling.
  38. 38. The new Broadcasters
  39. 39. The new ‘Airplay’
  40. 40. The newGeneratives
  41. 41. F-Commerce
  42. 42. F-Commerce
  43. 43. Again, it’s all about Leverage
  44. 44. Cash is just one way of getting paid
  45. 45. New ways to raise money for productions
  46. 46. Go for the niches.
  47. 47. A real but solvable challenge
  48. 48. Some ambidexterity is required
  49. 49. Summary
  50. 50. You are a Brand
  51. 51. T r u s t
  52. 52. Up-Selling.
  53. 53. Artists,human creativity, ingenuity and real experiences are (and will be) more important than ever
  54. 54. www.mediafuturist.com @gleonhard

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