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

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 platformsMore users & more interest everywhere More listeners in developing countries More streaming & public performance

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 from sevensheaven.nl

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 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.

Your income is directlyrelated to the quality of your network.

Special Other Fan editions and Live media products collectors’ events, products & services items, incl. HD & webcasts, (games, physicalpremium VoD apps...) productsformats

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

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

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

by Gerd Leonhard on Mar 02, 2011

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