Music 2.0 - The Future of Music - Start in Brazil? Feira Musica 2009 Gerd Leonhard

The Future of Music - starting in Brazil? Gerd Leonhard www.mediafuturist.com twitter.com/gleonhard

Real change will probably come from the Independents - and from Outsiders

Source: Slideshare

What do you think will happen here? South America Asia Africa

BRIC Futures

The New Premium The new Normal

Remember: Nothing will beat the ‘People formerly known as Consumers’

The quickest way to irrelevance: build walls

Source: kk.org

Consequences of being connected New Behaviors New Standards New Social Contracts New Ways of Remuneration Ars Electronica 2008

Music is first a Service & an Experience - and only then (maybe) a Product.

But of course you knew this already....

‘Selling Copies’ is a dying Business - but Selling Access is a very powerful new Opportunity

We were able to sell copies ‘on our own’ - but we can’t ‘sell access’ on our own

C R U E S A T E O R R S S

First, we need this: Permission

I think Brazil could lead the world into the Future of Music 1. Make music on the Internet legal and paid-for by creating a public and collective digital music license - just like 100 years ago, with Radio! 2. Make a new Digital Music License available to all ISPs / telecoms / mobile operators and networks 3. Develop a new Ecosystem of Partners that will essentially pay for the music license fees: advertisers, brands, telecoms, device makers... 4. Build additional, web-native, premium revenue streams on-top: high-definition services, fan- clubs, interactivity, virtual clubs and concerts...

Just imagine: If 192 Million people could generate only $ 5 per year / per person, almost $1 Billion would be raised If such a digital music license was publicly available, the $5 per year / per user could be entirely funded by advertisers, brands, telecoms, device makers and others!

2 things are needed New ‘Pools of Money’ (i.e. based on collective, open, public and standardized licenses) Government (& Creators & Industry) New, next-generation revenue streams that ‘up-sell’ on-top Industry & Market Players

The Music is already in the Cloud 300+ ways to share Music!

The $$ are in the cloud, too

Connect the Cloud and the Crowd!

We must focus on the New Generatives Content 5% Context 15% 20% Curation Timeliness 15% 15% Embodiment Relevance 10% 20% Others

Imagine.... this.... with Music

More new ways to get $$ for music

Free gets you to a place where you can ask to get paid. Hat tip to: Fred Wilson, Union Square Ventures www.avc.com

I pay You pay They pay Hat tip to Shelly Palmer

I pay - You pay - They pay

Hybrid Models in many variations

Making $ from Attention: Conversion is the Key! Attention - Based Revenues Was Is Soon Near Future Mid-term F

3 key things about Attention Getting it Keeping it Converting it

New ways to ‘sell’

Funnel-Making

The Toll-Booth Challenge: how to monetize access rather than copies Source: istockphoto

Ecosystem not Egosystem Internet Telecom Content Social Networks Advertising CE Makers

Music 2.0 is: Networked and Decentralized SMEs run by Managers, Agents and Service Providers Selling dozens of things (not just copies) No longer just music!

o t n m m e e t t s s y y s s O O C G E E

Every large audience can be monetized

So why is there still so little revenue from Youtube, Myspace, Facebook...? • Advertisers are always 2-3 years behind • Lack of permission for premium and legal content slows adoption • Lack of public license has deterred new investors, and killed many startus • Mobile broadband and smart mobile devices are just now starting to take off

A TeleMedia Ecosystem Public, open and standardized Content Licenses

A Public License + Build-in Revenues + Proportional Distribution

In Music, first, we urgently need either a voluntary, collective license proposal by the rights- holders, and / or legislation that legalizes and monetizes the usage on the Internet.

Content 2.0: the inevitable Shift to Open Open licenses Open innovation Open distribution Open competition Open partnerships Open technologies Open data standards

Summary 5% 15% 20% 15% 15% 10% 20% Content Context Curation Timeliness Embodiment / Packaging Relevance Others

Thanks for your time! email me at gerd@mediafuturist.com twitter.com/gleonhard facebook: gleonhard more presentations at www.mediafuturist.com

Step 1: Permission Step 2: Collaboration Step 3: Co-Creation of new Business Models

http://www.mediafuturist.com	159
http://musicaliquida.blogspot.com	45
http://donnetamusique.com	42
http://www.bcommeboxsons.com	30
http://gerdleonhard.typepad.com	11
http://www.slideshare.net	11
http://www.musicaliquida.blogspot.com	3
http://cgredes.blogspot.com	2
https://wiki.courtnexus.com	1
http://feeds.feedburner.com	1
http://feeds2.feedburner.com	1
http://musicaliquida.blogspot.com.br	1

Music 2.0 - The Future of Music - Start in Brazil? Feira Musica 2009 Gerd Leonhard

by Gerd Leonhard on Dec 11, 2009

Accessibility

Categories

Tags

Upload Details

Usage Rights

12 Embeds 307

Statistics

Music 2.0 - The Future of Music - Start in Brazil? Feira Musica 2009 Gerd Leonhard — Presentation Transcript