Music 2.0 - The Webinar (July 31 2009)

Music 2.0 Webinar Presentation by Gerd Leonhard www.mediafuturist.com twitter.com/gleonhard www.gerdtube.com Thursday, July 30, 2009 1

What I do: ‣ Futurist Clients such as Google, Nokia, DDB, Sony BMG, Orange / France ‣ Strategist Telecom, BBC, ITV, RTL, The ‣ Author & Blogger European Commission, TribalDDB, Omnicom, Siemens, Kuoni, Jamendo, COTT... www.mediafuturist.com twitter.com/gleonhard Thursday, July 30, 2009 2

www.mediafuturist.com www.music20book.com www.endofcontrol.com Thursday, July 30, 2009 3

Nope... Thursday, July 30, 2009 4

YOUR Cookbook Thursday, July 30, 2009 5

Thursday, July 30, 2009 6

Total fragmentation is certain - very few models will work for everyone! Thursday, July 30, 2009 7

The Printing Press brought us Copyright The Internet brings Usage- us Rights Thursday, July 30, 2009 9

New Gen eratives A crucial shift in the content industries: • Content ‘Pre-Web’: Presenting - and selling - professionally produced Content • Content ‘Web-Native’: Presenting - and selling - Context, People, Relevance, Packaging, Timeliness - and all types of Content! Thursday, July 30, 2009 10

Music (Content) is first a Service and an Experience, and only then (maybe) a Product. Thursday, July 30, 2009 11

A new social contract.... Thursday, July 30, 2009 12

Let’s face it: We’ve had a great ride with physical media and Productized Content - but these days are the past. Thursday, July 30, 2009 13

The challenge: Creating New Models! Content Consumption (all) Revenue Potential Success with Traditional Content Models Was Is 2 years 5 years Thursday, July 30, 2009 14

We need to FORGET the value of distribution in the traditional music business model. There is only one question: what is your content worth, when, how, where...? Thursday, July 30, 2009 15

Next Generation ‘Advertising’ New New Data Content Economy Economy Thursday, July 30, 2009 16

Welcome to Thursday, July 30, 2009 18

Our new reality: Use = Copy Thursday, July 30, 2009 19

Soon: = Thursday, July 30, 2009 20

= Thursday, July 30, 2009 21

Social Networks are the next Broadcasters Thursday, July 30, 2009 22

We are living in an age of Attention Challenge - Distribution is now just a default Image via http://flickr.com/photos/parsectraveller/ Thursday, July 30, 2009 23

Decentralization. Pull. Merit. Trust. Thursday, July 30, 2009 24

In: Brand Magnetism Thursday, July 30, 2009 25

What is the value of Content? Thursday, July 30, 2009 26

Asia is teaching us something Thursday, July 30, 2009 27

Google & Free Music in China • Free / Feels Like Free Music for China! • Unlimited, unprotected downloads • Paid with Attention, $-ized via Ads • In China, little ‘cannibalization’ concerns • Google is willing to ‘lubricate’ • Industry willing because: China is ‘lost’ for traditional Copyright Thursday, July 30, 2009 29

Google Examples Gives us great stuff for free - and gets us hooked Never messes with our trust - or apologizes Keeps inventing great stuff that makes life easier for us Puts US in the center of their strategies Asks us to share data in return WE are in charge of Google’s destiny Thursday, July 30, 2009 31

A Culture of APIs: Build yours on mine Thursday, July 30, 2009 32

Marketing as we know is dead Thursday, July 30, 2009 33

Well... Thursday, July 30, 2009 34

But thankfully Thursday, July 30, 2009 35

Key trends Thursday, July 30, 2009 36

The Browser is the new iPod Forrester Research: "Increased adoption of mobile data packages and of connected, dedicated portable media players like the iPod Touch are giving consumers on-the- go access to previously PC-tethered streaming experiences... Ownership becomes less important if the songs you want are available on demand and on the go." Thursday, July 30, 2009 37

Creating added value around your core business Monetizing around your core business Thursday, July 30, 2009 38

What IS the value of Content? • Quickly changing ways of consumption • Steep premiums for anything physical! • Good electronic UI / UX finally becomes feasible Thursday, July 30, 2009 39

Nobody wants to pay anymore? Thursday, July 30, 2009 40

•Free = nobody pays actual $ anywhere •Feels Like Free = the payment is bundled, or hidden, or absorbed somewhere else, or build-in; but: no individual payment decision is required everytime •Freemium = all users get a strong value free of charge, but a certain percentage select to buy a premium offer beyond the free level •3rd party pays: someone else pays for my usage because they want access to me (and my data) Thursday, July 30, 2009 42

Wisdom of crowds told me: Thursday, July 30, 2009 43

How to get those $$ Thursday, July 30, 2009 44

Freemium: a definitive model for mobile content Thursday, July 30, 2009 46

Freemium and New Generatives: Pandora Convenience Premium Experience Personalization ‘Paying for Privacy’ Packaging Convenience Thursday, July 30, 2009 47

Monetizing Thursday, July 30, 2009 48

Quality of Access and Experience, Filtering, Context, Community, Packaging, Relevance, Timeliness, Authenticity.... The New Generatives *read kk.org Thursday, July 30, 2009 49

The challenge: toll-booth moving Thursday, July 30, 2009 50

New Generatives: Packaging Thursday, July 30, 2009 51

New Generatives: Timeliness Thursday, July 30, 2009 52

New Generatives: Direct Relationships Thursday, July 30, 2009 53

New Generatives: Authenticity Thursday, July 30, 2009 54

New Generatives: Added values Thursday, July 30, 2009 55

New Generatives: Convenience Thursday, July 30, 2009 56

New Generatives: Filtering & Curation Thursday, July 30, 2009 57

‘New Money’ Examples Thursday, July 30, 2009 58

The B(r)and that Pulls Thursday, July 30, 2009 59

Generating Attention •People want to get to know you •People must hear about you in many different places (not just your own) •People must hear about you repeatedly •Fish where the fish are Thursday, July 30, 2009 60

The Future of Content: Copy $ down, Attention $$ up Copy Based Revenues Attention Based Revenues 10.0 7.5 5.0 2.5 0 Was Is Soon Near Future Mid-term Future Thursday, July 30, 2009 61

Music Marketing Futures Thursday, July 30, 2009 62

Kevin Kelly @ kk.org: When an offering becomes commoditized the solution is to offer valuable intangibles: 1. Immediacy - priority access, immediate delivery 2. Personalization - tailored just for you... ʻMeCastʼ 3. Interpretation & Filtering - support and guidance 4. Authenticity - making sure itʼs the real thing 5. Accessibility - wherever, whenever, however 6. Embodiment, Experience & Packaging 7. Community (i.e. the Tribes) 8. Findability & Curation Thursday, July 30, 2009 63

Thanks for listening! Please talk back ★ email me at gerd@mediafuturist.com ★ twitter.com/gleonhard ★ facebook: gleonhard ★ more presentations at www.mediafuturist.com Thursday, July 30, 2009 65

Music 2.0 - The Webinar (July 31 2009)

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