The future of the music business: creating a new ecosystem (Futurist & Keynote Speaker Gerd Leonhard)

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Futurist, Author and Keynote Speaker Gerd Leonhard summarizes the key trends for the future of the music industry - 15 years of presentations on this topic all-in-one :) See all of Gerd's stuff on …

Futurist, Author and Keynote Speaker Gerd Leonhard summarizes the key trends for the future of the music industry - 15 years of presentations on this topic all-in-one :) See all of Gerd's stuff on this topic, and his free books, here: http://gerd.fm/futuremusic

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  • 1. Gerd Leonhard Futurist, Author, Musician @gleonhard & CEO @music2dot0 TheFuturesAgencyCreating a new Ecosystem:The Future of the Music Industry
  • 2. The future is already here! The music business seems a lot like the energy business :(
  • 3. The future is already here! The Music Industry has been ruled by EGOsystems for way too long
  • 4. The future is already here! The current Music Ecology is unsustainable: Rampant inequality Total lack of transparency Cartels & monopolies still prevail Laws & policies paid for by lobbyists Increasing enclosure of The Commons Criminalization of Consumers
  • 5. The future is already here! ....whose economic losses...? Piracy is now defined as any act of non- compliance with rules policies, pricing, restrictions and TPMs / DRMs...?
  • 6. The future is already here! “They who can give up essential liberty to obtain a little temporary safety, deserve neither liberty nor safety” *Benjamin Franklin
  • 7. The future is already here!
  • 8. The future is already here! Piracy...? ★ is the result of the 1% trying to enforce outdated business models on the 99% ★ is a temporary consequence of radical consumer empowerment driven by ever- faster data networks and cheaper but even smarter devices ★ the consequence of total market failure as a result of pervasive ignorance and blind control obsession by the incumbent players CEO of MacMillan UK, April 2011, via PaidContent.org
  • 9. The future is already here!
  • 10. The future is already here! Restricting, protecting, preventing, disabling ... is a suicidal strategy
  • 11. The future is already here!
  • 12. The future is already here! But: the music business is entering a whole new era: Mobile | Social | Cloud
  • 13. The future is already here! SoLoMo-Cloud Welcome to the
  • 14. The future is already here! 2017: 5 Billion people, 75% mobile Internet, 50+ major platforms, a €250 Billion ad market
  • 15. The future is already here! We must redefine the meaning of Selling - in the future, what will it mean to ‘sell music’?
  • 16. The future is already here! Every screen is becoming some kind of ‘connected TV or Radio’
  • 17. The future is already here! A huge opportunity for bundling music - and then offer premiums
  • 18. The future is already here! By 2017, between 50% to 75% + of all media consumption will be via mobile devices (Gerd’s prediction)
  • 19. The future is already here! Total Unbundling is inevitable
  • 20. The future is already here! With some exceptions, the business model of merely selling ‘copies’ of music is
  • 21. Music .Toast Music. Future
  • 22. The future is already here! From one-to-many to Many to Many
  • 23. The future is already here! Like it or not: ‘Free’ Access / Listening / Streaming / Downloading of music has become a de-facto standard and a universal practice
  • 24. The future is already here! Touch. Play. Connect. Share. Access not ownership *
  • 25. The future is already here! The end of Distribution as the key success factor, metric and gate-keeper
  • 26. The future is already here! Access *not ownership
  • 27. The future is already here! Imagine if 3 Billion people switched to legal streaming *clearly, this will never happen without a collective, standardized, public, EU-wide license
  • 28. The future is already here! Like it or not: for the consumer, access to content will be much cheaper than copies i.e. ownership Source: Huffington Post
  • 29. Premium-ServicesThe future is already here! Up-Selling Added Values New Generatives
  • 30. The New Generatives The future is already here! *thanks to Kevin Kelly Packaging and Interfaces Curation, Filtering and Selection * Thanks to Kevin Kelly kk.org Social Context & Relevance Intelligent Aggregation Assisted Serendipity Timeliness and Personal Relevance Quality and Trust Guarantee Customization and Personalization Localization / Contextualization Cloud-to-Device Management Advertising as Content (Branded Content) Gamification ... and many more
  • 31. Fluid + Feels-Like-Free + Freemium | Upselling +
  • 32. Build income streams around the Music.The future is already here! Invent added values, pursue collaborative business models
  • 33. The future is already here!Hyper-Collaboration
  • 34. Creators & Artists: we must embrace change and The future is already here!focus on solutions based on Collective Objectives
  • 35. The future is already here! The problem is not the ‘pay’ - it’s the wall! ☺ ! Source:
  • 36. The future is already here! Is there $ in advertising-supported music?
  • 37. The future is already here! Big Data will help to fund ‘Big Music’
  • 38. The future is already here! We are already.. Paying with our Data
  • 39. The future is already here! Going Direct is becoming...real
  • 40. The future is already here! Ease of use + Choice + Price + Added Values + Brand = $£€
  • 41. The future is already here!It’s about Value & Experiences not just Price!
  • 42. We urgently need a Public Rights Logic that fits our Digital Ecosystem
  • 43. The future is already here! Without a public, open, standardized license for digital music this is very unlikely to last...
  • 44. The future is already here! The ‘free markets’ won’t fix this. We need must-license provisions, public oversight, regulation for a common goal
  • 45. The future is already here! Take back the Music Business! Business Innovation Culture