Gerd Leonhard Futurist, Author, Musician       @gleonhard                     & CEO        @music2dot0               TheFu...
The future is already here!                               The music business seems a                              lot like...
The future is already here!                              The Music Industry has been ruled                               b...
The future is already here!                                The current Music Ecology is                                   ...
The future is already here!                              ....whose economic losses...?                                    ...
The future is already here!                              “They who can give up essential liberty to obtain a little       ...
The future is already here!
The future is already here!                                   Piracy...?                       ★ is the result of the 1% t...
The future is already here!
The future is already here!                              Restricting, protecting, preventing,                             ...
The future is already here!
The future is already here!                              But: the music business is entering a whole new era:             ...
The future is already here!          SoLoMo-Cloud                     Welcome to the
The future is already here!                               2017: 5 Billion people, 75% mobile Internet,                    ...
The future is already here!                              We must redefine the meaning of Selling                          ...
The future is already here!                              Every screen is becoming some                              kind o...
The future is already here!                              A huge opportunity for bundling                              musi...
The future is already here!                                By 2017, between 50% to 75% + of all media                     ...
The future is already here!                              Total Unbundling is inevitable
The future is already here!                              With some exceptions, the business model of                      ...
Music .Toast   Music. Future
The future is already here!                              From one-to-many to                              Many to Many
The future is already here!                                  Like it or not: ‘Free’ Access / Listening /                  ...
The future is already here!                              Touch. Play. Connect. Share.                              Access ...
The future is already here!                                The end of Distribution as the key                             ...
The future is already here!              Access *not ownership
The future is already here!                              Imagine if 3 Billion people switched to legal streaming          ...
The future is already here!                              Like it or not: for the consumer, access to content              ...
Premium-ServicesThe future is already here!                              Up-Selling Added Values                          ...
The New Generatives The future is already here!                                                                   *thanks ...
Fluid + Feels-Like-Free + Freemium | Upselling             +
Build income streams around the Music.The future is already here!                              Invent added values, pursue...
The future is already here!Hyper-Collaboration
Creators & Artists: we must embrace change and   The future is already here!focus on solutions based on Collective Objecti...
The future is already here!                                        The problem is not the ‘pay’ -                         ...
The future is already here!                              Is there $ in advertising-supported music?
The future is already here!                              Big Data will help to fund ‘Big Music’
The future is already here!                                         We are already..                              Paying w...
The future is already here!                              Going Direct is becoming...real
The future is already here!                              Ease of use + Choice + Price +                               Adde...
The future is already here!It’s about Value & Experiences not just Price!
We urgently need a Public Rights Logic that     fits our Digital Ecosystem
The future is already here!                              Without a public, open, standardized license                     ...
The future is already here!                              The ‘free markets’ won’t fix this.                               ...
The future is already here!                              Take back the Music Business!                                    ...
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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 this topic, and his free books, here: http://gerd.fm/futuremusic

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

  1. 1. Gerd Leonhard Futurist, Author, Musician @gleonhard & CEO @music2dot0 TheFuturesAgencyCreating a new Ecosystem:The Future of the Music Industry
  2. 2. The future is already here! The music business seems a lot like the energy business :(
  3. 3. The future is already here! The Music Industry has been ruled by EGOsystems for way too long
  4. 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. 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. 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. 7. The future is already here!
  8. 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. 9. The future is already here!
  10. 10. The future is already here! Restricting, protecting, preventing, disabling ... is a suicidal strategy
  11. 11. The future is already here!
  12. 12. The future is already here! But: the music business is entering a whole new era: Mobile | Social | Cloud
  13. 13. The future is already here! SoLoMo-Cloud Welcome to the
  14. 14. The future is already here! 2017: 5 Billion people, 75% mobile Internet, 50+ major platforms, a €250 Billion ad market
  15. 15. The future is already here! We must redefine the meaning of Selling - in the future, what will it mean to ‘sell music’?
  16. 16. The future is already here! Every screen is becoming some kind of ‘connected TV or Radio’
  17. 17. The future is already here! A huge opportunity for bundling music - and then offer premiums
  18. 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. 19. The future is already here! Total Unbundling is inevitable
  20. 20. The future is already here! With some exceptions, the business model of merely selling ‘copies’ of music is
  21. 21. Music .Toast Music. Future
  22. 22. The future is already here! From one-to-many to Many to Many
  23. 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. 24. The future is already here! Touch. Play. Connect. Share. Access not ownership *
  25. 25. The future is already here! The end of Distribution as the key success factor, metric and gate-keeper
  26. 26. The future is already here! Access *not ownership
  27. 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. 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. 29. Premium-ServicesThe future is already here! Up-Selling Added Values New Generatives
  30. 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. 31. Fluid + Feels-Like-Free + Freemium | Upselling +
  32. 32. Build income streams around the Music.The future is already here! Invent added values, pursue collaborative business models
  33. 33. The future is already here!Hyper-Collaboration
  34. 34. Creators & Artists: we must embrace change and The future is already here!focus on solutions based on Collective Objectives
  35. 35. The future is already here! The problem is not the ‘pay’ - it’s the wall! ☺ ! Source:
  36. 36. The future is already here! Is there $ in advertising-supported music?
  37. 37. The future is already here! Big Data will help to fund ‘Big Music’
  38. 38. The future is already here! We are already.. Paying with our Data
  39. 39. The future is already here! Going Direct is becoming...real
  40. 40. The future is already here! Ease of use + Choice + Price + Added Values + Brand = $£€
  41. 41. The future is already here!It’s about Value & Experiences not just Price!
  42. 42. We urgently need a Public Rights Logic that fits our Digital Ecosystem
  43. 43. The future is already here! Without a public, open, standardized license for digital music this is very unlikely to last...
  44. 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. 45. The future is already here! Take back the Music Business! Business Innovation Culture

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