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Music – Free Like Water?
An exploration of online music for
independent music entrepreneurs

     MediaCamp Nottingham
   ...
What?
An Academic Study for MA Media Enterprise answering
two key questions:

1) What are the opportunities and challenges...
Music Industry 2000
Music Industry 2009
Interviews
Interviews
The changing role and values of the
         music industry
The changing role and values of the
         music industry
Early DIY Production
Online Music
Dominance of the MP3
Whatever happened to music shops?
Online Commerce for Real world
           Places
Live Music and Merchandising

Provocation 5:         Results:               Summary:
“The future of the     Totally agree ...
House Concerts
Teenage Music Fan
The effects of peer-to-peer digital
           distribution
Provocation 2:                  Results:
“Music has become    ...
The changing values of copyright

      Kutiman – Thru You
The changing values of copyright
Provocation 4:       Results:               Summary:
“Copyright is        Totally agree 3...
Opportunities in digital marketing
       and social media




        Book Launch 2.0
Music Fans

                  SAVANTS

   ENTHUSIASTS


                            CASUALS




LURKERS
Opportunities in digital marketing
        and social media

Provocation 7:            Results:                     Summar...
New business and value models
Music, Free Like Water?
Music, Free Like Water?

Provocation 9:           Results:                     Summary:
“Music should be         Totally a...
The Long Tail
1,000 True Fans
Gatekeepers
Provocation 1:            Results:               Summary:
“The major label music    Totally agree 10%      Agr...
Devaluation of Music?
Alternative Funding Models

Micro-patronage (tip-jar)

Fan investment


Pre-Financing
Alternative Funding Models
Business Skills
Provocation 9:            Results:         Summary:
“It’s up to me to build   Totally agree 35% Agree 66%
...
Music Industry of the Future
How does this effect other media
   (film, television, games)?
Thanks

            Susi O’Neill:
Web: www.digitalconsultant.co.uk
Email: susi@digitalconsultant.co.uk
         Twitter: s...
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Mediacamp Nottingham Presentation 9 May2009

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Visual presentation to support my presentation on Online Music for Independent Entrepreneurs as part of MediaCamp Nottingham, 9th May 2009.

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Transcript of "Mediacamp Nottingham Presentation 9 May2009"

  1. 1. Music – Free Like Water? An exploration of online music for independent music entrepreneurs MediaCamp Nottingham 9th May 2009 Susi O’Neill
  2. 2. What? An Academic Study for MA Media Enterprise answering two key questions: 1) What are the opportunities and challenges facing independent music practitioners, particularly ‘micro’ enterprises operating outside of the traditional music industry, in embracing digital distribution and communications? 2) What skills, business models, and strategies are needed to succeed in the digital economy?
  3. 3. Music Industry 2000
  4. 4. Music Industry 2009
  5. 5. Interviews
  6. 6. Interviews
  7. 7. The changing role and values of the music industry
  8. 8. The changing role and values of the music industry
  9. 9. Early DIY Production
  10. 10. Online Music
  11. 11. Dominance of the MP3
  12. 12. Whatever happened to music shops?
  13. 13. Online Commerce for Real world Places
  14. 14. Live Music and Merchandising Provocation 5: Results: Summary: “The future of the Totally agree 11% Agree: 63%, music economy is in Partly agree 52% Disagree: 21% live music, t-shirts Neither agree nor Other 16% and merchandise disagree 11% and that’s good for Partly disagree 13% me.” Totally disagree 8% I don’t know/care 5%
  15. 15. House Concerts
  16. 16. Teenage Music Fan
  17. 17. The effects of peer-to-peer digital distribution Provocation 2: Results: “Music has become Totally agree 11% devalued by bit-torrenting Partly agree 19% (home taping is still killing Neither agree nor disagree music).” 19% Partly disagree 19% Totally disagree 24% I don’t know/care 8%
  18. 18. The changing values of copyright Kutiman – Thru You
  19. 19. The changing values of copyright Provocation 4: Results: Summary: “Copyright is Totally agree 3% Agree: 22% redundant. PRS is Partly agree 19% Disagree: 43% the past, Creative Neither agree nor Other: 35% Commons is the disagree 21% future.” Partly disagree 17% Totally disagree 25% I don’t know/care 14%
  20. 20. Opportunities in digital marketing and social media Book Launch 2.0
  21. 21. Music Fans SAVANTS ENTHUSIASTS CASUALS LURKERS
  22. 22. Opportunities in digital marketing and social media Provocation 7: Results: Summary: “With all these Totally agree 14% Agree: 49% digital platforms, it’s Partly agree 35% Disagree, 32% just too hard to Neither agree nor disagree Other 19% reach enough fans 10% to make it Partly disagree 19% worthwhile. I want Totally disagree 13% to play and write I don’t know/care 10% music, not spend all my time online.”
  23. 23. New business and value models
  24. 24. Music, Free Like Water?
  25. 25. Music, Free Like Water? Provocation 9: Results: Summary: “Music should be Totally agree 6% Agree 19% free like water. We Partly agree 13% Disagree 47% should pay for it as a Neither agree nor disagree Other 34% service like TV or 31% telecoms and listen Partly disagree 21% to as much as we Totally disagree 26% like. The writers and I don’t know/care 3% musicians will all get paid and we won’t need music stores.”
  26. 26. The Long Tail
  27. 27. 1,000 True Fans
  28. 28. Gatekeepers Provocation 1: Results: Summary: “The major label music Totally agree 10% Agree 50% industry is just being Partly agree 40% Disagree 37% replaced by another set Neither agree nor Other 13% of digital media disagree 11% gatekeepers owned by Partly disagree 29% corporates like Last.fm Totally disagree 8% and MySpace and I don’t know/care 3% independents can’t easily get past the gate.”
  29. 29. Devaluation of Music?
  30. 30. Alternative Funding Models Micro-patronage (tip-jar) Fan investment Pre-Financing
  31. 31. Alternative Funding Models
  32. 32. Business Skills Provocation 9: Results: Summary: “It’s up to me to build Totally agree 35% Agree 66% up a relationship with Partly agree 31% Disagree 22% my fans – blogs, web Neither agree nor Other 12% videos and sites like disagree 8% MySpace are great for Partly disagree that. Why should 11% someone buy music Totally disagree from me unless I’ve 11% made the effort to get I don’t know/care them to value me?” 3%
  33. 33. Music Industry of the Future
  34. 34. How does this effect other media (film, television, games)?
  35. 35. Thanks Susi O’Neill: Web: www.digitalconsultant.co.uk Email: susi@digitalconsultant.co.uk Twitter: susioneill
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