1.
The Road to
Music 2.0
Presentation by Gerd Leonhard
www.mediafuturist.com
twitter.com/gleonhard
www.gerdtube.com

2.
Total fragmentation is certain - very
few models will work for everyone!

3.
A new social contract....

4.
Let’s face it:
We’ve had a great ride with physical media and
Productized Content - but these days are the past.

5.
The challenge: Creating New Models!
Content Consumption (all)
Revenue Potential
Success with Traditional Content Models
Was Is 2 years 5 years

6.
A jointly defined, new model
Governments
Advertisers
Telecoms
Search & Brands
Engines &
WebCo’s
Device
Makers & CE
Content Owners Co’s
Social
Networks

7.
Next
Generation
‘Advertising’
New
Content
New Data
Economy
Economy

8.
Our new reality: Use = Copy

9.
=
=

10.
We are living in an age of
Attention Challenge -
Distribution is now just a default
Image via http://flickr.com/photos/parsectraveller/

11.
In: Brand
Magnetism

12.
Decentralization. Pull. Merit. Trust.

13.
Asia is teaching us something

14.
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

15.
A Trillion $ USD Marketing &
Advertising Spend will support
a lot of ‘free’ content

16.
A global shift - everywhere
Egosystem: My stuff. My ideas. My
partners. My distribution. My
customers. My money.
ECOsystem: Our stuff. Our creations.
Our distribution. Our users. Our
revenues. Our sharing.
Our growth.

17.
One of the very few places where this still works

18.
A Culture of APIs: Build yours on mine

19.
Marketing as we know is dead
Instead:

20.
The Browser is the new iPod
Forrester Research: quot;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.quot;

21.
What IS the value of Content?
• Quickly changing ways of consumption
• Steep premiums for anything physical!
• Good electronic UI / UX finally
becomes feasible

22.
•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)

23.
Monetizing

24.
Quality of Access and Experience, Filtering,
Context, Community, Packaging,
Relevance, Timeliness, Authenticity....
The New Generatives *read kk.org

25.
New
Generatives:
Packaging

26.
New Generatives:
Timeliness

27.
New Generatives:
Direct Relationships

28.
New Generatives:
Added values

29.
New Generatives:
Convenience

30.
New Generatives:
Filtering & Curation

31.
‘New Money’ Examples

32.
Thanks for listening!
! email me at gerd@mediafuturist.com
! twitter.com/gleonhard
! facebook: gleonhard
! more presentations at
www.mediafuturist.com