Music 3.0 Leveraging the Web 3.0 Potential | Dmitry Paranyushkin (PLAYBerlin)

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During this workshop we will demonstrate several practical strategies that
musicians and artists can use to connect to their audiences and promote
their music.
We will show how popular social networks, such as Facebook, MySpace,
SonicBids, ReverbNation, and Twitter can be used in conjunction with less
known internet tools and technologies to build a fan base and create the
new channels for promoting and distributing music.

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Music 3.0 Leveraging the Web 3.0 Potential | Dmitry Paranyushkin (PLAYBerlin)

  1. 1. Music 3.0 Leveraging the Web 3.0 Potential Dmitry Paranyushkin / PLAYBerlin
  2. 2. Music 2.0 • New technologies, software, hardware • Direct interaction: artists – audience • P2P networks – free distribution • Labels became obsolete
  3. 3. How Music Works Artists Audience Feedback Loop
  4. 4. Artists Audience Labels $$$ Music as Commodity
  5. 5. Web 2.0 Chaos Artists Audience Labels ? P2P & BitTorrents MySpace Facebook Last.Fm RapidShare Blogs .com .com .com .com .com .com .com .com .com .com.com.com .com .com .com .com .com .com .com .com .com .com .com .com .com .com .com.com
  6. 6. ~ Web 3.0 Infrastructure Artists Audience Collaboration & Participation Music Binds Communities Music Fuses with Technology Personal Recommendations Cloud
  7. 7. Paradigm Shift Music as a Commodity Music as an Experience
  8. 8. Music = Event • In 2008 CD sales down 30%* • Music licensing revenue up 87%* • Artists make money from events & touring • Audience wants to feel part of the process • Huge online communities built on music * Data from Recording Industry Association of America 2008 report
  9. 9. What is Needed? • Investments • Facilities • Distribution • Promotion • Press • Events management • Rights management • Curatorial function • Music binds communities • Providing experiences through music
  10. 10. Einstuerzende Neubauten • “Supporter” project • Fans could form an online community • Fans financed creation of 3 albums • Fans participated in the process • Fans had exclusive access to the band • Fans got exclusive tracks and CD sets
  11. 11. Results? • Who performs curatorial role? • Neubauten had to hire press agents • They also had to find studios, facilities, etc. • Promotion • Event organization • Not everyone can set up a website
  12. 12. Web 3.0 and Music • Build and maintain community • Create distribution channels • Press and promotion • Organize events • Use recommendation services • Find ways to monetize
  13. 13. Building Community • MySpace • Ning • Facebook • Last.Fm • Twitter • ThisIsLike • QIK
  14. 14. Distribution Channels • Last.Fm • iMeem • SoundCloud • P2P (BitTorrent, Soulseek) • iTunes • ReverbNation
  15. 15. Press & Promotion • SonicBids • Facebook • FanBridge • Vimeo • MySpace (using other bands’ contacts) • Last.fm sponsored plays • Google AdWords • ThisIsLike
  16. 16. Organize Events • MySpace (through “friends”) • SonicBids • ReverbNation
  17. 17. Curatorial Function • Last.Fm recommendation system • iTunes Genius • ThisIsLike • Music blogs
  18. 18. Monetize • Accept donations (PayPal) • SellaBand • iTunes • iPhone Apps • Live events • Collaborations
  19. 19. More Ideas? Go to www.thisislike.com/music-30/about Dmitry Paranyushkin / PLAYBerlin dmitry@playberlin.com +49 15 777 8650 77

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