The Renaissance of Music


              citizensound
the sound of brands, the brand of sound
The music cloud


360         holistic         brand&bands             fans
Live        merchandise      online           ...
Start here   33,000 BC
And further…125 AD
Getting closer
Nothing is more important than…
the relationship between…
the
music
maker
&
the
music
lover
Primarily filtered through here…




                Via
              Label &
             promoters




  20th century  ...
Now here…



                        Label




               Via
             Label &
            promoters




 20th cen...
here



                        Label



                                  media
               Via
             Label &
 ...
here



                            Label



                                        media
               Via      Patron
...
here



                            Label



                                        media
               Via      Patron
...
And here



                            Label



                                        media
               Via      Pat...
Labels are relatively new




  Pre-history               0   20th 21st
Patrons have always played their role…




 Greek, Aztec & Nubian
through to the de Medici
   family and beyond




   Pre...
Music makers & music lovers used to be much closer




                DIY
               Direct




 Pre-history         ...
NEW formats/technologies spread the love...
A renaissance of music as music not music as
‘product’




               Example: The rise of House Gigs
Music Industry = OUT NOW!


      Creating short-term marketing patterns around PRODUCT

Marketing investment




       0...
Tough for most musicians…

+€




€0
                Number of musicians




-€

Money
Most musicians make no money, some lose money
     and a very few make huge money…
+€




€0
                Number of mus...
Music = OUT ALWAYS
A Fan’s awareness is triggered by more than just PRODUCT
DIY model means a target of gradual growth over
     time
+€




€0
                Number of musicians                   ...
It also confronts the definition of Success


                        Lots of Money

                            Fame

   ...
From OUT NOW to OUT ALWAYS: Skill set shift also…


•    Manager
•    A&R
•    Marketing
•    Distribution
•    Legal advi...
From OUT NOW to OUT ALWAYS: Skill set shift also…


•    Manager                •    A&R
•    A&R                    •    ...
Who does what?
Little ideas become movements during times of social
upheaval and economic downturn
lots of little ideas right now…




          Fanfarlo                solobasssteve
Looking forward to hearing more now…

E-Mail        paul@citizensound.net

Web           www.citizensound.net

Skype      ...
Credits


Song is “One Step” from the album ‘Behind Every Word’
by the musician & thought-provocateur Steve Lawson

You ca...
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The Renaissance Of Music

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citizensound presented at a music conference in Lisbon on the future of music. Too often debates on the future of music fuse 'music' and 'music industry' as one and the same thing. We tried to put things into historical context and investigate the way forward for musicians. You can find the version with a soundtrack added over at youtube (citizensound1)

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The Renaissance Of Music

  1. 1. The Renaissance of Music citizensound the sound of brands, the brand of sound
  2. 2. The music cloud 360 holistic brand&bands fans Live merchandise online mobile radio promoter app manager label Indie manufactured money spotify Last.fm community investment nokia iPod facebook myspace DIY
  3. 3. Start here 33,000 BC
  4. 4. And further…125 AD
  5. 5. Getting closer
  6. 6. Nothing is more important than…
  7. 7. the relationship between…
  8. 8. the music maker & the music lover
  9. 9. Primarily filtered through here… Via Label & promoters 20th century 21st century
  10. 10. Now here… Label Via Label & promoters 20th century 21st century
  11. 11. here Label media Via Label & promoters 20th century 21st century
  12. 12. here Label media Via Patron Label & brand promoters 20th century 21st century
  13. 13. here Label media Via Patron Label & brand promoters DIY Direct 20th century 21st century
  14. 14. And here Label media Via Patron Label & brand promoters DIY Direct Venture Capital 20th century 21st century
  15. 15. Labels are relatively new Pre-history 0 20th 21st
  16. 16. Patrons have always played their role… Greek, Aztec & Nubian through to the de Medici family and beyond Pre-history 0 20th 21st
  17. 17. Music makers & music lovers used to be much closer DIY Direct Pre-history 0 20th 21st
  18. 18. NEW formats/technologies spread the love...
  19. 19. A renaissance of music as music not music as ‘product’ Example: The rise of House Gigs
  20. 20. Music Industry = OUT NOW! Creating short-term marketing patterns around PRODUCT Marketing investment 0 1 2 3 4 5 6 7 8 9 10 11 12 Weeks
  21. 21. Tough for most musicians… +€ €0 Number of musicians -€ Money
  22. 22. Most musicians make no money, some lose money and a very few make huge money… +€ €0 Number of musicians -€ Money
  23. 23. Music = OUT ALWAYS A Fan’s awareness is triggered by more than just PRODUCT
  24. 24. DIY model means a target of gradual growth over time +€ €0 Number of musicians Time -€ Money
  25. 25. It also confronts the definition of Success Lots of Money Fame Youtube clicks Number 1 A nice life Playing to people who love what you do, not who you are Sex, Drugs, Rock n Roll
  26. 26. From OUT NOW to OUT ALWAYS: Skill set shift also… •  Manager •  A&R •  Marketing •  Distribution •  Legal advisor •  Financial controller •  Promoter
  27. 27. From OUT NOW to OUT ALWAYS: Skill set shift also… •  Manager •  A&R •  A&R •  Community manager •  Marketing •  Social Media Strategist •  Distribution •  Fanbase Manager •  Legal advisor •  Design Manager •  Financial controller •  Tech •  Promoter •  Communications Strategist •  Financial controller •  Legal advisor •  Audio-visual producer •  Content manager •  Brand Strategist •  Sales team •  Etc…
  28. 28. Who does what?
  29. 29. Little ideas become movements during times of social upheaval and economic downturn
  30. 30. lots of little ideas right now… Fanfarlo solobasssteve
  31. 31. Looking forward to hearing more now… E-Mail paul@citizensound.net Web www.citizensound.net Skype citizensound Flickr citizensound Soundcloud citizensound Twitter citizenbay Friendfeed citizenbay
  32. 32. Credits Song is “One Step” from the album ‘Behind Every Word’ by the musician & thought-provocateur Steve Lawson You can find him here - www.stevelawson.net

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