Gerd Leonhard www.mediafuturist.com Gerd Leonhard
Media Futurist Music 2.0: Compensation not Control ★ twitter.com/gleonhard

I think I know how
you feel Gerd Leonhard Media Futurist Music Industry Internet

Gerd Leonhard Media Futurist Yet:
you ain’t seen nothing yet! Global Broadband Penetration Global Mobile Penetration Percentage of People with Computers 150% 100% 85% 61% 60% 40% 15% 10% 6% Today 2-3 years 5-7 years Cost of Internet Access Cost of Storage Skills Required

Gerd Leonhard Media Futurist 4
Billion People Sharing

Gerd Leonhard Media Futurist 4
Billion People Sharing

Gerd Leonhard Media Futurist Mediapost,
Dec 2008: “In more than five years, the RIAA sued or threatened to sue around 35,000 file-sharers, including one deceased grandmother, teenagers, and single mothers. The one case that went to a jury trial--a lawsuit against single mother Jammie Thomas--ultimately resulted in a mistrial. The RIAA admitted that it spent millions prosecuting cases--far more than it recovered in settlements. Meanwhile, [U.S.] revenue from sales fell to around $10 billion last year from more than $14 billion in 1998--the year before Napster launched. So far, the focus on Controlling Music Online has not resulted in solid new revenue streams for the Creators

The Copyright Dilemma Gerd Leonhard
Media Futurist Copy

The Copyright Dilemma (2) Gerd
Leonhard Media Futurist Right

Gerd Leonhard Media Futurist You
don’t have to be a Futurist to see that the current concept of forcing people into consuming music in a way that suits us (the industry) better, will not work. I think we need to review our assumptions.

Gerd Leonhard Media Futurist So
far, Refusal was fruitless - It’s time to switch to Permission Google’s Eric Schmidt (when talking about the book publishers & Google): “We write large checks when we have a great strategy”

Gerd Leonhard Media Futurist

Gerd Leonhard Media Futurist A
new Collective License for the use of Music on the Internet

Gerd Leonhard Media Futurist The
‘new’ concept of disconnecting file-sharing Internet users is not a It’s...

Gerd Leonhard Media Futurist The
‘new’ concept of disconnecting file-sharing Internet users is not a It’s...

Gerd Leonhard Media Futurist Brands
Agencies Content Advertisers Media Legislation Telecom Government Regulation Google China President Kai Fu Lee: “Mutual Interest, rather than Monopoly, is the key to sustainable growth”

~ Euro 250 Billion So
how would it work? Gerd Leonhard Media Futurist Advertisers “Pool of Social Nets Money” Search Brands Labels Publishers Rights Organizations Rev Share & $$$ PROs / MROs License Fee per User Provide ...want to align with Collective Artists / Genres License Programs / Platforms Government & Services to reach Consumers i.e. Users ISPs, Telecoms & 10% of Revenues for On-demand Streams, Networks 1 Euro / Week / User for downloads (EU)

Gerd Leonhard Media Futurist How
to get that Euro / Week: + Advertising 2.0 / Branding / Sponsorship Marketing Subsidies by ISPs & Networks + Device Makers Subsidies + User Payments + Bundled with TV & Radio License + Data Mining Revenues + ++++...

Gerd Leonhard Media Futurist EU:
500 Million Euros PER WEEK Approx. 26 Billion Euros Per Year generated via a new Collective License for Music on the Internet

Gerd Leonhard Media Futurist Sound
familiar? Picture by http://flickr.com/photos/matteo86photonature/

Gerd Leonhard Media Futurist ~1910
+ = + = ~2009?

Gerd Leonhard Media Futurist Why
will this happen? “Mutual Interest - rather than Monopoly - is the key to sustainable growth”

Gerd Leonhard Media Futurist Value
of ‘a Copy’ Value of CONTEXT Value of Meta-Content Value of Experiences Value of Packaging Value Trends (by Gerd Leonhard) Value of Context 100% Value of Experience Value of Meta-Content Value of Packaging 75% 50% 25% Value of ‘a Copy’ 0% Was Is Soon The Future

This is the wave we
must learn to ride Gerd Leonhard Media Futurist Attention - Based Revenues Was Is Soon Near Future Mid-term Future

Gerd Leonhard Media Futurist Selling
music: finding the new money Next Generation Advertising Freemium Collective License (Flat Rates & Bundles) New Generatives Sell Copies *Take 2 3rd party pays (cross subsidies) 10% 20% 20% 10% 10% 30%

Gerd Leonhard Media Futurist A
new Internet-Music License would only be the beginning...

Gerd Leonhard Media Futurist My
proposition A new Collective License for Music on the Internet Let’s do what’s right for Compensation not for Control Let’s generate future revenues for the Creators not just the Lawyers Let’s do what’s right for Social, Cultural and Business Reasons

Gerd Leonhard Media Futurist “We
make a living by what we get, we make a life by what we give” Sir Winston Churchill

Gerd Leonhard Media Futurist Thanks
for listening! TALK BACK: ★ email me at gerd@mediafuturist.com ★ twitter.com/gleonhard ★ facebook: gleonhard ★ more presentations at www.mediafuturist.com ★ Thought-Stream at www.gerdstream.com