Music 2.0 - The Future of Music - Start in Brazil? Feira Musica 2009 Gerd Leonhard


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My presentation on the Future of Music, from Feira Musica 2009, in Recife Brazil. See more at

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Music 2.0 - The Future of Music - Start in Brazil? Feira Musica 2009 Gerd Leonhard

  1. 1. The Future of Music - starting in Brazil? Gerd Leonhard
  2. 2. Real change will probably come from the Independents - and from Outsiders
  3. 3. Source: Slideshare
  4. 4. What do you think will happen here? South America Asia Africa
  5. 5. BRIC Futures
  6. 6. The New Premium The new Normal
  7. 7. Remember: Nothing will beat the ‘People formerly known as Consumers’
  8. 8. The quickest way to irrelevance: build walls
  9. 9. Source:
  10. 10. Consequences of being connected New Behaviors New Standards New Social Contracts New Ways of Remuneration Ars Electronica 2008
  11. 11. Music is first a Service & an Experience - and only then (maybe) a Product.
  12. 12. But of course you knew this already....
  13. 13. ‘Selling Copies’ is a dying Business - but Selling Access is a very powerful new Opportunity
  14. 14. We were able to sell copies ‘on our own’ - but we can’t ‘sell access’ on our own
  15. 15. C R U E S A T E O R R S S
  16. 16. First, we need this: Permission
  17. 17. I think Brazil could lead the world into the Future of Music 1. Make music on the Internet legal and paid-for by creating a public and collective digital music license - just like 100 years ago, with Radio! 2. Make a new Digital Music License available to all ISPs / telecoms / mobile operators and networks 3. Develop a new Ecosystem of Partners that will essentially pay for the music license fees: advertisers, brands, telecoms, device makers... 4. Build additional, web-native, premium revenue streams on-top: high-definition services, fan- clubs, interactivity, virtual clubs and concerts...
  18. 18. Just imagine: If 192 Million people could generate only $ 5 per year / per person, almost $1 Billion would be raised If such a digital music license was publicly available, the $5 per year / per user could be entirely funded by advertisers, brands, telecoms, device makers and others!
  19. 19. 2 things are needed New ‘Pools of Money’ (i.e. based on collective, open, public and standardized licenses) Government (& Creators & Industry) New, next-generation revenue streams that ‘up-sell’ on-top Industry & Market Players
  20. 20. The Music is already in the Cloud 300+ ways to share Music!
  21. 21. The $$ are in the cloud, too
  22. 22. Connect the Cloud and the Crowd!
  23. 23. We must focus on the New Generatives Content 5% Context 15% 20% Curation Timeliness 15% 15% Embodiment Relevance 10% 20% Others
  24. 24. Imagine.... this.... with Music
  25. 25. More new ways to get $$ for music
  26. 26. Free gets you to a place where you can ask to get paid. Hat tip to: Fred Wilson, Union Square Ventures
  27. 27. I pay You pay They pay Hat tip to Shelly Palmer
  28. 28. I pay - You pay - They pay
  29. 29. Hybrid Models in many variations
  30. 30. Making $ from Attention: Conversion is the Key! Attention - Based Revenues Was Is Soon Near Future Mid-term F
  31. 31. 3 key things about Attention Getting it Keeping it Converting it
  32. 32. New ways to ‘sell’
  33. 33. Funnel-Making
  34. 34. The Toll-Booth Challenge: how to monetize access rather than copies Source: istockphoto
  35. 35. Ecosystem not Egosystem Internet Telecom Content Social Networks Advertising CE Makers
  36. 36. Music 2.0 is: Networked and Decentralized SMEs run by Managers, Agents and Service Providers Selling dozens of things (not just copies) No longer just music!
  37. 37. o t n m m e e t t s s y y s s O O C G E E
  38. 38. Every large audience can be monetized
  39. 39. So why is there still so little revenue from Youtube, Myspace, Facebook...? • Advertisers are always 2-3 years behind • Lack of permission for premium and legal content slows adoption • Lack of public license has deterred new investors, and killed many startus • Mobile broadband and smart mobile devices are just now starting to take off
  40. 40. A TeleMedia Ecosystem Public, open and standardized Content Licenses
  41. 41. A Public License + Build-in Revenues + Proportional Distribution
  42. 42. In Music, first, we urgently need either a voluntary, collective license proposal by the rights- holders, and / or legislation that legalizes and monetizes the usage on the Internet.
  43. 43. Content 2.0: the inevitable Shift to Open Open licenses Open innovation Open distribution Open competition Open partnerships Open technologies Open data standards
  44. 44. Summary 5% 15% 20% 15% 15% 10% 20% Content Context Curation Timeliness Embodiment / Packaging Relevance Others
  45. 45. Thanks for your time! email me at facebook: gleonhard more presentations at
  46. 46. Step 1: Permission Step 2: Collaboration Step 3: Co-Creation of new Business Models