The music industry is resetting - this is where it's going: Copright > Usage Right, Fragmentation, Pay per Copy > Free, paid and bundled access, $ first > attention first. Read more at www.music20thebook.com (free pdf) and www.payingwithattention.com and of course, my blog at www.music20thebook.com

1. Music 2.0
Webinar
Presentation by Gerd Leonhard
www.mediafuturist.com
twitter.com/gleonhard
www.gerdtube.com
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2. What I do:
‣ Futurist Clients such as Google, Nokia,
DDB, Sony BMG, Orange / France
‣ Strategist Telecom, BBC, ITV, RTL, The
‣ Author & Blogger
European Commission, TribalDDB,
Omnicom, Siemens, Kuoni,
Jamendo, COTT...
www.mediafuturist.com
twitter.com/gleonhard
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3. www.mediafuturist.com
www.music20book.com
www.endofcontrol.com
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4. Nope...
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5. YOUR Cookbook
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6. Thursday, July 30, 2009 6

7. Total fragmentation is certain - very
few models will work for everyone!
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8. Thursday, July 30, 2009 8

9. The Printing Press
brought us
Copyright
The Internet brings
Usage-
us
Rights
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10. New Gen eratives
A crucial shift in the content industries:
• Content ‘Pre-Web’: Presenting -
and selling - professionally
produced Content
• Content ‘Web-Native’:
Presenting - and selling -
Context, People, Relevance,
Packaging, Timeliness - and
all types of Content!
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11. Music (Content) is first
a Service and an
Experience, and only
then (maybe) a
Product.
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12. A new social contract....
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13. Let’s face it:
We’ve had a great ride with physical media and
Productized Content - but these days are the past.
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14. The challenge: Creating New Models!
Content Consumption (all)
Revenue Potential
Success with Traditional Content Models
Was Is 2 years 5 years
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15. We need to FORGET the value of distribution
in the traditional music business model.
There is only one question: what is your
content worth, when, how, where...?
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16. Next
Generation
‘Advertising’
New
New Data Content
Economy
Economy
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17. Thursday, July 30, 2009 17

18. Welcome to
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19. Our new reality: Use = Copy
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20. Soon:
=
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21. =
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22. Social Networks are the next Broadcasters
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23. We are living in an age of
Attention Challenge -
Distribution is now just a default
Image via http://flickr.com/photos/parsectraveller/
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24. Decentralization. Pull. Merit. Trust.
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25. In: Brand
Magnetism
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26. What is the value of Content?
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27. Asia is teaching us something
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28. Thursday, July 30, 2009 28

29. 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
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30. Thursday, July 30, 2009 30

31. Google Examples
Gives us great stuff for free - and gets
us hooked
Never messes with our trust - or
apologizes
Keeps inventing great stuff that makes
life easier for us
Puts US in the center of their
strategies
Asks us to share data in return
WE are in charge of Google’s destiny
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32. A Culture of APIs: Build yours on mine
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33. Marketing as we know is dead
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34. Well...
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35. But thankfully
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36. Key trends
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37. The Browser is the new iPod
Forrester Research: "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."
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38. Creating added value around your core business
Monetizing around your core business
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39. What IS the value of Content?
• Quickly changing ways of consumption
• Steep premiums for anything physical!
• Good electronic UI / UX finally
becomes feasible
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40. Nobody wants to pay anymore?
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41. Thursday, July 30, 2009 41

42. •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)
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43. Wisdom of crowds told me:
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44. How to get those $$
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45. Thursday, July 30, 2009 45

46. Freemium: a definitive model for mobile content
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47. Freemium and New Generatives: Pandora
Convenience Premium Experience
Personalization ‘Paying for Privacy’
Packaging Convenience
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48. Monetizing
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49. Quality of Access and Experience, Filtering,
Context, Community, Packaging,
Relevance, Timeliness, Authenticity....
The New Generatives *read kk.org
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50. The challenge: toll-booth moving
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51. New
Generatives:
Packaging
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52. New Generatives:
Timeliness
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53. New Generatives:
Direct Relationships
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54. New Generatives:
Authenticity
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55. New Generatives:
Added values
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56. New Generatives:
Convenience
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57. New Generatives:
Filtering & Curation
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58. ‘New Money’ Examples
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59. The B(r)and that Pulls
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60. Generating Attention
•People want to get to know you
•People must hear about you in many
different places (not just your own)
•People must hear about you repeatedly
•Fish where the fish are
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61. The Future of Content: Copy $ down, Attention $$ up
Copy Based Revenues Attention Based Revenues
10.0
7.5
5.0
2.5
0
Was Is Soon Near Future Mid-term Future
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62. Music Marketing Futures
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63. Kevin Kelly @ kk.org: When an offering becomes commoditized
the solution is to offer valuable intangibles:
1. Immediacy - priority access, immediate delivery
2. Personalization - tailored just for you... ʻMeCastʼ
3. Interpretation & Filtering - support and guidance
4. Authenticity - making sure itʼs the real thing
5. Accessibility - wherever, whenever, however
6. Embodiment, Experience & Packaging
7. Community (i.e. the Tribes)
8. Findability & Curation
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65. Thanks for listening!
Please talk back
★ email me at gerd@mediafuturist.com
★ twitter.com/gleonhard
★ facebook: gleonhard
★ more presentations at
www.mediafuturist.com
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