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Gerd Leonhard Futurist, Author, Musician @gleonhard & CEO @music2dot0 TheFuturesAgencyCreating a new Ecosystem:The Future of the Music Industry

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The future is already here! The music business seems a lot like the energy business :(

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The future is already here! The Music Industry has been ruled by EGOsystems for way too long

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The future is already here! The current Music Ecology is unsustainable: Rampant inequality Total lack of transparency Cartels & monopolies still prevail Laws & policies paid for by lobbyists Increasing enclosure of The Commons Criminalization of Consumers

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The future is already here! ....whose economic losses...? Piracy is now defined as any act of non- compliance with rules policies, pricing, restrictions and TPMs / DRMs...?

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The future is already here! “They who can give up essential liberty to obtain a little temporary safety, deserve neither liberty nor safety” *Benjamin Franklin

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The future is already here!

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The future is already here! Piracy...? ★ is the result of the 1% trying to enforce outdated business models on the 99% ★ is a temporary consequence of radical consumer empowerment driven by ever- faster data networks and cheaper but even smarter devices ★ the consequence of total market failure as a result of pervasive ignorance and blind control obsession by the incumbent players CEO of MacMillan UK, April 2011, via PaidContent.org

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The future is already here!

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The future is already here! Restricting, protecting, preventing, disabling ... is a suicidal strategy

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The future is already here!

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The future is already here! But: the music business is entering a whole new era: Mobile | Social | Cloud

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The future is already here! SoLoMo-Cloud Welcome to the

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The future is already here! 2017: 5 Billion people, 75% mobile Internet, 50+ major platforms, a €250 Billion ad market

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The future is already here! We must redefine the meaning of Selling - in the future, what will it mean to ‘sell music’?

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The future is already here! Every screen is becoming some kind of ‘connected TV or Radio’

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The future is already here! A huge opportunity for bundling music - and then offer premiums

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The future is already here! By 2017, between 50% to 75% + of all media consumption will be via mobile devices (Gerd’s prediction)

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The future is already here! Total Unbundling is inevitable

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The future is already here! With some exceptions, the business model of merely selling ‘copies’ of music is

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Music .Toast Music. Future

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The future is already here! From one-to-many to Many to Many

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The future is already here! Like it or not: ‘Free’ Access / Listening / Streaming / Downloading of music has become a de-facto standard and a universal practice

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The future is already here! Touch. Play. Connect. Share. Access not ownership *

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The future is already here! The end of Distribution as the key success factor, metric and gate-keeper

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The future is already here! Access *not ownership

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The future is already here! Imagine if 3 Billion people switched to legal streaming *clearly, this will never happen without a collective, standardized, public, EU-wide license

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The future is already here! Like it or not: for the consumer, access to content will be much cheaper than copies i.e. ownership Source: Huffington Post

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Premium-ServicesThe future is already here! Up-Selling Added Values New Generatives

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The New Generatives The future is already here! *thanks to Kevin Kelly Packaging and Interfaces Curation, Filtering and Selection * Thanks to Kevin Kelly kk.org Social Context & Relevance Intelligent Aggregation Assisted Serendipity Timeliness and Personal Relevance Quality and Trust Guarantee Customization and Personalization Localization / Contextualization Cloud-to-Device Management Advertising as Content (Branded Content) Gamification ... and many more

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Fluid + Feels-Like-Free + Freemium | Upselling +

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Build income streams around the Music.The future is already here! Invent added values, pursue collaborative business models

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The future is already here!Hyper-Collaboration

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Creators & Artists: we must embrace change and The future is already here!focus on solutions based on Collective Objectives

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The future is already here! The problem is not the ‘pay’ - it’s the wall! ☺ ! Source:

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The future is already here! Is there $ in advertising-supported music?

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The future is already here! Big Data will help to fund ‘Big Music’

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The future is already here! We are already.. Paying with our Data

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The future is already here! Going Direct is becoming...real

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The future is already here! Ease of use + Choice + Price + Added Values + Brand = $£€

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The future is already here!It’s about Value & Experiences not just Price!

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We urgently need a Public Rights Logic that fits our Digital Ecosystem

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The future is already here! Without a public, open, standardized license for digital music this is very unlikely to last...

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The future is already here! The ‘free markets’ won’t fix this. We need must-license provisions, public oversight, regulation for a common goal

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The future is already here! Take back the Music Business! Business Innovation Culture