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Presentation for the Deep in the Woods festival, Belgium 2013
How to shift the
music industry
towards a more
sustainable
t...
Hi, my name is Leen Gorissen.
I’m a transition researcher @ VITO and
an engaged music lover!
BUT I am getting increasingly more worried about this:
Yes, I am
aware that
this is
probably not
very rock’n
roll…
READING...
This is part of CULTURE. And culture is very difficult to
change. But should we just ignore or accept this?
We need a
new
...
Because this MATTERS and in more than
one regard!
DIDYOU KNOW THAT
Every 5 minutes 2 million plastic bottles are
thrown away in the US…
©ChrisJordan
…and plastic that isn’t recycled ends up in our
oceans creating huge underwater islands of
plastic soup like in the Pacifi...
…ENDANGERING and KILLING all marine life…
.
©ChrisJordan
Photo courtesy of Ron Prendergast
…but also ends up on your plate…
.
…and eventually into your favorite destinations…
Is this how you would want to spend your holiday?
…and eventually into your favorite destinations…
DID YOU KNOW THAT
We are consuming more resources than the planet
can generate in 1 year: World Overshoot Day
That is stea...
And trouble will begin before we run out…
There’s more
Let’s look at some numbers…
Polar bears: fewer than 25.000
(Polar bear international)
Western Pacific grey whales: fewer than 130 (IUCN)
Sumatran tige...
Polar bears: fewer than 25.000
(Polar bear international)
Western Pacific grey whales: fewer than 130 (IUCN)
Sumatran tige...
Extinct
» Korhoen (Tetrao tetrix)
» Kemphaan (Philomachus pugnax)
» ZwarteStern (Chlidonias niger)
» Duinpieper (Anthus ca...
Has the Earth’s sixth mass extinction already arrived?
e.g. Barnowski et al
Nature 2011
© Tiantian Zhang
BIODIVERSITY LOSS...
Has the Earth’s sixth mass extinction already arrived?
e.g. Barnowski et al
Nature 2011
© Tiantian Zhang
BIODIVERSITY LOSS...
Has the Earth’s sixth mass extinction already arrived?
e.g. Barnowski et al
Nature 2011
© Tiantian Zhang
BIODIVERSITY LOSS...
Has the Earth’s sixth mass extinction already arrived?
e.g. Barnowski et al
Nature 2011
© Tiantian Zhang
BIODIVERSITY LOSS...
Has the Earth’s sixth mass extinction already arrived?
e.g. Barnowski et al
Nature 2011
© Tiantian Zhang
BIODIVERSITY LOSS...
Has the Earth’s sixth mass extinction already arrived?
e.g. Barnowski et al
Nature 2011
© Tiantian Zhang
BIODIVERSITY LOSS...
And there’s more…
And doing this will not
make it go away
And doing this will not
make it go away
This doesn’t seem very
‘sapiens’ to me
How
come
that we
have
become
so good
at this?
And doing this will not
make it go away
So, what now?
‘The future is NOT some place we are
going to but one we are creating.
The paths are not to be found but mad...
Transformational times ask
for transformational change!
So, let’s get our heads out of the sand
and start thinking about
…what kind of transition we want?
Our consumption levels, pollution levels and loss of natural
habitats are DECREASING our resilience
While
this is
where I
...
Why not create the future we want?
…and start thinking of how we can influence the transition
1. Stop, pauze and rethink
‘The world will not evolve past its current state of crisis by using
the same thinking that cre...
1. Stop, pauze and rethink
‘The world will not evolve past its current state of crisis by using
the same thinking that cre...
2. Then revise and reorient
What future do we want?
What is needed to develop sustainably?
What is appropriate?
What needs...
3. Then start acting
Don’t wait for others to take
action. They are waiting for you!
From the old way of thinking to a new way of thinking?
exploitation cooperation
extract value add value
take – make – disp...
From old steering strategies to new navigation
approaches?
mono-actor networks
control and demand adaptation and anticipat...
Let’s get back to the story
How can the music industry evolve
towards a more sustainable track?
From a transition framework we know
that incremental c...
How can the music industry evolve
towards a more sustainable track?
From a transition framework we know
that incremental c...
So how can the music industry evolve
towards a more sustainable track?
So, who has the MOST impact?
So how can the music industry evolve
towards a more sustainable track?
So, who has the MOST impact?
And who
has the
most
i...
Let’s
Design a process of change
1. Show leadership and envision how
a sustainable music sector can look
like!
» That requires some serious out-of-the-box ...
2. Identify transition pathways of
how to realize the vision
» That requires people with guts and impact!
» Identify point...
3. Start up transition experiments
» ‘Learning by doing’ and ‘doing by learning’
» That allow us to learn about barrieres ...
Essential to this is
A GOOD REFORM AGENDA
supported by committed people
and serious cooperation
Why is this so important?
“The global crisis of unsustainability is not only a crisis of the
hardware of civilization, it ...
Music is an essential part of
the software of minds
So let’s start by transitioning the music
sector towards a more sustainable track.
Let’s build the future we want!
Pic cou...
What can you do as an engaged music lover?
1. Think about the music system and its
impact on the planet. How does it deal ...
The thinking presented in this presentation is ‘work in progress’ and
based on my experience working as a transition resea...
How to shift the music industry towards a more sustainable track? Presentation for the Deep in the Woods Festival, Belgium...
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How to shift the music industry towards a more sustainable track? Presentation for the Deep in the Woods Festival, Belgium 2013

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Music is an important part of the software of minds that needs to be revised in order to update our hardware towards more sustainable systems.

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How to shift the music industry towards a more sustainable track? Presentation for the Deep in the Woods Festival, Belgium 2013

  1. 1. Presentation for the Deep in the Woods festival, Belgium 2013 How to shift the music industry towards a more sustainable track?
  2. 2. Hi, my name is Leen Gorissen. I’m a transition researcher @ VITO and an engaged music lover!
  3. 3. BUT I am getting increasingly more worried about this: Yes, I am aware that this is probably not very rock’n roll… READING FESTIVAL @ David White Already 172 tonnes of garbage collected at the Ghent festival One out of 4 festival attendants leaves their tent
  4. 4. This is part of CULTURE. And culture is very difficult to change. But should we just ignore or accept this? We need a new definition of ‘cool’.
  5. 5. Because this MATTERS and in more than one regard!
  6. 6. DIDYOU KNOW THAT Every 5 minutes 2 million plastic bottles are thrown away in the US… ©ChrisJordan
  7. 7. …and plastic that isn’t recycled ends up in our oceans creating huge underwater islands of plastic soup like in the Pacific...
  8. 8. …ENDANGERING and KILLING all marine life… . ©ChrisJordan Photo courtesy of Ron Prendergast
  9. 9. …but also ends up on your plate… .
  10. 10. …and eventually into your favorite destinations…
  11. 11. Is this how you would want to spend your holiday? …and eventually into your favorite destinations…
  12. 12. DID YOU KNOW THAT We are consuming more resources than the planet can generate in 1 year: World Overshoot Day That is stealing from the future!
  13. 13. And trouble will begin before we run out…
  14. 14. There’s more Let’s look at some numbers…
  15. 15. Polar bears: fewer than 25.000 (Polar bear international) Western Pacific grey whales: fewer than 130 (IUCN) Sumatran tigers: fewer than 400(WWF) Humans (25/08/2013): 7.174.486.209 and growing Estimated number of
  16. 16. Polar bears: fewer than 25.000 (Polar bear international) Western Pacific grey whales: fewer than 130 (IUCN) Sumatran tigers: fewer than 400(WWF) humans (25/08/2013): 7.174.486.209 and growing Estimated number of OMG
  17. 17. Extinct » Korhoen (Tetrao tetrix) » Kemphaan (Philomachus pugnax) » ZwarteStern (Chlidonias niger) » Duinpieper (Anthus campestris) » Hop (Upupa epops) » Ortolaan (Emberiza hortulana) Threatened with extinction » Roerdomp (Botaurus stellaris) » Woudaap (Ixobrychus minutus) » Grauwe Kiekendief (Circus pygargus) » Kwartelkoning (Crex crex) » Strandplevier (Charadrius alexandrinus) » Watersnip (Gallinago gallinago) » Dwergstern (Sterna albifrons) » Grote Stern (Sterna scandvicensis) » Draaihals (Jynx torquilla) » Kuifleeuwerik (Galerida cristata) » Paapje (Saxicola rubetra) » Tapuit (Oenanthe oenanthe) » Snor (Locustella luscinioides) » Grote Karekiet (Acrocephalus arundinaceus) » Grauwe Klauwier (Lanius collurio) » Klapekster (Lanius excubitor) Seriously threatened • Zomertaling (Anas querquedula) • Porseleinhoen (Porzana porzana) • Zomertortel (Streptopelia turtur) • Kramsvogel (Turdus pilaris) • Graspieper (Anthus pratensis) • Boompieper (Anthus trivialis) • Rietzanger (Acrocephahus schoenobaenus) • Wielewaal (Oriolus oriolus) • Goudvink (Pyrrhula pyrrhula) • Geelgors (Emberiza citrinella) • Grauwe Gors (Miliaria calandra) • Rietgors (Emberiza schoeniclus) Vulnerable • Patrijs (Perdix perdix) • Kluut (Recurvirostra avocetta) • Tureluur (Tringa totanus) • Kleine Mantelmeeuw (Larus fuscus) • Visdief (Sterna hirundo) • Nachtzwaluw (Caprimulgus europaeus) • Veldleeuwerik (Alauda arvensis) • Boomleeuwerik (Lullula arborea) • Huiszwaluw (Delichon urbica) • Gekraagde Roodstaart (Phoenicurus phoenicurus) • Nachtegaal (Luscinia megarhynchos) (3c) • Matkop (Parus montanus) Birds in Belgium
  18. 18. Has the Earth’s sixth mass extinction already arrived? e.g. Barnowski et al Nature 2011 © Tiantian Zhang BIODIVERSITY LOSS is a serious problem
  19. 19. Has the Earth’s sixth mass extinction already arrived? e.g. Barnowski et al Nature 2011 © Tiantian Zhang BIODIVERSITY LOSS is a serious problem All those diverse species together form a living system. Our web of life.
  20. 20. Has the Earth’s sixth mass extinction already arrived? e.g. Barnowski et al Nature 2011 © Tiantian Zhang BIODIVERSITY LOSS is a serious problem All those diverse species together form a living system. Our web of life. Imagine that one of our designed systems loses components uncontrollably
  21. 21. Has the Earth’s sixth mass extinction already arrived? e.g. Barnowski et al Nature 2011 © Tiantian Zhang BIODIVERSITY LOSS is a serious problem All those diverse species together form a living system. Our web of life. Imagine that one of our designed systems loses components uncontrolably What if all the screws in your car disappear while you are driving.
  22. 22. Has the Earth’s sixth mass extinction already arrived? e.g. Barnowski et al Nature 2011 © Tiantian Zhang BIODIVERSITY LOSS is a serious problem All those diverse species together form a living system. Our web of life. Imagine that one of our designed systems loses components uncontrolably What if all the screws in your car disappear while you are driving. What is the chance of arriving safely?
  23. 23. Has the Earth’s sixth mass extinction already arrived? e.g. Barnowski et al Nature 2011 © Tiantian Zhang BIODIVERSITY LOSS is a serious problem All those diverse species together form a living system. Our web of life. Loss of biodiversity threatens our LIFE SUPPORT SYSTEM! Imagine that one of our designed systems loses components uncontrolably. What if all the screws in your car disappear while you are driving. What is the chance of arriving safely?
  24. 24. And there’s more…
  25. 25. And doing this will not make it go away
  26. 26. And doing this will not make it go away This doesn’t seem very ‘sapiens’ to me
  27. 27. How come that we have become so good at this? And doing this will not make it go away
  28. 28. So, what now? ‘The future is NOT some place we are going to but one we are creating. The paths are not to be found but made and the activity of making them changes both the maker and the destination’ John Schaar - Futurist This is something we tend to forget in our ratrace world…
  29. 29. Transformational times ask for transformational change!
  30. 30. So, let’s get our heads out of the sand and start thinking about
  31. 31. …what kind of transition we want?
  32. 32. Our consumption levels, pollution levels and loss of natural habitats are DECREASING our resilience While this is where I would want to go …and where we are heading? This is the track we are on
  33. 33. Why not create the future we want? …and start thinking of how we can influence the transition
  34. 34. 1. Stop, pauze and rethink ‘The world will not evolve past its current state of crisis by using the same thinking that created the situation’ Albert Einstein
  35. 35. 1. Stop, pauze and rethink ‘The world will not evolve past its current state of crisis by using the same thinking that created the situation’ Albert Einstein Yet we keep throwing ‘old’ solutions to ‘new’ problems… and keep reinforcing leadership of the old style in positions that need new leaders
  36. 36. 2. Then revise and reorient What future do we want? What is needed to develop sustainably? What is appropriate? What needs to change to realise the future we want? How can we organize the transition? A S K
  37. 37. 3. Then start acting Don’t wait for others to take action. They are waiting for you!
  38. 38. From the old way of thinking to a new way of thinking? exploitation cooperation extract value add value take – make – dispose closed lean cycles overconsumption sufficiency From old, unsuitable structures to new structures? vertical horizontal hierarchical networks top-down bottom-up central decentral pillars communities So how can we shift
  39. 39. From old steering strategies to new navigation approaches? mono-actor networks control and demand adaptation and anticipation certainty uncertainty simplicity complexity
  40. 40. Let’s get back to the story
  41. 41. How can the music industry evolve towards a more sustainable track? From a transition framework we know that incremental change is not going to be enough. What we need is a RADICAL shift in culture, structure and practice
  42. 42. How can the music industry evolve towards a more sustainable track? From a transition framework we know that incremental change is not going to be enough. What we need is a RADICAL shift in culture, structure and practice That means: ‘doing things better’ Which means: ‘doing better things’
  43. 43. So how can the music industry evolve towards a more sustainable track? So, who has the MOST impact?
  44. 44. So how can the music industry evolve towards a more sustainable track? So, who has the MOST impact? And who has the most impact on them?
  45. 45. Let’s Design a process of change
  46. 46. 1. Show leadership and envision how a sustainable music sector can look like! » That requires some serious out-of-the-box thinking » For that we will need to bring together a group of frontrunners, pioneers and visionary thinkers that co-create a new vision
  47. 47. 2. Identify transition pathways of how to realize the vision » That requires people with guts and impact! » Identify points of intervention to transform the current business mentality, business models and organisational culture
  48. 48. 3. Start up transition experiments » ‘Learning by doing’ and ‘doing by learning’ » That allow us to learn about barrieres and enablers, about context and scale… » Then re-adjust, reorient, scale up…
  49. 49. Essential to this is A GOOD REFORM AGENDA supported by committed people and serious cooperation
  50. 50. Why is this so important? “The global crisis of unsustainability is not only a crisis of the hardware of civilization, it is also a crisis of the software of minds. The search for a more sustainable development has, so far, been focusing too much on hardware updates, such as new technologies, economic incentives, policies and regulations, and too little on software revisions, that is the cultural transformations affecting our ways of knowing, learning, valuing and acting together. The cultural software is, nevertheless, at least as much part of the fundamental infrastructure of a society as its material hardware.” Sacha Kagan, 2012
  51. 51. Music is an essential part of the software of minds
  52. 52. So let’s start by transitioning the music sector towards a more sustainable track. Let’s build the future we want! Pic courtesy http://www.chaoswallpapers.com/green_apple_is_live_music_energy_great_dj_background-wallpapers.html
  53. 53. What can you do as an engaged music lover? 1. Think about the music system and its impact on the planet. How does it deal with scarce resources and energy? How does it impact waste and pollution? 2. Reflect upon ways of how we can shift the industry from extracting value to adding value. 3. Talk to your friends about this. 4. Start asking these questions to the people that have impact: artists, organisers,… Use new media such as twitter to fuel a societal debate. 5. Become the change you want to see.
  54. 54. The thinking presented in this presentation is ‘work in progress’ and based on my experience working as a transition researcher at VITO, Belgium It arose in my free time and in my own name Let’s cooperate to change the system: twitter: L_gori or leen.gorissen@vito.be

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