A presentation I made for the defense of my graduation project and thesis.

1. Virtual Studio in a new world of music
A realistic solution for a virtual problem

2. About
Me Self reflection
Experience
+ =

3. About
Self reflection
+
+ =

4. Virtual Studio
• Network of music and media professionals
• We offer solutions in music and media production
• We make use of technology and facilities that are
already there
• I connect creativity

5. About
Current music industry
= Investme Productio Distributi

6. About
Cause
Current music industry
= Investme Productio Distributi

7. About
Cause
Current music industry
Effect
= Investme Productio Distributi

8. About
Cause
Current music industry
Effect
= Investme Productio Distributi
Music

9. About
Cause
Current music industry
Effect
= Investme Productio Distributi
Music

10. About
Music technologist’s options: We’re stuck
=

11. About

12. Main question
As a music technologist, what can I do, by
offering quality through a personal approach,
to provide for a place for Virtual Studio in the
changing music world?

13. Model
Artist Development
Goals Tools Conditions Methods
Ways of winning
Why you do it With what you do it Rules of the game
the game
Subject relatie Context

14. Artist Development
Model
Goals Tools Conditions
Why you do it With what you do it Rules of the game
Provide a place for Virtual
Studio in the new music
world
Subject relatie Contex

15. Artist Development
Model
Goals Tools Conditions Methods
Ways of winning
Why you do it With what you do it Rules of the game
the game
• Personal network
• Literature
• Online network
• Drive from the main goal
Subject relatie Context

16. Artist Development
Model
Goals Tools Conditions Methods
Ways of winning
Why you do it With what you do it Rules of the game
the game
I need to know what has changed in and outside the
•
music world
• I need to know where are we going
• I need to reintroduce confidence in investing in music
Subject I need to know what a business model in an open
• relatie Context

17. Artist Development
Model
Tools Conditions Methods
Ways of winning
With what you do it Rules of the game
the game
Research
Development
Making enough mistakes
Subject relatie Context

18. Difficulty
Balance theory and practice.

19. Theory
2009 / 2010
Developing the advisory
General research Literature process
Internship Free Funneling information
Additional work Tribes Developing the new
Experience from others Music 2.0 business model
around Purple Cow Testing on Jazzberry
Internet research (TED, case The Long Tail Back to the drawing board
studies, blogs, The Technium

20. Practice
2009 / 2010
Pragmatic MT as exec. MT as A&R
Start Virtual Studio
research producer manager
Business plan Project ‘Download Composing the VS Jazzberry Sessions
Training in Problem Solved’ Network Finn Silver image
entrepreneurship at Conversations and Preparing the building
‘Talent Nu!’ interviews operation Blue Revolt image
ABN AMRO Summer Preparing VS team 1 building
Workshop Production pilot Yazzoo future plans
school ‘Sustainable Discussions Inshoutout
entrepreneurship’ Presentations Production pilot ‘the
soccer song’

21. Result
Virtual Studio
A new understanding of the concept of a ‘music
technologist’
A concept for a business model in an open system
A clear image on where the music world will evolve
towards
An artist development advisory process to connect
music production and marketing

22. The ‘generalist’ music technologist
- Design music production process is
based on music + image
- Overview
- The connection between investment,
production and distribution
Music technologist
The ‘specialist’ music technologist
- Design music production process is
based on own speciality
- In-depth knowledge on specialization
- Works predominantly with other music
technologists

23. Solution
Cause
Effect
Investment Production Distributio
Music technologist
= stuck

24. Solution
Cause
Effect
Investment Production Distributio

25. Solution
Cause
Effect
Investment Production Distributio
Music technologist - ‘Specialist’

26. Solution
Cause
Music technologist - ‘Generalist’
Effect
Investment Production Distributio
Music technologist - ‘Specialist’

27. Old model
Record Company
Artist Artist & Repertoire department
Investmen Production Distributio
Producer
Engineer
Engineer
Engineer

28. New model
Investmen Meta -
Artist
Production
Music designer
Distributio
Creator
Creator Experience
Creator

29. Main question, reloaded
As a music technologist, what can I do, by offering quality through a
personal approach, to provide for a place for Virtual Studio in the
relationship

30. Artist Development
Goals Tools Conditions Methods
Why you do it With what you do it Rules of the game Ways of winning
the game
Subject relationship
relatie Context

31. Thank