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Music 2.0 -
           the time is
             Now.
‣Futurist       by   Gerd Leonhard
‣ Strategist          www.mediafuturist.com

‣ Author & Blogger    twitter.com/gleonhard
Only an average of 20% a newspaper’s
income is spend on CONTENT CREATION.




                              Thanks to Flickr.com/alextorrenegra
Will we keep paying for this...?
Are we willing to pay for...

    Buildings
    Machines
    Trucks / Distribution
    Bonuses
    Corporate Perks
    Good Content
    Curation
    Selection
How will Creators make a living...?
Our new reality: Listen / Use = Copy
We need to let go of the value that
      Unit Sales &
   Distribution had in the
    traditional music business.
“A new Social Contract”
What is this ‘new contract’?




 •
 •
     All use ‘freely’ all pay ‘freely’
     Collectively, and for everyone
 •
 •
     Open and transparent system
     There are many ways to ‘pay’
 •
 •
     Access is granted to everyone
     More value means more payments
 •
 •
     Meter the usage not the copy
     Stop banking on Friction!
Stop banking on Control - bank on


       Trust
Flat-rated & Bundled Content
It used to be...

Premium
  “Option”
   “Extra”



Default
The immediate Future:

The New
Premium


  The
  new
‘Normal
Music (Content) is first
a Service and an
Experience, and only
then (maybe) a
Product.
If Access replaces Ownership as Default...
Experience

Embodiment

Access
How will access to content be paid for?

  Paid by 3rd Parties
          Flat-Rates
           Bundles

     Access
Structural Income             Individual Income
    Streams                        Streams
(i.e. built-in, systematic)       (i.e. personal, private)




         Income
 Attention
The Key is Getting Attention. And then, the $$!

                 Love

                              Trust



                         Appreciation
Music 2.0 - The Time is NOW (Gerd Leonhard at AMBC 2009 in Sydney
The first question is not: shall I

pay money for your
             music.

The first question is WHY shall I

pay attention to
              you.
So there are 3 tasks...


1.Getting more Attention,
 maintain & expand the TRUST
2.Convert the Attention into $$
3.Fix the structural problem -
 ASAP
Because getting paid for Attention is
also a Structural and Political issue
Getting the ‘Pool of Money’ is crucial




What would you rather have?
• 50 Million x $1 via blanket music access fees (shared)
• 100 x $10 from the few people that buy a-la-carte?
What are we paying for, here...?




Not to eat all the food... but to get Access!
Structural Income Streams
• Record & download sales
• Composer’s royalties
• Public performance, Airplay and
  other royalties
  Pro-rata with popularity
  No individual permission needed
  Regulated by law
  Collective!
How ...?

• Create a new collective, compulsory
  digital music license
• Adopt open and transparent
  business platforms and processes
• Abolish Rights Monopolies
• Standardize licenses
The      Many 2.0 Logic
        Music more...
                                             Permission
 Community Premium Offerings
                                             i.e. License
      High Definition Formats


  Mobile Device Applications & Software



Live-Concerts, Web-Casts, Virtual Shows...



 Flat Rates, Bundles, Revenue Shares...



Bundled Access to content will create the Foundation
Free gets you to a place
where you can get paid.
Fred Wilson, Union Square Ventures
Music 2.0 - The Time is NOW (Gerd Leonhard at AMBC 2009 in Sydney
• Provide free and easy access to your
    music, for anyone that is interested *
•   Subsidize the free music with next-
    generation advertising, affiliate sales, data-
    mining and other ‘New Generatives’
•   Addict fans to your offering by providing
    more and more values all the time *
•   Offer a myriad of ways of getting more
    engaged and buy into Premium offerings
•   Convert between 5%-40% of free users to
    paying users
Personal Income Streams
• TV, films, ads: synchronization
• Contract work (writing)
• Concerts & appearances
• Producing
• Sponsors, branding, advertising...
  Your brand value is crucial
  A large business network is crucial
  Visibility is crucial
  The Internet provides many tools now!
How to fix the Attention Problem
1.Start with being Great - because you
 can’t fake it anymore
2.Be very very very unique and daringly
 different (and still real!)
3.Make yourself and your content
 available: self-publish everything
4.Build a vast network of friends,
 followers, business contacts
5.Go there! RL / Meatspace & Online:
 showing up is half the job!
Now, your followers are your Marketing
Bottom Line:

       Great Music +
       Lots of Attention +
       Many followers
       (tribe members) =
       your marketing =
       Income.
Was...
Will be
Great User Interface & User
Experience changes everything
Imagine...




Radio TV Phone Library Message-Center
NewsReader Game-Pad Image Viewer Wallet
The Mobile Use
 *fka ‘Consumption’ of
 Digital Goods is
   the #1 Growth
Story of the next 5
         years
Don’t be too little too late!
Generating Attention
Quit Pushing.

Start Pulling
Work the system!


    Link Economy
  Attention Economy
Reputation Economy
Starting selling
more things that
can’t be copied
How is this going to happen?
Summary
Thanks for listening!

★ email me at gerd@mediafuturist.com
★ twitter.com/gleonhard
★ facebook: gleonhard
★ more presentations at
  www.mediafuturist.com

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Music 2.0 - The Time is NOW (Gerd Leonhard at AMBC 2009 in Sydney

  • 1. Music 2.0 - the time is Now. ‣Futurist by Gerd Leonhard ‣ Strategist www.mediafuturist.com ‣ Author & Blogger twitter.com/gleonhard
  • 2. Only an average of 20% a newspaper’s income is spend on CONTENT CREATION. Thanks to Flickr.com/alextorrenegra
  • 3. Will we keep paying for this...?
  • 4. Are we willing to pay for... Buildings Machines Trucks / Distribution Bonuses Corporate Perks Good Content Curation Selection
  • 5. How will Creators make a living...?
  • 6. Our new reality: Listen / Use = Copy
  • 7. We need to let go of the value that Unit Sales & Distribution had in the traditional music business.
  • 8. “A new Social Contract”
  • 9. What is this ‘new contract’? • • All use ‘freely’ all pay ‘freely’ Collectively, and for everyone • • Open and transparent system There are many ways to ‘pay’ • • Access is granted to everyone More value means more payments • • Meter the usage not the copy Stop banking on Friction!
  • 10. Stop banking on Control - bank on Trust
  • 12. It used to be... Premium “Option” “Extra” Default
  • 13. The immediate Future: The New Premium The new ‘Normal
  • 14. Music (Content) is first a Service and an Experience, and only then (maybe) a Product.
  • 15. If Access replaces Ownership as Default...
  • 17. How will access to content be paid for? Paid by 3rd Parties Flat-Rates Bundles Access
  • 18. Structural Income Individual Income Streams Streams (i.e. built-in, systematic) (i.e. personal, private) Income Attention
  • 19. The Key is Getting Attention. And then, the $$! Love Trust Appreciation
  • 21. The first question is not: shall I pay money for your music. The first question is WHY shall I pay attention to you.
  • 22. So there are 3 tasks... 1.Getting more Attention, maintain & expand the TRUST 2.Convert the Attention into $$ 3.Fix the structural problem - ASAP
  • 23. Because getting paid for Attention is also a Structural and Political issue
  • 24. Getting the ‘Pool of Money’ is crucial What would you rather have? • 50 Million x $1 via blanket music access fees (shared) • 100 x $10 from the few people that buy a-la-carte?
  • 25. What are we paying for, here...? Not to eat all the food... but to get Access!
  • 26. Structural Income Streams • Record & download sales • Composer’s royalties • Public performance, Airplay and other royalties Pro-rata with popularity No individual permission needed Regulated by law Collective!
  • 27. How ...? • Create a new collective, compulsory digital music license • Adopt open and transparent business platforms and processes • Abolish Rights Monopolies • Standardize licenses
  • 28. The Many 2.0 Logic Music more... Permission Community Premium Offerings i.e. License High Definition Formats Mobile Device Applications & Software Live-Concerts, Web-Casts, Virtual Shows... Flat Rates, Bundles, Revenue Shares... Bundled Access to content will create the Foundation
  • 29. Free gets you to a place where you can get paid. Fred Wilson, Union Square Ventures
  • 31. • Provide free and easy access to your music, for anyone that is interested * • Subsidize the free music with next- generation advertising, affiliate sales, data- mining and other ‘New Generatives’ • Addict fans to your offering by providing more and more values all the time * • Offer a myriad of ways of getting more engaged and buy into Premium offerings • Convert between 5%-40% of free users to paying users
  • 32. Personal Income Streams • TV, films, ads: synchronization • Contract work (writing) • Concerts & appearances • Producing • Sponsors, branding, advertising... Your brand value is crucial A large business network is crucial Visibility is crucial The Internet provides many tools now!
  • 33. How to fix the Attention Problem 1.Start with being Great - because you can’t fake it anymore 2.Be very very very unique and daringly different (and still real!) 3.Make yourself and your content available: self-publish everything 4.Build a vast network of friends, followers, business contacts 5.Go there! RL / Meatspace & Online: showing up is half the job!
  • 34. Now, your followers are your Marketing
  • 35. Bottom Line: Great Music + Lots of Attention + Many followers (tribe members) = your marketing = Income.
  • 38. Great User Interface & User Experience changes everything
  • 39. Imagine... Radio TV Phone Library Message-Center NewsReader Game-Pad Image Viewer Wallet
  • 40. The Mobile Use *fka ‘Consumption’ of Digital Goods is the #1 Growth Story of the next 5 years
  • 41. Don’t be too little too late!
  • 44. Work the system! Link Economy Attention Economy Reputation Economy
  • 45. Starting selling more things that can’t be copied
  • 46. How is this going to happen?
  • 48. Thanks for listening! ★ email me at gerd@mediafuturist.com ★ twitter.com/gleonhard ★ facebook: gleonhard ★ more presentations at www.mediafuturist.com