How do we change the future in the face of major uncertainty? The music industry has been fighting in public about the present as major power and economic shifts are happening. This SXSW Panel Picker pitch is a very short version of an hour-long discussion of how we get 20/20 vision about possible futures in music and how we set our sights on the directions of desired change.

1. Music 20/20
How can we see clearly down
the road?
Flickr/Bruce McKay cc 2.0

2. CHANGE THE FUTURE
How can we get 20/20 vision about
possible futures in music and set our
sights on the directions of desired
change?
Flickr/joceykinghorn cc 2.0

3. Silos of
Streaming
Forces of Change
Music
2000 &
2010
Music
2015 &
2016
Music
2020
Sharing
Economy/
SaaS
Smartphones &
Geolocation
Digital
Oligopolies
Changing Live
Events
Global
Seismic
Shifts
Customer as
Data
Product

4. Rethinking
How We
Innovate
What does it mean to
Create and Collaborate in
the Future?
 Speed of change by
Platform-based
innovation
 Pivoting
 Complex rights flows
 Detangling the silos
 Personal data as fuel –
selling behavior
 Fans as Product
Flickr/familymwr cc 2.0

5. Drivers of Change
What are the main drivers taking us into the music worlds
of 2020?
How can we understand the social, political, technological,
and economic forces?
How are Values changing?
Human Systems Possible Futures
Interactions Values
Social
Tech
Economic Political
2020
Drivers
2020
2020

6. Core Challenges to Explore
What can my company or artist do to thrive in
2020?
What skills and capacities need to change?
Who will be "winning" and how do we work
with them?
What will an Artist’s Life be like?
Flickr/joceykinghorn cc 2.0

7. How can we impact
these possible futures?
Are they Given
Can we together Shift
Direction?
Flickr/familymwr cc 2.0

8. Vote in the SXSW Panel Picker
Find us at http://panelpicker.sxsw.com
Email questions to gigi.johnson@ucla.edu at
the UCLA Center for Music Innovation