music 2.0 - the webinar (july 31 2009)

Music 2.0Webinar

Presentation by Gerd Leonhard

www.mediafuturist.comtwitter.com/gleonhard

www.gerdtube.com

1Thursday, July 30, 2009

‣ Futurist‣ Strategist‣ Author & Blogger

www.mediafuturist.comtwitter.com/gleonhard

Clients such as Google, Nokia, DDB, Sony BMG, Orange / France

Telecom, BBC, ITV, RTL, The European Commission, TribalDDB,

Omnicom, Siemens, Kuoni, Jamendo, COTT...

What I do:

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www.mediafuturist.com

www.music20book.com

www.endofcontrol.com3Thursday, July 30, 2009

Nope...

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YOUR Cookbook

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Total fragmentation is certain - very few models will work for everyone!

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The Printing Press brought us

CopyrightThe Internet brings

us Usage-Rights

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A crucial shift in the content industries:

• Content ‘Pre-Web’: Presenting - and selling - professionally produced Content

• Content ‘Web-Native’: Presenting - and selling - Context, People, Relevance, Packaging, Timeliness - and all types of Content!

New Generatives

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Music (Content) is first a Service and an

Experience, and only then (maybe) a

Product.11Thursday, July 30, 2009

A new social contract....

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Let’s face it:We’ve had a great ride with physical media and

Productized Content - but these days are the past.

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The challenge: Creating New Models!

Was Is 2 years 5 years

Content Consumption (all)Revenue PotentialSuccess with Traditional Content Models

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We need to FORGET the value of distribution in the traditional music business model.

There is only one question: what is your content worth, when, how, where...?

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New Data Economy

New Content

Economy

Next Generation ‘Advertising’

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Welcome to

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Our new reality: Use = Copy

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=

Soon:

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=

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Social Networks are the next Broadcasters

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We are living in an age of Attention Challenge - Distribution is now just a default

Image via http://flickr.com/photos/parsectraveller/

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Decentralization. Pull. Merit. Trust.

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In: Brand Magnetism

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What is the value of Content?

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Asia is teaching us something

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Google & Free Music in China•Free / Feels Like Free Music for China! •Unlimited, unprotected downloads•Paid with Attention, $-ized via Ads• In China, little ‘cannibalization’ concerns•Google is willing to ‘lubricate’• Industry willing because: China is ‘lost’ for

traditional Copyright

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Google Examples

Gives us great stuff for free - and gets us hookedNever messes with our trust - or apologizesKeeps inventing great stuff that makes life easier for usPuts US in the center of their strategiesAsks us to share data in returnWE are in charge of Google’s destiny

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A Culture of APIs: Build yours on mine

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Marketing as we know is dead

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Well...

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But thankfully

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Key trends

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The Browser is the new iPodForrester Research: "Increased adoption of mobile data packages and of connected, dedicated portable media players like the iPod Touch are giving consumers on-the-

go access to previously PC-tethered streaming experiences... Ownership becomes less important if the songs you want are available on demand and on the go."

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Creating added value around your core business

Monetizing around your core business38Thursday, July 30, 2009

What IS the value of Content?

•Quickly changing ways of consumption•Steep premiums for anything physical!•Good electronic UI / UX finally

becomes feasible39Thursday, July 30, 2009

Nobody wants to pay anymore?

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•Free = nobody pays actual $ anywhere•Feels Like Free = the payment is bundled, or hidden, or absorbed somewhere else, or build-in; but: no individual payment decision is required everytime

•Freemium = all users get a strong value free of charge, but a certain percentage select to buy a premium offer beyond the free level

•3rd party pays: someone else pays for my usage because they want access to me (and my data)

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Wisdom of crowds told me:

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How to get those $$

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Freemium: a definitive model for mobile content

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Freemium and New Generatives: Pandora

Convenience

Personalization

Packaging

Premium Experience

‘Paying for Privacy’

Convenience

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Monetizing

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Quality of Access and Experience, Filtering, Context, Community, Packaging,

Relevance, Timeliness, Authenticity.... The New Generatives *read kk.org

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The challenge: toll-booth moving

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New Generatives: Packaging

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New Generatives: Timeliness

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New Generatives: Direct Relationships

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New Generatives: Authenticity

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New Generatives: Added values

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New Generatives: Convenience

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New Generatives: Filtering & Curation

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‘New Money’ Examples

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The B(r)and that Pulls

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Generating Attention

•People want to get to know you•People must hear about you in many different places (not just your own)•People must hear about you repeatedly•Fish where the fish are

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The Future of Content: Copy $ down, Attention $$ up

0

2.5

5.0

7.5

10.0

Was Is Soon Near Future Mid-term Future

Copy Based Revenues Attention Based Revenues

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Music Marketing Futures

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Kevin Kelly @ kk.org: When an offering becomes commoditizedthe solution is to offer valuable intangibles:

1. Immediacy - priority access, immediate delivery 2. Personalization - tailored just for you... ʻMeCastʼ 3. Interpretation & Filtering - support and guidance 4. Authenticity - making sure itʼs the real thing 5. Accessibility - wherever, whenever, however 6. Embodiment, Experience & Packaging 7. Community (i.e. the Tribes) 8. Findability & Curation

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

www.mediafuturist.com

Thanks for listening!

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