mediacamp nottingham presentation 9 may2009
DESCRIPTION
Visual presentation to support my presentation on Online Music for Independent Entrepreneurs as part of MediaCamp Nottingham, 9th May 2009.TRANSCRIPT
Music – Free Like Water?An exploration of online music for independent
music entrepreneurs
MediaCamp Nottingham9th May 2009
Susi O’Neill
What? An Academic Study for MA Media Enterprise answering two key questions:
1) What are the opportunities and challenges facing independent music practitioners, particularly ‘micro’ enterprises operating outside of the traditional music industry, in embracing digital distribution and communications?
2) What skills, business models, and strategies are needed to succeed in the digital economy?
Music Industry 2000
Music Industry 2009
Interviews
Interviews
The changing role and values of the music industry
The changing role and values of the music industry
Early DIY Production
Online Music
Dominance of the MP3
Whatever happened to music shops?
Online Commerce for Real world Places
Live Music and Merchandising
Provocation 5: Results: Summary:“The future of the music economy is in live music, t-shirts and merchandise and that’s good for me.”
Totally agree 11% Partly agree 52% Neither agree nor disagree 11% Partly disagree 13% Totally disagree 8% I don’t know/care 5%
Agree: 63%, Disagree: 21%Other 16%
House Concerts
Teenage Music Fan
The effects of peer-to-peer digital distribution
Provocation 2: Results:“Music has become devalued by bit-torrenting (home taping is still killing music).”
Totally agree 11%Partly agree 19%Neither agree nor disagree 19%Partly disagree 19%Totally disagree 24%I don’t know/care 8%
The changing values of copyright
Provocation 4: Results: Summary:“Copyright is redundant. PRS is the past, Creative Commons is the future.”
Totally agree 3%Partly agree 19%Neither agree nor disagree 21%Partly disagree 17%Totally disagree 25%
I don’t know/care 14%
Agree: 22%Disagree: 43%Other: 35%
Opportunities in digital marketing and social media
Book Launch 2.0
Music Fans
SAVANTS
ENTHUSIASTS
CASUALS
LURKERS
Opportunities in digital marketing and social media
Provocation 7: Results: Summary:“With all these digital platforms, it’s just too hard to reach enough fans to make it worthwhile. I want to play and write music, not spend all my time online.”
Totally agree 14% Partly agree 35%Neither agree nor disagree 10%Partly disagree 19%Totally disagree 13% I don’t know/care 10%
Agree: 49%Disagree, 32%Other 19%
New business and value models
Music, Free Like Water?
Music, Free Like Water?
Provocation 9: Results: Summary:“Music should be free like water. We should pay for it as a service like TV or telecoms and listen to as much as we like. The writers and musicians will all get paid and we won’t need music stores.”
Totally agree 6% Partly agree 13%Neither agree nor disagree 31%Partly disagree 21%Totally disagree 26%I don’t know/care 3%
Agree 19% Disagree 47% Other 34%
The Long Tail
1,000 True Fans
Gatekeepers
Provocation 1: Results: Summary:“The major label music industry is just being replaced by another set of digital media gatekeepers owned by corporates like Last.fm and MySpace and independents can’t easily get past the gate.”
Totally agree 10% Partly agree 40%Neither agree nor disagree 11%Partly disagree 29%Totally disagree 8%I don’t know/care 3%
Agree 50% Disagree 37% Other 13%
Devaluation of Music?
Alternative Funding Models
Micro-patronage (tip-jar)
Fan investment
Pre-Financing
Alternative Funding Models
Business SkillsProvocation 9: Results: Summary:
“It’s up to me to build up a relationship with my fans – blogs, web videos and sites like MySpace are great for that. Why should someone buy music from me unless I’ve made the effort to get them to value me?”
Totally agree 35% Partly agree 31%Neither agree nor disagree 8%Partly disagree 11%Totally disagree 11%I don’t know/care 3%
Agree 66% Disagree 22% Other 12%
Music Industry of the Future
How does this effect other media (film, television, games)?
