music 2.0 - the time is now (gerd leonhard at ambc 2009 in sydney
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The Future of the Music and the Public Digital Music LicenseTRANSCRIPT
Music 2.0 - the time is
Now. by Gerd Leonhard‣Futurist
‣ Strategist‣ Author & Blogger
www.mediafuturist.comtwitter.com/gleonhard
Thanks to Flickr.com/alextorrenegra
Only an average of 20% a newspaper’s income is spend on CONTENT CREATION.
Will we keep paying for this...?
Are we willing to pay for...
BuildingsMachinesTrucks / DistributionBonusesCorporate Perks Good ContentCurationSelection
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
‘Normal
The New Premium
Music (Content) is first a Service and an Experience, and only then (maybe) a Product.
If Access replaces Ownership as Default...
AccessEmbodiment
Experience
AccessBundles
How will access to content be paid for?
Paid by 3rd PartiesFlat-Rates
A t t e n t i o n
Income
Structural IncomeStreams
(i.e. built-in, systematic)
Individual Income Streams
(i.e. personal, private)
The Key is Getting Attention. And then, the $$!
Love
Trust
Appreciation
The first question is not: shall I
pay money for your music.
The first question is WHY shall I
pay attention to you.
So there are 3 tasks...
1.Getting more Attention,
maintain & expand the TRUST
2.Convert the Attention into $$
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 royaltiesPro-rata with popularityNo individual permission neededRegulated by lawCollective!
How ...?
• Create a new collective, compulsory digital music license
• Adopt open and transparent business platforms and processes
• Abolish Rights Monopolies• Standardize licenses
The Music 2.0 Logic
Bundled Access to content will create the Foundation
Flat Rates, Bundles, Revenue Shares...
Live-Concerts, Web-Casts, Virtual Shows...
Mobile Device Applications & Software
High Definition Formats
Community Premium Offerings
Many more...
Permission i.e. License
Free gets you to a place where you can get paid.
Fred Wilson, Union Square Ventures
• 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 crucialA large business network is crucialVisibility is crucialThe Internet provides many tools now!
How to fix the Attention Problem1.Start with being Great - because you
can’t fake it anymore2.Be very very very unique and daringly
different (and still real!)3.Make yourself and your content
available: self-publish everything4.Build a vast network of friends,
followers, business contacts5.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
NewsReader Game-Pad Image ViewerTVRadio Phone Message-CenterLibrary
Wallet
Imagine...
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 EconomyAttention Economy
Reputation Economy
Starting selling more things that can’t be copied
How is this going to happen?
Summary
★ email me at [email protected]★ twitter.com/gleonhard★ facebook: gleonhard★ more presentations at
www.mediafuturist.com
Thanks for listening!