music2 gerd leonhard on the next generation of the music business
TRANSCRIPT
![Page 1: Music2 Gerd Leonhard on the Next Generation of the Music Business](https://reader034.vdocuments.us/reader034/viewer/2022052603/55d529c5bb61ebec498b4652/html5/thumbnails/1.jpg)
Gerd Leonhard, Digital Music Entrepreneur & ‘Music & Media Futurist’
www.mediafuturist.com www.gerdpresents.com
CEO, www.sonific.com
The Future of Music &
Music Like [email protected]
www.gerdleonhard.net (blog)
![Page 2: Music2 Gerd Leonhard on the Next Generation of the Music Business](https://reader034.vdocuments.us/reader034/viewer/2022052603/55d529c5bb61ebec498b4652/html5/thumbnails/2.jpg)
Gerd Leonhard, Music & Media Futurist www.mediafuturist.com
Today, 2 things:
1. Digital music distribution is
out of control - and that will
be a very good thing for all
of us!
2. ‘Music like Water’ will make
all of us a lot more money
than “Music on Plastic”
![Page 3: Music2 Gerd Leonhard on the Next Generation of the Music Business](https://reader034.vdocuments.us/reader034/viewer/2022052603/55d529c5bb61ebec498b4652/html5/thumbnails/3.jpg)
Gerd Leonhard Music & Media Futurist www.mediafuturist.com
New technologies usually disrupt severely but always make the market bigger
Big technology changes always take longer than we think, but then whe they do happen, they happen
much bigger than anyone expected... and that time is NOW.2007 is a year of drastic changes.
![Page 4: Music2 Gerd Leonhard on the Next Generation of the Music Business](https://reader034.vdocuments.us/reader034/viewer/2022052603/55d529c5bb61ebec498b4652/html5/thumbnails/4.jpg)
Gerd Leonhard, Music & Media Futurist www.mediafuturist.com
THIS is the end of controllingdistribution - and the beginning of a new boom!
![Page 5: Music2 Gerd Leonhard on the Next Generation of the Music Business](https://reader034.vdocuments.us/reader034/viewer/2022052603/55d529c5bb61ebec498b4652/html5/thumbnails/5.jpg)
Gerd Leonhard, Music & Media Futurist www.mediafuturist.com
Controlling music is an obsession of the pastParticipating in the Use of Music is the Future
![Page 6: Music2 Gerd Leonhard on the Next Generation of the Music Business](https://reader034.vdocuments.us/reader034/viewer/2022052603/55d529c5bb61ebec498b4652/html5/thumbnails/6.jpg)
Gerd Leonhard, Music & Media Futurist www.mediafuturist.com
So why do we still have DRM?
![Page 7: Music2 Gerd Leonhard on the Next Generation of the Music Business](https://reader034.vdocuments.us/reader034/viewer/2022052603/55d529c5bb61ebec498b4652/html5/thumbnails/7.jpg)
Gerd Leonhard Music & Media Futurist www.mediafuturist.com
Today, we are here
You think music sharing is out of control now ? Think again.....
Tomorrow: SHARING x 1000
![Page 8: Music2 Gerd Leonhard on the Next Generation of the Music Business](https://reader034.vdocuments.us/reader034/viewer/2022052603/55d529c5bb61ebec498b4652/html5/thumbnails/8.jpg)
Gerd Leonhard Music & Media Futurist www.mediafuturist.com
8
![Page 9: Music2 Gerd Leonhard on the Next Generation of the Music Business](https://reader034.vdocuments.us/reader034/viewer/2022052603/55d529c5bb61ebec498b4652/html5/thumbnails/9.jpg)
Gerd Leonhard, Music & Media Futurist [email protected]
The reality:
75.000 different devices that play MP3 files
Approx. 75 devices that play DRM’ed files
![Page 10: Music2 Gerd Leonhard on the Next Generation of the Music Business](https://reader034.vdocuments.us/reader034/viewer/2022052603/55d529c5bb61ebec498b4652/html5/thumbnails/10.jpg)
Gerd Leonhard, Music & Media Futurist [email protected]
Today
Soon...
75-80 Million devices
1 Billion+ devices
![Page 11: Music2 Gerd Leonhard on the Next Generation of the Music Business](https://reader034.vdocuments.us/reader034/viewer/2022052603/55d529c5bb61ebec498b4652/html5/thumbnails/11.jpg)
Gerd Leonhard, Music & Media Futurist www.mediafuturist.com
So...
Which of the two options creates a better market place, benefits everyone, and will make a ton more $: an open format, or a closed format?
![Page 12: Music2 Gerd Leonhard on the Next Generation of the Music Business](https://reader034.vdocuments.us/reader034/viewer/2022052603/55d529c5bb61ebec498b4652/html5/thumbnails/12.jpg)
Gerd Leonhard, Music & Media Futurist www.mediafuturist.com
The business models that empower the end users are
the ones that will win
![Page 13: Music2 Gerd Leonhard on the Next Generation of the Music Business](https://reader034.vdocuments.us/reader034/viewer/2022052603/55d529c5bb61ebec498b4652/html5/thumbnails/13.jpg)
Gerd Leonhard, Music & Media Futurist www.mediafuturist.com
Some smart stuff from PWC
The Reality: Finding and Being Found is what generates the $$$$ - it’s the BRAND not the COPY
![Page 14: Music2 Gerd Leonhard on the Next Generation of the Music Business](https://reader034.vdocuments.us/reader034/viewer/2022052603/55d529c5bb61ebec498b4652/html5/thumbnails/14.jpg)
Gerd Leonhard Music & Media Futurist www.mediafuturist.com
F r o m ‘ T h e N e t w o r k ’ t o
N E T W O R K E D
![Page 15: Music2 Gerd Leonhard on the Next Generation of the Music Business](https://reader034.vdocuments.us/reader034/viewer/2022052603/55d529c5bb61ebec498b4652/html5/thumbnails/15.jpg)
Gerd Leonhard, Music & Media Futurist
I click - therefore I create value....
I program my
media --- it does
not program me!
![Page 16: Music2 Gerd Leonhard on the Next Generation of the Music Business](https://reader034.vdocuments.us/reader034/viewer/2022052603/55d529c5bb61ebec498b4652/html5/thumbnails/16.jpg)
Gerd Leonhard, Music & Media Futurist www.mediafuturist.com
Second: the issue of Ubiquity - Music Like Water
![Page 17: Music2 Gerd Leonhard on the Next Generation of the Music Business](https://reader034.vdocuments.us/reader034/viewer/2022052603/55d529c5bb61ebec498b4652/html5/thumbnails/17.jpg)
Gerd Leonhard, Music & Media Futurist www.mediafuturist.com
Water...
• Everybody uses everybody pays (but not at each and every point of use)
• Tap water is ubiquitous and ‘feels like free’, but ‘better water’ generates $100 Billion per year
![Page 18: Music2 Gerd Leonhard on the Next Generation of the Music Business](https://reader034.vdocuments.us/reader034/viewer/2022052603/55d529c5bb61ebec498b4652/html5/thumbnails/18.jpg)
Gerd Leonhard, Music & Media Futurist www.mediafuturist.com
Worldwide, almost a $100 Billion per year is spent for something you could also get for free!
![Page 19: Music2 Gerd Leonhard on the Next Generation of the Music Business](https://reader034.vdocuments.us/reader034/viewer/2022052603/55d529c5bb61ebec498b4652/html5/thumbnails/19.jpg)
Gerd Leonhard, Music & Media Futurist www.mediafuturist.com
$ 0
$ 45
![Page 20: Music2 Gerd Leonhard on the Next Generation of the Music Business](https://reader034.vdocuments.us/reader034/viewer/2022052603/55d529c5bb61ebec498b4652/html5/thumbnails/20.jpg)
Gerd Leonhard, Music & Media Futurist www.mediafuturist.com
How is Music... Like Water?
• Music is a basic need, to all, not a luxury (for some)
• Everybody uses, everybody pays (but it can ‘feel free’)
• A ‘right of access’ for all, anytime, anywhere
• Premium water costs extra, too
• ‘Normal’ use ‘feels like free’, excess use costs extra
•Ubiquity INCREASES value
![Page 21: Music2 Gerd Leonhard on the Next Generation of the Music Business](https://reader034.vdocuments.us/reader034/viewer/2022052603/55d529c5bb61ebec498b4652/html5/thumbnails/21.jpg)
Gerd Leonhard, Music & Media Futurist www.mediafuturist.com
Music Like Water would give us growth... like this:
![Page 22: Music2 Gerd Leonhard on the Next Generation of the Music Business](https://reader034.vdocuments.us/reader034/viewer/2022052603/55d529c5bb61ebec498b4652/html5/thumbnails/22.jpg)
Gerd Leonhard, Music & Media Futurist www.mediafuturist.com
Why buy bottled water if tap water is free?
• Guaranteed quality
• Premiums such as better sound
• Added values and more options (interactivity)
• Timeliness (not yet on tap everywhere)
• “It’s special”
![Page 23: Music2 Gerd Leonhard on the Next Generation of the Music Business](https://reader034.vdocuments.us/reader034/viewer/2022052603/55d529c5bb61ebec498b4652/html5/thumbnails/23.jpg)
Gerd Leonhard Music & Media Futurist www.mediafuturist.com
Ubiquity
23
Internet
95% buy
Scarcity
25% buy
But this is the biggest paradigm shift since the printing press
![Page 24: Music2 Gerd Leonhard on the Next Generation of the Music Business](https://reader034.vdocuments.us/reader034/viewer/2022052603/55d529c5bb61ebec498b4652/html5/thumbnails/24.jpg)
Gerd Leonhard Music & Media Futurist www.mediafuturist.com
![Page 25: Music2 Gerd Leonhard on the Next Generation of the Music Business](https://reader034.vdocuments.us/reader034/viewer/2022052603/55d529c5bb61ebec498b4652/html5/thumbnails/25.jpg)
Gerd Leonhard, Music & Media Futurist www.mediafuturist.com
And we must finally rid ourselves from the
obsession with selling copies
![Page 26: Music2 Gerd Leonhard on the Next Generation of the Music Business](https://reader034.vdocuments.us/reader034/viewer/2022052603/55d529c5bb61ebec498b4652/html5/thumbnails/26.jpg)
Gerd Leonhard, Music & Media Futurist www.mediafuturist.com
The business of
just ‘selling copies’ is OVER
![Page 27: Music2 Gerd Leonhard on the Next Generation of the Music Business](https://reader034.vdocuments.us/reader034/viewer/2022052603/55d529c5bb61ebec498b4652/html5/thumbnails/27.jpg)
Gerd Leonhard, Music & Media Futurist www.mediafuturist.com
The new business is
selling ACCESS first, and then
some more...
![Page 28: Music2 Gerd Leonhard on the Next Generation of the Music Business](https://reader034.vdocuments.us/reader034/viewer/2022052603/55d529c5bb61ebec498b4652/html5/thumbnails/28.jpg)
Gerd Leonhard, Music & Media Futurist www.mediafuturist.com
Based on these principals
• Not Prevention but Participation
• A new, collective license for the digital use of music - similar to the broadcast (i.e. radio) license
• Remuneration must be based on monitoring, tracking, and accounting of ACCESS and USE, not just on Unit Sales (or Performance)
• Copyright is the principle, Usage Right the reality
![Page 29: Music2 Gerd Leonhard on the Next Generation of the Music Business](https://reader034.vdocuments.us/reader034/viewer/2022052603/55d529c5bb61ebec498b4652/html5/thumbnails/29.jpg)
Gerd Leonhard, Music & Media Futurist www.mediafuturist.com
Challenge your assumptions Practice un-control... and get more $$ Think ‘Music’ not COPIES Lose the obsession with hits Appoint new, clued-in leaders
![Page 30: Music2 Gerd Leonhard on the Next Generation of the Music Business](https://reader034.vdocuments.us/reader034/viewer/2022052603/55d529c5bb61ebec498b4652/html5/thumbnails/30.jpg)
Gerd Leonhard Music & Media Futurist www.mediafuturist.com
So:
G e t o u t
I N F R O N T
o f a c h a n g i n g m a r k e t p l a c e -
N O W
![Page 31: Music2 Gerd Leonhard on the Next Generation of the Music Business](https://reader034.vdocuments.us/reader034/viewer/2022052603/55d529c5bb61ebec498b4652/html5/thumbnails/31.jpg)
Gerd Leonhard, Music & Media Futurist www.mediafuturist.com
Gerd Leonhard ‘Music & Media Futurist’
www.mediafuturist.com www.gerdpresents.com
CEO, www.sonific.com
Thanks for listening- and talk to me!
www.gerdleonhard.net (Blog)