the future of music: mobile, social... paid?
DESCRIPTION
The pdf from my presentation at the CMC Dublin, June 11, 2010 see http://www.cmc.ie/future-of-music/, on the topic of The Future of Music: from copy to access, from protecting to engaging, from closed to open, from proprietary to public license. Also be sure to read www.musicfutures.comTRANSCRIPT
The Future of Music: Mobile, Video, Social, and...Paid?
www.mediafuturist.comwww.twitter.com/gleonhard
by Gerd Leonhard
IFPI
What’s important *in this order
Talent & Merit Building an AudienceGetting Recognition Generating Income
Control = Money
Connect with Fans, Offer Value, Give Reason to Buy = Money
Control ≠ Money
Does Protection really make Money...?
Music is already in the Cloud
300+ ways to share Music!
Today
Tomorrow
Cheap, ubiquitous, mobile, social
Connectivity
A connected world is a different world
New BehaviorsNew Standards
New Social ContractsNew Ways of Remuneration
Ars Electronica 2008
Copy Economy
Access | Usage |‘Cloud’ Economy
The Future of Music ‘Consumption’
It’s all about this, first (and then... to own!)
Source: istockphoto
The Toll-Booth Challengehow to monetize access rather than copies
Copy Economy
Access Economy
License
A collective, compulsory blanket license for Music on the Internet
Hat tip to Jim Griffin
•Standardized, public licensing terms *•Transparent system of how income is distributed (*initially by country, or region)
•One-stop licenses for all rights, collectively•No differentiation between streaming or downloading (instead, it’s all just ‘use’)
•License fees per user / month, or a percentage of revenues
•License fees can generated in many localized variations (“I pay, you pay, they pay...”)
We have been here before
LICENSED!
Just imagine:
If 900 Million people could generate only £ 10 per year / per person, £ 9 Billion would be
available for paying artists.••••
If a blanket license for digital music was available, the license fees per user could be
entirely funded by advertisers, brands, telecoms, device makers and others!
Hat tip to Jim Griffin
per week
Could Advertising help to pay for Music?
Advertising will continue to fund a lot of ‘free’ content
Because Data is the new Oil
$1 Trillion
Free Content
Paid Content I pay You pay They pay
Hat tip to Shelly Palmer
I pay, you pay, they pay *Inspired by Shelly Palmer
Advertisers
Bundles
Subscriptions
Flat Rates
Applications
Telcos & ISPs
Device Makers
Taxes
Social Payments
Micro-Payments
Patronage
0
25
50
75
100
Was Will be
Price Users
Music 2.0: the pricing logic flips
People pay when they see value, when the price is right, and when it’s easy
Free + + + + + +
This is the new model
Acceptance of new RealityPermission / License
Fair Collection & DistributionDevelop New Generatives
The other 3 Billion (O3B) are coming
Governments
Authors & Creators
Advertisers
Device Makers Consumers
Publishers
Search Engines
Telecoms
We were able to sell copies ‘on our own’, but we can’t ‘Sell Access’ on our own!
Music 2.0: the inevitable Shift to Open
Open licensesOpen innovationOpen distributionOpen competitionOpen partnershipsOpen technologies
Open data standards
The 3 most important tools for success
Hat tip to Mike Mesnick / Techdirt
Magnetism = Money
Summary
Control ≠ Money
License
