Futurist Gerd Leonhard on Open is King - The Future of Music, Canadian Music Week 2008
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www.mediafuturist.com Gerd Leonhard [email protected] www.mediafuturist.com Presentation at Canadian Music Week 2008 Open is King: The Future of Music 1 Saturday, March 8, 2008
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"Let's face it: controlling the digital distribution of music is over. In addition, the Web is forever changing music production, promotion, marketing and even A&R, as well. Any and all music is now available online, permitted or not, streamed or downloaded - if anyone still cares for making that distinction. And as of early 2008, the snake-oiled idea of DRM and digital copy protection is finally, officially, irrevocably, toast, too. The battle for digital control has been lost. For those digital natives, access to music is already replacing ownership. Radio - as we knew it - is now playing second fiddle to Online Social Networks, and the kids are tuning out of MTV & VH1 and into free, web-based, shortform TV like YouTube. Flat rate music proposals are being discussed around the globe, and gathering steam. Now, the key question is this: how can music creators get paid (and indeed, prosper!) in a world of open access, feels-like-free, paying-with-attention, a world where telecom operators, search engines and online giants run the show? How do we make money after we give up control (and it certainly looks there is no other choice)? In his keynote, Gerd will talk about why it is crucial to welcome this change, and let go of the idea of controlling the digital flow of music, and where the new cash will come from - and lots of it, too..."
Transcript of Futurist Gerd Leonhard on Open is King - The Future of Music, Canadian Music Week 2008
www.mediafuturist.com
Gerd Leonhard
www.mediafuturist.com
Presentation at Canadian Music Week 2008
Open is King:
The Future of Music1Saturday, March 8, 2008
www.mediafuturist.com Nice start but.... where is it going?
ITunes Worldwide Potential
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Maybe we’ve got this the wrong way ‘round ?
Rather then try and sell music
in the particular way that WE want to sell it, we must finally start offering it IN THE
WAY THAT PEOPLE
ACTUALLY WANT TO BUY
IT.
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This has been the music industry’s response to almost all new ways of using music
With detrimental consequences for the Artists and Writers4Saturday, March 8, 2008
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More Protection will kill us.
Engagement will allow us to prosper. A lot.
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DISRUPTION
Disruption is good.
Disruption is inevitable.
Disruption is where we must to put our money.
Disruption in the Music Industry = the Creators
and the Users are taking back Control.Which side are you on?
What do Amazon Google Nokia Sirius/XM Wordpress Linux
Skype Wikipedia Craigslist Apple Facebook Last.fm Tivo
Netflix Easyjet .... have in common?
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Everywhere else, the shift from Closed to Open is in full swing
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The Abject Failure of Music Protection & ControlTrying to control digital distribution via technical protection
measures (DRM / TPM) has FAILED and trying to control
digital distribution via the Networks will fail, too.
1 2 3
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This attitude is what is killing the record industry
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www.mediafuturist.com This has to end now
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www.mediafuturist.com It’s time for a Change
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A message to the IFPI BPI RIAA CRIA: Say Goodbye to the world of Scarcity
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www.mediafuturist.com and say goodbye to the dominance of Hits
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T h e P e o p l e
f o r m e r l y
k n o w n a s
C o n s u m e r s
Welcome to
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www.mediafuturist.com Old tollbooth logic
http://www.repmanblog.com/photos/uncategorized/48750_a.jpg
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www.mediafuturist.com New tollbooth logic
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c o n s u m e r s w i l l P a y w i t h
A t t e n t i o nM u s i c P a i d w i t h
A t t e n t i o n
Y e s - a t t e n t i o n i s r e a l M o n e y
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For the creators
For the Users Feels Like Free
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LicensesSync TV
Film Games
Live Concert
RecordingsWebcasts
SocialNetworks
TicketsUGC AdvertisingRevenue Share
Sponsorships
ProductPlacements
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But we have to offer a license to the networks
first, and enable a Flat Rate that legalizes the
ubiquitous use of music
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www.mediafuturist.com The Future of Content *Inspired by Kevin Kelly
Copies of digital content will
Feel Like FreeContext is not
The Experience is notPackaging [Alt Out] is not
Curation is not
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Kevin Kelly: The key is to offer valuable intangibles that can not be reproduced at zero cost, and will thus be paid for:
1. Immediacy - priority access, immediate delivery 2. Personalization - tailored just for you 3. Interpretation - support and guidance 4. Authenticity - be sure it is the real thing? 5. Accessibility - whereever, whenever 6. Embodiment & Experience 7. Patronage - "paying simply because it feels good" 8. Findability & Curation
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www.mediafuturist.com Let’s start sharing in those revenues!
Start giving PERMISSION
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And once 4 Billion phones are connected
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www.mediafuturist.com Let’s take a look at GoogleContent
Content
Content
Content
Content
Content
Content
Content
Content
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Search IS Media -what better place to offer your music?
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So why isn’t Google licensed for music yet?
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A huge opportunity
all we need to is to actually PROVIDE THE MUSIC
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How could music NOT make more money in the Future?
We just need to adapt and participate36Saturday, March 8, 2008
www.mediafuturist.com Cheaper Music = More Revenues
Source: Wired / Chris Anderson
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4 Billion songs sold on iTunes.
4 Billion songs ‘sold’ on Yahoo, Napster, Rhapsody et al
400 Billion Songs unsold.
2% of the consumers have engaged so far
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www.mediafuturist.com So, do we need more of this?
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www.mediafuturist.com Or more of this?
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skype me anytime: gleonhard
Thanks for listening!www.mediafuturist.com www.music20book.com
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