Industrie musicale et iphone : comment la musique se diffuse sur les réseaux mobiles

www.mediafuturist.com By Gerd Leonhard

[email protected]

www.mediafuturist.com

www.music20book.com

Music 2.0:

Formulating a Web-Native

Music Industry

1Wednesday, July 2, 2008

http://www.mediafuturist.com


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http://www.music20book.com


www.mediafuturist.com This has been the music industry’s response to almost all new innovations and changes:

...usually with detrimental consequences for the Artists and Writers2Wednesday, July 2, 2008



www.mediafuturist.com So now we are here

Source: Flickr




www.mediafuturist.com And who has steered this ship?





Really?

Source: NYT



The Abject Failure of Music Protection & ControlTrying to control digital distribution via technical protection

measures (DRM / TPM) has failed miserably, and trying to

control digital distribution via the Networks will fail, too.





A message to IFPI BPI RIAA CRIA: Say Goodbye to the World of Scarcity

Source: The LongTail (Chris Anderson)


www.mediafuturist.com The End of Scarcity changes everything





DISRUPTIONDisruption 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.

What do Amazon Google Nokia Sirius/XM Wordpress Linux

Skype Wikipedia Craigslist Apple Facebook Last.fm Tivo

Netflix Easyjet .... have in common?





A tidal wave of Change

Source: Flickr



Cu l t ureMark Andreesen

But this is NOT about Technology





Now, we need a networked, web-native Music (not Record!) Business.


www.mediafuturist.com Music is a

Social Medium



Without sharing, the music business is dead"In the past you were what you owned. Now you are what you share." Charles Leadbeater – We Think





Today’s Marketing Keywords:Co-Creation. Sharing. Communing.



Instead of Control, Trust is the key to success in a Networked World

http://www.guardian.co.uk/media/2008/apr/21/netmusic






www.mediafuturist.com Goodbye ‘Control’ Obsession




www.mediafuturist.com Goodbye ‘Copy’ as primary value





Wanting to disconnect people because they

download music is wrong.

Criminalizing 90% of the population because of

a lack of a new model to serve them is wrong.

Exploiting market weaknesses to withhold music

licenses is wrong, and so is ruthlessly

capitalizing on one’s market position

Using copyright as an excuse to extort the users

and the organizations that serve them is wrong

Let’s face it: this is wrong




www.mediafuturist.com Goodbye ‘Consumer’ as we know them

Source: Web tbd





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




www.mediafuturist.com So what would a web-native model look like?

Respect for the Creators and the Users, first and foremost

Based on providing Access first - and then sell a Copy

Based on Usage Rights, not (just) Copyright

Based on dozens of revenue streams, not solely ‘selling copies’

Driven by fully legalized, open Sharing

Driven by Syndication (i.e. the Users marketing what they like)

Decentralized and networked

Powered partly by Advertising 2.0

Multi-platform access but mostly mobile

Bundled in other services, but basic access ‘feels like free’

Open and transparent business practices




www.mediafuturist.com Old tollbooth logic

http://www.repmanblog.com/photos/uncategorized/48750_a.jpg












www.mediafuturist.com New tollbooth logic





For the creators

For the Users Feels Like Free





And a flat rate is just the beginning!





The Digital Music Flat Rate is inevitable

+ =

+ =

~1910

~2009?

‘Follow’ me:Twitter: gleonhard + dailywisdoms

Facebook: Gerd Leonhard



Search IS Media -what better place to offer your music?





So why isn’t Google licensed for music yet?




www.mediafuturist.com Let’s start sharing in those revenues!

Start giving PERMISSION




www.mediafuturist.com And get ‘paid with attention’




www.mediafuturist.com The Future of Content *Inspired by Kevin Kelly

Copies of digital content will

Feel Like FreeBut:

Context is notThe Experience is not

Packaging [Alt Out] is notCuration is not





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 - wherever, whenever 6. Embodiment & Experience 7. Patronage - "paying simply because it feels good" 8. Findability & Curation

Read: http://www.kk.org/thetechnium/archives/2008/01/better_than_fre.php


http://www.kk.org/thetechnium/archives/2008/01/better_than_fre.php

http://www.kk.org/thetechnium/archives/2008/01/better_than_fre.php

www.mediafuturist.com Welcome to the new record labels: Blogs

Sifting, collating, connecting... curating - the new A&R





Welcome: The digital Music Flat Rate




www.mediafuturist.com When?





"When The winds of change are blowing, some people are building shelters, and others are building windmills." Chinese Proverb




www.mediafuturist.com Gerd Leonhard

[email protected]


www.music20book.com

Thanks for reading ~

Download my new book!








Industrie musicale et iphone : comment la musique se diffuse sur les réseaux mobiles

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Transcript of Industrie musicale et iphone : comment la musique se diffuse sur les réseaux mobiles