The Swedish Model at Rytmus
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Transcript of The Swedish Model at Rytmus
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Om mig
Martin Thörnkvist, Songs I Wish I Had Written
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Om ossSju svenska musikbolag
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Moto Boy, Familjen, Emil Jensen, Division Of Laura Lee, Parken, Juvelen, Audrey, Rigas, Fine Arts Showcase, Elias & The Wizzkids, Mai, Robert Svensson, Matts Katt, Gentle Touch, The LK, Dmitry Fyodorov, Montt Mardié, Soviac, Ed Greene, Scraps Of Tape, Yamon Yamon, Printer, Boeoes Kaelsigen, Jonathan Johansson, Far och Son, Andreas Mattsson, Hell On Wheels, Kalle J, Rubies, Sibiria, Vapnet, The Kid, The Swept-aways, TIAC, Aerial, Regina, etc.
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Musik + idéerPositivaMotpol
Om ossUpplägget
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Musikbranschen.
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Historiskt perspektivStorbolagen: Ägt hela kedjanRädsla för förändring / protektionism
Indiebolagen: Andra förutsättningarDrivande för förändring
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Historiskt perspektivÅterkommande förändringsfientlighet
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“Stäng av internet, det tar död på all kreativitet.”
Elton John, 2007
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Paradigmskifte.
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Digitalisering,decentralisering,demokratisering.
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Samtida perspektiv
CD
MP3
PC
Digitalisering
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Samtida perspektiv
Internet
P2P
Bittorrent
Decentraliserig
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Samtida perspektiv
Inspelning
Reproduktion
Marknadsföring
Försäljning
Demokratisering
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Samtida perspektiv
Kontrollbehov
Brist på förståelse
Gammal modell funkar
Varför hänger herrarna inte med?
Stora organisationer
Analoga värden i digital värld
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iPod.150 miljoner sålda (mars 2008)
120 GB (kostar 2295 kr)Rymmer 30 000 låtar9,90 kr / låt
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297 000 kr.
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Ny era, nya möjligheter,nya idéer.
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Vårt perspektiv
“Stänga ner” är inget alternativMusikintresset ökarNya sätt att ta betaltInte råd att missa ettnytt teknikskifteTillgång istället för brist
Verkligheten
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Popu
läri
tet
Produkter
THE LONG TAIL
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Vårt perspektiv
Diversifierad intäktsströmStörre kaka – mindre för fler
Pengar in vid varje lyssning
Internetekonomi
“Free”
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Att möta verkligheten.
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Vårt perspektiv
Släpp kontroll
Omöjligt att vara bäst på alltFokusera på kärnverksamhetenInvestera i framtid, istället för dåtid
Tro på innehållet
Att möta verkligheten
Sätta sig i förarsätet
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Den nya modellen är att ha flera modeller.
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Speldosa, vinyl, kassett, cd, ringsignal, usb, dvd, radio, reklam, mobiltelefon...Internet
Vårt perspektivOberoende av distributionssätt
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Vårt perspektivStrömmar och smått
Myspace MusicSpotifyMikrobutiker
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Vårt perspektiv
Låga trösklarFilterKontextSociala incitament
Viktiga funktioner
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Nya tjänster:Komplement, inte konkurrent.
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Vårt perspektiv
Andra ögonRörligaTeknikkramareFå med oss tvivlarnaMycket att vinna – för alla
The Swedish Model
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bild på vind
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Musiker.
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Varför ställer sig inte artisterna upp och säger nej?
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“Artisterna har ingen anledning, de får bara 10% av pengarna ändå”
Joppe Pihlgren, Docenterna
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Musikerperspektiv
Är kärnanHar fansViktigaste kund
Stark ställning
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Fortsätter som man alltid gjortOrganiserar sig360-kontraktVägval
ArtistperspektivRedan etablerade
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Metallica vs Timbuktu
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Kreativt utloppFörhandlingslägeDIY 2.0
ArtistperspektivetOetablerade
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DIY 2.0
PlaneraLyssna
Samla Live
Spela in
Sprida
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Vår inställning:
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Tro på musiken.
Möta fansen.
Bättre än gratis.