copyright 2.0 and the future of music gerd leonhard norway think tank june 2008

www.mediafuturist.com

Gerd Leonhard

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Thoughts on Copyright 2.0 and Music

‘Follow’me:Twitter:gleonhard+dailywisdomsFacebook:GerdLeonhard

Monday, June 23, 2008

mailto:[email protected]

mailto:[email protected]

http://www.mediafuturist.com



A real distinction between ‘Copy’ vs ‘Performance’ no longer exists

Even if that difference could be maintained: the ‘Selling of Copies’ is no

longer a growing business or sustainable model

The exclusive right to ‘make copies’ is becoming impossible to enforce

Criminalization of Sharing and Policing of Web-Access is not the kind of ‘Justice’ our society can affordNew Permissions & ‘Usage-Rights’ can solve this problem

Do we want the Fair Remuneration of the Creators

or do we prefer - at all costs - to maintain the

Industry’s Control over the Users fka Consumers?


Six points I want to share


www.mediafuturist.com Thanks to technology-induced cultural changes, Listening is Getting




So:

• Why do we still attribute all value solely to ‘the right to make copies’?

• Why do we still treat broadcasting as ‘free’ for the user while ‘copying’

of the same music must be expensive and paid for ‘by the unit’ ?

• Can the broadcasting model (i.e. a blanket license, and music ‘Paid

with Attention’) serve as model for a new digital music license?




The good news is:

We don’t need total control anymore.

We have more powerful options now:

Permission

Participation

Engagement

Sharing




Allowing legal access

Attention and Revenue Sharing

Getting Attention

Permission and AttentionPermission and Attention




Permission and AttentionPermission and Attention

Now:

Now:

Giving Permission

and Participating




“We let the consumer have too much of what they want, too soon, and we

hurt ourselves.... If they just want the single, they gotta get the album. That was how life was. Today we should at least have that option...”

Understandable... but

Maintaining control after release....?




www.mediafuturist.com Control is now firmly with ‘Follow’me:Twitter:gleonhard+dailywisdomsFacebook:GerdLeonhard



We need to turn this around ‘Follow’me:Twitter:gleonhard+dailywisdomsFacebook:GerdLeonhard



and allow this: ‘Follow’me:Twitter:gleonhard+dailywisdomsFacebook:GerdLeonhard



Because Sharing is only at the BEGINNING



4.5 Billion next year.

Not on a per-song ‘copy’ licenseNot on a per-unit ‘copy’ license

Not in India, China, Russia, Brazil, Indonesia...

Not based on controlling and enforcing exclusive rights




That perfect Control we had is ‘Follow’me:Twitter:gleonhard+dailywisdomsFacebook:GerdLeonhard



We need aWeb-Native, Connected

Usage-Rights Model




Everybody gets everybody pays*



www.mediafuturist.com ‘Follow’me:Twitter:gleonhard+dailywisdomsFacebook:GerdLeonhard

I think we all agree on this:

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

Creators must be paid for their workMonday, June 23, 2008

www.mediafuturist.com But rather than this









www.mediafuturist.com I propose this




www.mediafuturist.com Basically...

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




The needling and the damage done - how insistence on the old model hurts us

• Artists still don’t get paid (even though we keep on demanding it)

• Unlicensed, fig-leafed, evasive startups succeed, and legal ones falter!

• Investors ignore fully legal ventures, but fund disruption

• Users aka consumers learn that some illegal activities are perfectly ok

• Trust in the market place and legal system erodes

• 100s of new companies are basing their models on non-traditional

rights models, already

• Remember what happened with Radio: refusal

resulted in very low (or zero) payments





‘Economic Egoism’‘Follow’me:

Twitter:gleonhard+dailywisdomsFacebook:GerdLeonhard


www.mediafuturist.com But: could we refuse?Walled gardens are dying (NYT, AP, Mobile Portals, MSFT...)

Daily advances in technology dwarf all efforts of Control

The law says: Yes

The users say: No

The West says YES the East says NO




www.mediafuturist.com The Digital Music Flat Rate is inevitable

+ =

+ =

~1910

~2009?



www.mediafuturist.com But... where is the new money...? ‘Follow’me:Twitter:gleonhard+dailywisdomsFacebook:GerdLeonhard



There are major issues to be worked out, but:

The potential evils of an Open Network - of ‘Too

Much Freedom’ - will certainly pale beside those

of a Closed, Controlled and Authoritarian Network


www.mediafuturist.com My plea

Let’s trade some of that precious

to unlock and discover new revenues.




Peter Jenner’s ‘war and peace’ cloud




copyright 2.0 and the future of music gerd leonhard norway think tank june 2008

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