monetizing music in a connected society (berklee alumni event in nashville)

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Monetizing Music in a Connected World Gerd Leonhard, Media Futurist, CEO The Futures Agency @gleonhard

Post on 15-Sep-2014

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The complete 90-page PDF of my presentatio on how to monetize music online (ie. make money with it:)... covering a slew of related topics such as marketing, promotion, social media, facebook commerce, branding, copyright, licensing etc... video to follow soon. enjoy

TRANSCRIPT

Page 1: Monetizing Music in a connected society (Berklee alumni event in Nashville)

Monetizing Music in a Connected World

Gerd Leonhard, Media Futurist, CEO The Futures Agency @gleonhard

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Money is a result not a starting point.

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Merit is where it all starts.

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Merit & Uniqueness Building your Audience

Getting Recognition ***Conversion***

Generating Income

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Building your Audience

Getting Recognition

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Conversion

Generating Income

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Music 1.0: empires Source: http://pages.uoregon.edu/klio/re/11-govt.html

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Music 2.0: Networked, Social, Mobile, De-central, Global, Direct

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An irreversible trend in a digital world (*via Kevin Kelly)

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Your orthodoxies define your realities

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??? “Online, nobody wants to pay for anything” ???

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More movies, videos & TV shows

More commercials on more platforms

More shows & concerts

More streaming & public performance

More branded content

More listeners in developing countries

More users & more interest everywhere

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Attention is Money and leverage is a result of audience loyalty and engagement

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In order to monetize, you need to have

Leverage

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Find and engage your tribe

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Some interesting tribes

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http://www.futureof.biz

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Image licensed from sevensheaven.nl

Empower your fans to spread the word

Pic by Karola Riegler

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150 tribe members + 1000 real fans + + + +

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Generosity comes before remuneration

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Don’t sell yourself as cold, dead fish.

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Get attention

Keep attention

Convert attention

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Artists and Creators

User, fans & the ‘people formerly known as consumers’

Today

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People always pay for the

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Yes, you are a B(r)and

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Sell the brand,

not (just) the

music

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Unique. Real. Not-copyable. Must-see-hear.

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It’s not the volume that counts, but relevance.It’s not the fire-hose but those tasty sips.

It’s not about free it’s about value.It’s not about control it’s about trust.

It’s not about a prospering industry but about the creators and the ‘consumers’ aka users aka fans.

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Your income is directly related to the quality of

your network.

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HD & premium formats

Live events,

webcasts, VoD

Special editions and collectors’ items, incl. physical products

Other media

products (games, apps...)

Fan products

& services

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Image: Flickr.com/sameliImage: Kevin Kelly kk.org

Copy.........Right...?

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A new reality we must - and can - live with

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People of the Book & Paper - People of the Screen

Source: Kevin Kelly

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Are you on all those screens?

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Are you ‘on’ here?

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Conversion

Generating Income

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Up-Selling.

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The new Broadcasters

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The new ‘Airplay’

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The new

Generatives

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F-Commerce

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F-Commerce

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Again, it’s all about Leverage

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Cash is just one way of getting paid

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New ways to raise money for productions

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Go for the niches.

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A real but solvable challenge

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Some ambidexterity is required

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Summary

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You are a Brand

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T r u s t

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Up-Selling.

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Artists,human creativity, ingenuity and real experiences

are (and will be) more important than ever

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www.mediafuturist.com @gleonhard

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