music 2.0: a web native music industry, by gerd leonhard
DESCRIPTION
The Future of Music is shaping up all around us: 'feels like free' digital music flat rates, legal sharing and 'Music Like Water'. Friction IS Fiction and the new music industry will be 100% web-native. Read more at www.music20book.com (free pdf download) and www.musiclikewater.netTRANSCRIPT
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www.mediafuturist.com By Gerd Leonhard
www.mediafuturist.com
www.music20book.com
Music 2.0:
Formulating a Web-Native
Music Industry
1Wednesday, July 2, 2008
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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
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www.mediafuturist.com So now we are here
Source: Flickr
3Wednesday, July 2, 2008
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www.mediafuturist.com And who has steered this ship?
4Wednesday, July 2, 2008
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Really?
Source: NYT
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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.
6Wednesday, July 2, 2008
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A message to IFPI BPI RIAA CRIA: Say Goodbye to the World of Scarcity
Source: The LongTail (Chris Anderson)
7Wednesday, July 2, 2008
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www.mediafuturist.com The End of Scarcity changes everything
8Wednesday, July 2, 2008
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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?
9Wednesday, July 2, 2008
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A tidal wave of Change
Source: Flickr
10Wednesday, July 2, 2008
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Cu l t ureMark Andreesen
But this is NOT about Technology
11Wednesday, July 2, 2008
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Now, we need a networked, web-native Music (not Record!) Business.
12Wednesday, July 2, 2008
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www.mediafuturist.com Music is a
Social Medium
13Wednesday, July 2, 2008
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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
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Today’s Marketing Keywords:Co-Creation. Sharing. Communing.
15Wednesday, July 2, 2008
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Instead of Control, Trust is the key to success in a Networked World
http://www.guardian.co.uk/media/2008/apr/21/netmusic
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www.mediafuturist.com Goodbye ‘Control’ Obsession
17Wednesday, July 2, 2008
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www.mediafuturist.com Goodbye ‘Copy’ as primary value
18Wednesday, July 2, 2008
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19Wednesday, July 2, 2008
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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
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www.mediafuturist.com Goodbye ‘Consumer’ as we know them
Source: Web tbd
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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 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
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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
25Wednesday, July 2, 2008
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For the creators
For the Users Feels Like Free
26Wednesday, July 2, 2008
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And a flat rate is just the beginning!
27Wednesday, July 2, 2008
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The Digital Music Flat Rate is inevitable
+ =
+ =
~1910
~2009?
‘Follow’ me:Twitter: gleonhard + dailywisdoms
Facebook: Gerd Leonhard
28Wednesday, July 2, 2008
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Search IS Media -what better place to offer your music?
29Wednesday, July 2, 2008
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So why isn’t Google licensed for music yet?
30Wednesday, July 2, 2008
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www.mediafuturist.com Let’s start sharing in those revenues!
Start giving PERMISSION
31Wednesday, July 2, 2008
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www.mediafuturist.com And get ‘paid with attention’
32Wednesday, July 2, 2008
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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
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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 - 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
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www.mediafuturist.com Welcome to the new record labels: Blogs
Sifting, collating, connecting... curating - the new A&R
36Wednesday, July 2, 2008
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Welcome: The digital Music Flat Rate
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www.mediafuturist.com When?
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"When The winds of change are blowing, some people are building shelters, and others are building windmills." Chinese Proverb
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www.mediafuturist.com Gerd Leonhard
www.mediafuturist.com
www.music20book.com
Thanks for reading ~
Download my new book!
40Wednesday, July 2, 2008