musik di era digital
DESCRIPTION
Adalah esai yang saya susun untuk Obsat di acara Musik Indonesia di Era Digital, tahun 2012.TRANSCRIPT
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MUSIK DI JAMAN DIGITALby Robin Malau
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FACT #1The digital age
No place to hide Nowhere to run
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Music = Commercial.
No commerce = no music.
Humans are the source of conflict. Not music nor business.
FACT #2
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Commercial Music in Digital Era.
Do not afraid...
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5 Ages of MediaOral Age
Scribal Age Print Age Electric Age
Digital Age
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THE GREAT RATIO SHIFT
NOT ‘THE DEATH’ OF ANYTHING
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GO NATIVE!
Area Traditional Digital Era Business Models Example
Service Call Centers Peer Communities McAfee
Capitalization A few big investors Crowdfunding KickStarter
Distribution Partnership contracts Open Marketplaces Etsy
Sales Sales Team Incentives Customer Love Evernote
Source: HBR
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All good things happen in the past...
REALLY?
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New Horizon research (via National Association for Music Education)
The Guardian, 2011
Innovation in music business has never come from the music
industry.
Foremost technical designers and engineers in Silicon Valley are almost
all practicing musicians.
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•10 billion iTunes downloads.
•500 million Angry Birds downloads (Nov ’11).
•Mininova torrent download 7 billion/year (all - 2009).
•Indonesia: 237.556.363 population, 210.391.300 mobile subscribers.
NUMBERS LOVE
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BUSINESS MODEL(S)?
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“EASY” IS KILLING “FREE”
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CwF+RtB
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“Alternative to Music Piracy” -Torrent Freak-
Variable pricing: A minimum price… or more.
Raise fund for your art, music projects
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•1997 - American Tour.
•Crowdfund through the internet.
•Gets $60k to fund the tour.
•in 2001 - pre-order album reached 12k, enough for recording.
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Viral videos.
120 million views on YouTube.
Sells 600k records.
Income: licensing & sponsorship.
Product Placement Chevrolet: 14 million views on YouTube
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The stage is empty.
OCCUPY!