Monetizing Music in a Connected World Gerd Leonhard, Media Futurist, CEO The Futures Agency @gleonhard
Monetizing Music in a connected society (Berklee alumni event in Nashville)
Sep 15, 2014
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
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Monetizing Music in a Connected World
Gerd Leonhard, Media Futurist, CEO The Futures Agency @gleonhard
Money is a result not a starting point.
Merit is where it all starts.
Merit & Uniqueness Building your Audience
Getting Recognition ***Conversion***
Generating Income
Building your Audience
Getting Recognition
Conversion
Generating Income
Music 1.0: empires Source: http://pages.uoregon.edu/klio/re/11-govt.html
Music 2.0: Networked, Social, Mobile, De-central, Global, Direct
An irreversible trend in a digital world (*via Kevin Kelly)
Your orthodoxies define your realities
??? “Online, nobody wants to pay for anything” ???
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
Attention is Money and leverage is a result of audience loyalty and engagement
In order to monetize, you need to have
Leverage
Find and engage your tribe
Some interesting tribes
Image licensed from sevensheaven.nl
Empower your fans to spread the word
Pic by Karola Riegler
150 tribe members + 1000 real fans + + + +
Generosity comes before remuneration
Don’t sell yourself as cold, dead fish.
Get attention
Keep attention
Convert attention
Artists and Creators
User, fans & the ‘people formerly known as consumers’
Today
People always pay for the
Yes, you are a B(r)and
Sell the brand,
not (just) the
music
Unique. Real. Not-copyable. Must-see-hear.
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.
Your income is directly related to the quality of
your network.
HD & premium formats
Live events,
webcasts, VoD
Special editions and collectors’ items, incl. physical products
Other media
products (games, apps...)
Fan products
& services
Image: Flickr.com/sameliImage: Kevin Kelly kk.org
Copy.........Right...?
A new reality we must - and can - live with
People of the Book & Paper - People of the Screen
Source: Kevin Kelly
Are you on all those screens?
Are you ‘on’ here?
Conversion
Generating Income
Up-Selling.
The new Broadcasters
The new ‘Airplay’
The new
Generatives
F-Commerce
F-Commerce
Again, it’s all about Leverage
Cash is just one way of getting paid
New ways to raise money for productions
Go for the niches.
A real but solvable challenge
Some ambidexterity is required
Summary
You are a Brand
T r u s t
Up-Selling.
Artists,human creativity, ingenuity and real experiences
are (and will be) more important than ever
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