Music 2.0 Webinar Presentation by Gerd Leonhard www.mediafuturist.com twitter.com/gleonhard www.gerdtube.com 1 Thursday, July 30, 2009
May 09, 2015
Music 2.0Webinar
Presentation by Gerd Leonhard
www.mediafuturist.comtwitter.com/gleonhard
www.gerdtube.com
1Thursday, July 30, 2009
‣ Futurist‣ Strategist‣ Author & Blogger
www.mediafuturist.comtwitter.com/gleonhard
Clients such as Google, Nokia, DDB, Sony BMG, Orange / France
Telecom, BBC, ITV, RTL, The European Commission, TribalDDB,
Omnicom, Siemens, Kuoni, Jamendo, COTT...
What I do:
2Thursday, July 30, 2009
www.mediafuturist.com
www.music20book.com
www.endofcontrol.com3Thursday, July 30, 2009
Nope...
4Thursday, July 30, 2009
YOUR Cookbook
5Thursday, July 30, 2009
6Thursday, July 30, 2009
Total fragmentation is certain - very few models will work for everyone!
7Thursday, July 30, 2009
8Thursday, July 30, 2009
The Printing Press brought us
CopyrightThe Internet brings
us Usage-Rights
9Thursday, July 30, 2009
A crucial shift in the content industries:
• Content ‘Pre-Web’: Presenting - and selling - professionally produced Content
• Content ‘Web-Native’: Presenting - and selling - Context, People, Relevance, Packaging, Timeliness - and all types of Content!
New Generatives
10Thursday, July 30, 2009
Music (Content) is first a Service and an
Experience, and only then (maybe) a
Product.11Thursday, July 30, 2009
A new social contract....
12Thursday, July 30, 2009
Let’s face it:We’ve had a great ride with physical media and
Productized Content - but these days are the past.
13Thursday, July 30, 2009
The challenge: Creating New Models!
Was Is 2 years 5 years
Content Consumption (all)Revenue PotentialSuccess with Traditional Content Models
14Thursday, July 30, 2009
We need to FORGET the value of distribution in the traditional music business model.
There is only one question: what is your content worth, when, how, where...?
15Thursday, July 30, 2009
New Data Economy
New Content
Economy
Next Generation ‘Advertising’
16Thursday, July 30, 2009
17Thursday, July 30, 2009
Welcome to
18Thursday, July 30, 2009
Our new reality: Use = Copy
19Thursday, July 30, 2009
=
Soon:
20Thursday, July 30, 2009
=
21Thursday, July 30, 2009
Social Networks are the next Broadcasters
22Thursday, July 30, 2009
We are living in an age of Attention Challenge - Distribution is now just a default
Image via http://flickr.com/photos/parsectraveller/
23Thursday, July 30, 2009
Decentralization. Pull. Merit. Trust.
24Thursday, July 30, 2009
In: Brand Magnetism
25Thursday, July 30, 2009
What is the value of Content?
26Thursday, July 30, 2009
Asia is teaching us something
27Thursday, July 30, 2009
28Thursday, July 30, 2009
Google & Free Music in China•Free / Feels Like Free Music for China! •Unlimited, unprotected downloads•Paid with Attention, $-ized via Ads• In China, little ‘cannibalization’ concerns•Google is willing to ‘lubricate’• Industry willing because: China is ‘lost’ for
traditional Copyright
29Thursday, July 30, 2009
30Thursday, July 30, 2009
Google Examples
Gives us great stuff for free - and gets us hookedNever messes with our trust - or apologizesKeeps inventing great stuff that makes life easier for usPuts US in the center of their strategiesAsks us to share data in returnWE are in charge of Google’s destiny
31Thursday, July 30, 2009
A Culture of APIs: Build yours on mine
32Thursday, July 30, 2009
Marketing as we know is dead
33Thursday, July 30, 2009
Well...
34Thursday, July 30, 2009
But thankfully
35Thursday, July 30, 2009
Key trends
36Thursday, July 30, 2009
The Browser is the new iPodForrester Research: "Increased adoption of mobile data packages and of connected, dedicated portable media players like the iPod Touch are giving consumers on-the-
go access to previously PC-tethered streaming experiences... Ownership becomes less important if the songs you want are available on demand and on the go."
37Thursday, July 30, 2009
Creating added value around your core business
Monetizing around your core business38Thursday, July 30, 2009
What IS the value of Content?
•Quickly changing ways of consumption•Steep premiums for anything physical!•Good electronic UI / UX finally
becomes feasible39Thursday, July 30, 2009
Nobody wants to pay anymore?
40Thursday, July 30, 2009
41Thursday, July 30, 2009
•Free = nobody pays actual $ anywhere•Feels Like Free = the payment is bundled, or hidden, or absorbed somewhere else, or build-in; but: no individual payment decision is required everytime
•Freemium = all users get a strong value free of charge, but a certain percentage select to buy a premium offer beyond the free level
•3rd party pays: someone else pays for my usage because they want access to me (and my data)
42Thursday, July 30, 2009
Wisdom of crowds told me:
43Thursday, July 30, 2009
How to get those $$
44Thursday, July 30, 2009
45Thursday, July 30, 2009
Freemium: a definitive model for mobile content
46Thursday, July 30, 2009
Freemium and New Generatives: Pandora
Convenience
Personalization
Packaging
Premium Experience
‘Paying for Privacy’
Convenience
47Thursday, July 30, 2009
Monetizing
48Thursday, July 30, 2009
Quality of Access and Experience, Filtering, Context, Community, Packaging,
Relevance, Timeliness, Authenticity.... The New Generatives *read kk.org
49Thursday, July 30, 2009
The challenge: toll-booth moving
50Thursday, July 30, 2009
New Generatives: Packaging
51Thursday, July 30, 2009
New Generatives: Timeliness
52Thursday, July 30, 2009
New Generatives: Direct Relationships
53Thursday, July 30, 2009
New Generatives: Authenticity
54Thursday, July 30, 2009
New Generatives: Added values
55Thursday, July 30, 2009
New Generatives: Convenience
56Thursday, July 30, 2009
New Generatives: Filtering & Curation
57Thursday, July 30, 2009
‘New Money’ Examples
58Thursday, July 30, 2009
The B(r)and that Pulls
59Thursday, July 30, 2009
Generating Attention
•People want to get to know you•People must hear about you in many different places (not just your own)•People must hear about you repeatedly•Fish where the fish are
60Thursday, July 30, 2009
The Future of Content: Copy $ down, Attention $$ up
0
2.5
5.0
7.5
10.0
Was Is Soon Near Future Mid-term Future
Copy Based Revenues Attention Based Revenues
61Thursday, July 30, 2009
Music Marketing Futures
62Thursday, July 30, 2009
Kevin Kelly @ kk.org: When an offering becomes commoditizedthe solution is to offer valuable intangibles:
1. Immediacy - priority access, immediate delivery 2. Personalization - tailored just for you... ʻMeCastʼ 3. Interpretation & Filtering - support and guidance 4. Authenticity - making sure itʼs the real thing 5. Accessibility - wherever, whenever, however 6. Embodiment, Experience & Packaging 7. Community (i.e. the Tribes) 8. Findability & Curation
63Thursday, July 30, 2009
64Thursday, July 30, 2009
Please talk back★ email me at [email protected]★ twitter.com/gleonhard★ facebook: gleonhard★ more presentations at
www.mediafuturist.com
Thanks for listening!
65Thursday, July 30, 2009