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The Future of Music: Mobile, Video, Social, and...Paid? www.mediafuturist.com www.twitter.com/gleonhard by Gerd Leonhard
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The Future of Music: mobile, social... paid?

Oct 31, 2014

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The pdf from my presentation at the CMC Dublin, June 11, 2010 see http://www.cmc.ie/future-of-music/, on the topic of The Future of Music: from copy to access, from protecting to engaging, from closed to open, from proprietary to public license. Also be sure to read www.musicfutures.com
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Page 1: The Future of Music: mobile, social... paid?

The Future of Music: Mobile, Video, Social, and...Paid?

www.mediafuturist.comwww.twitter.com/gleonhard

by Gerd Leonhard

Page 2: The Future of Music: mobile, social... paid?

IFPI

Page 3: The Future of Music: mobile, social... paid?

What’s important *in this order

Talent & Merit Building an AudienceGetting Recognition Generating Income

Page 4: The Future of Music: mobile, social... paid?

Control = Money

Page 5: The Future of Music: mobile, social... paid?

Connect with Fans, Offer Value, Give Reason to Buy = Money

Control ≠ Money

Page 6: The Future of Music: mobile, social... paid?

Does Protection really make Money...?

Page 7: The Future of Music: mobile, social... paid?

Music is already in the Cloud

300+ ways to share Music!

Page 8: The Future of Music: mobile, social... paid?
Page 9: The Future of Music: mobile, social... paid?

Today

Tomorrow

Cheap, ubiquitous, mobile, social

Connectivity

Page 10: The Future of Music: mobile, social... paid?

A connected world is a different world

New BehaviorsNew Standards

New Social ContractsNew Ways of Remuneration

Ars Electronica 2008

Page 11: The Future of Music: mobile, social... paid?

Copy Economy

Access | Usage |‘Cloud’ Economy

Page 12: The Future of Music: mobile, social... paid?

The Future of Music ‘Consumption’

Page 13: The Future of Music: mobile, social... paid?

It’s all about this, first (and then... to own!)

Page 14: The Future of Music: mobile, social... paid?

Source: istockphoto

The Toll-Booth Challengehow to monetize access rather than copies

Page 15: The Future of Music: mobile, social... paid?

Copy Economy

Access Economy

License

Page 16: The Future of Music: mobile, social... paid?

A collective, compulsory blanket license for Music on the Internet

Page 17: The Future of Music: mobile, social... paid?

Hat tip to Jim Griffin

•Standardized, public licensing terms *•Transparent system of how income is distributed (*initially by country, or region)

•One-stop licenses for all rights, collectively•No differentiation between streaming or downloading (instead, it’s all just ‘use’)

•License fees per user / month, or a percentage of revenues

•License fees can generated in many localized variations (“I pay, you pay, they pay...”)

Page 18: The Future of Music: mobile, social... paid?

We have been here before

LICENSED!

Page 19: The Future of Music: mobile, social... paid?

Just imagine:

If 900 Million people could generate only £ 10 per year / per person, £ 9 Billion would be

available for paying artists.••••

If a blanket license for digital music was available, the license fees per user could be

entirely funded by advertisers, brands, telecoms, device makers and others!

Page 20: The Future of Music: mobile, social... paid?

Hat tip to Jim Griffin

per week

Page 21: The Future of Music: mobile, social... paid?

Could Advertising help to pay for Music?

Page 22: The Future of Music: mobile, social... paid?

Advertising will continue to fund a lot of ‘free’ content

Page 23: The Future of Music: mobile, social... paid?

Because Data is the new Oil

$1 Trillion

Page 24: The Future of Music: mobile, social... paid?

Free Content

Paid Content I pay You pay They pay

Hat tip to Shelly Palmer

Page 25: The Future of Music: mobile, social... paid?

I pay, you pay, they pay *Inspired by Shelly Palmer

Advertisers

Bundles

Subscriptions

Flat Rates

Applications

Telcos & ISPs

Device Makers

Taxes

Social Payments

Micro-Payments

Patronage

Page 26: The Future of Music: mobile, social... paid?
Page 27: The Future of Music: mobile, social... paid?

0

25

50

75

100

Was Will be

Price Users

Music 2.0: the pricing logic flips

Page 28: The Future of Music: mobile, social... paid?

People pay when they see value, when the price is right, and when it’s easy

Page 29: The Future of Music: mobile, social... paid?

Free + + + + + +

Page 30: The Future of Music: mobile, social... paid?

This is the new model

Acceptance of new RealityPermission / License

Fair Collection & DistributionDevelop New Generatives

Page 31: The Future of Music: mobile, social... paid?

The other 3 Billion (O3B) are coming

Page 32: The Future of Music: mobile, social... paid?

Governments

Authors & Creators

Advertisers

Device Makers Consumers

Publishers

Search Engines

Telecoms

We were able to sell copies ‘on our own’, but we can’t ‘Sell Access’ on our own!

Page 33: The Future of Music: mobile, social... paid?

Music 2.0: the inevitable Shift to Open

Open licensesOpen innovationOpen distributionOpen competitionOpen partnershipsOpen technologies

Open data standards

Page 34: The Future of Music: mobile, social... paid?

The 3 most important tools for success

Hat tip to Mike Mesnick / Techdirt

Page 35: The Future of Music: mobile, social... paid?

Magnetism = Money

Page 36: The Future of Music: mobile, social... paid?

Summary

Control ≠ Money

License

Page 37: The Future of Music: mobile, social... paid?

email me at [email protected]/gleonhardfacebook: gleonhard

Thanks for your attention!