Futurist Gerd Leonhard on Open is King - The Future of Music, Canadian Music Week 2008
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Transcript of Futurist Gerd Leonhard on Open is King - The Future of Music, Canadian Music Week 2008
www.mediafuturist.com
Gerd Leonhard
www.mediafuturist.com
Presentation at Canadian Music Week 2008
Open is King:
The Future of Music1Saturday, March 8, 2008
www.mediafuturist.com Nice start but.... where is it going?
ITunes Worldwide Potential
2Saturday, March 8, 2008
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Maybe we’ve got this the wrong way ‘round ?
Rather then try and sell music
in the particular way that WE want to sell it, we must finally start offering it IN THE
WAY THAT PEOPLE
ACTUALLY WANT TO BUY
IT.
3Saturday, March 8, 2008
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This has been the music industry’s response to almost all new ways of using music
With detrimental consequences for the Artists and Writers4Saturday, March 8, 2008
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More Protection will kill us.
Engagement will allow us to prosper. A lot.
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DISRUPTION
Disruption 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.Which side are you on?
What do Amazon Google Nokia Sirius/XM Wordpress Linux
Skype Wikipedia Craigslist Apple Facebook Last.fm Tivo
Netflix Easyjet .... have in common?
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Everywhere else, the shift from Closed to Open is in full swing
8Saturday, March 8, 2008
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The Abject Failure of Music Protection & ControlTrying to control digital distribution via technical protection
measures (DRM / TPM) has FAILED and trying to control
digital distribution via the Networks will fail, too.
1 2 3
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This attitude is what is killing the record industry
13Saturday, March 8, 2008
www.mediafuturist.com This has to end now
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www.mediafuturist.com It’s time for a Change
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A message to the IFPI BPI RIAA CRIA: Say Goodbye to the world of Scarcity
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www.mediafuturist.com and say goodbye to the dominance of Hits
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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 Old tollbooth logic
http://www.repmanblog.com/photos/uncategorized/48750_a.jpg
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www.mediafuturist.com New tollbooth logic
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c o n s u m e r s w i l l P a y w i t h
A t t e n t i o nM u s i c P a i d w i t h
A t t e n t i o n
Y e s - a t t e n t i o n i s r e a l M o n e y
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For the creators
For the Users Feels Like Free
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LicensesSync TV
Film Games
Live Concert
RecordingsWebcasts
SocialNetworks
TicketsUGC AdvertisingRevenue Share
Sponsorships
ProductPlacements
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But we have to offer a license to the networks
first, and enable a Flat Rate that legalizes the
ubiquitous use of music
26Saturday, March 8, 2008
www.mediafuturist.com The Future of Content *Inspired by Kevin Kelly
Copies of digital content will
Feel Like FreeContext is not
The Experience is notPackaging [Alt Out] is not
Curation 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 - whereever, whenever 6. Embodiment & Experience 7. Patronage - "paying simply because it feels good" 8. Findability & Curation
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www.mediafuturist.com Let’s start sharing in those revenues!
Start giving PERMISSION
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And once 4 Billion phones are connected
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www.mediafuturist.com Let’s take a look at GoogleContent
Content
Content
Content
Content
Content
Content
Content
Content
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Search IS Media -what better place to offer your music?
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So why isn’t Google licensed for music yet?
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A huge opportunity
all we need to is to actually PROVIDE THE MUSIC
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How could music NOT make more money in the Future?
We just need to adapt and participate36Saturday, March 8, 2008
www.mediafuturist.com Cheaper Music = More Revenues
Source: Wired / Chris Anderson
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4 Billion songs sold on iTunes.
4 Billion songs ‘sold’ on Yahoo, Napster, Rhapsody et al
400 Billion Songs unsold.
2% of the consumers have engaged so far
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www.mediafuturist.com So, do we need more of this?
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www.mediafuturist.com Or more of this?
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skype me anytime: gleonhard
Thanks for listening!www.mediafuturist.com www.music20book.com
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