1. Kjetil Manheim
Utune, Drammen Norway 18.03.2010

2. Im an artist- whatnow?
> How to communicate and make yourworkknown and spread in the world
http://www.flickr.com/photos/8153468@N04/2668229310
3. Q: How do I succeed in a landscape that looks like a fish marked?
4. Full of pirates, bad bones and free riders?
5. Lets take a look at the situation
6. We love music
7. And what we love, we share
8. http://www.flickr.com/photos/jrossol/
9. It Didntstopthe human behaviour
10. The industry
11. Then came digitalization and later the Internet
12. The sadresult
13. the online media industry cant afford paying for using the content on their sites
As if that wasnt bad enough
14. And whataboutthisguy?
15. Challenge
Over time the music industry has been pushed into a corner where its product is hard to distribute, and even harder to collect upon. And this is despite the fact that people really love their product!
16. Is it reallysharingthat is the problem?
17. What is sharing?And whobenefits from it?
18. The good ol days, back in the 80ies
http://www.flickr.com/photos/tusnelda/4373074884/
19. And had control over mostly everything
. The giants ruled the marked
20. 80ies: nearly no distribution
The recording cost was huge for all small bands, printing your own vinyl was pretty expensive to. The establishedindustry distribution was totally unavailable, the broadcasts was somewhere in Utopia, and there was no cell phones or internet, only the postal services and phones stuck to the wall in the hall
Every available effort was put into one task only: spread the content with zero to spend on marketing I know
Now, what was good about this?
21. They who had a label contract and distribution..got paid
(Not a small thing)
22. Everyone else depended onsharing
(a pretty small thing back then)
23. In 2010: to damnmuchdistribution!
(and (almost) nooneseems to getpaid)
24. But distribution used to be goodstill is
(its just the bus modelthatdoesntfit)
25.
26. We know what has done for protection, but what has done for free culture?
27. What is free culture?What good does it?
28. http://www.flickr.com/photos/tylerstefanich/
29. http://www.flickr.com/photos/tylerstefanich/
30. 31. 32. 33. 34. 35. 36. CC makes the creative world a better place
My humble opinion
http://www.flickr.com/photos/creativecommons/2312740725/in/photostream/
37. Ok, good for art, But what about people sharing?
38. 39. http://www.flickr.com/photos/kentbye/1215052987/sizes/l/
40. Big names
News media
For the masses
Independent
Music media
Musiccatalogue,
peoples talk
Social networksites
Nichemusicsites
Nichemusic
What have you
Blogs & homepages
Microblogs
Directmessages
41. Music is a socialproduct
42. Weshouldmoveaway from traditionalthinkingaroundreleasesand developecontinualreleasesand events as the basis ofrelationshipswith fans
43. Different types ofonline services

My own record collection: Files, CDs, vinyl, (hopefully) bought at a store, on hard drive, syndicates with online services. Money to be collected at point of sale. No money from usage

44. Spotify, Wimp :Replaces my record collection. Money to be collected for usage and file sales/ cd sales 45. Last.fm :Meets social needs, share profile and explore others, discover music. Money to be collected by file sales and usage 46. Myspace, (my) blog etc:Meet the artist, money to be collected by sales, usage, ads, accessories etc 47. Youtube:Be entertained, search find share enjoy. Money soon to be collected per stream (according to Google) 48. Online MediaNot much apart from ATTENTION, but new services offer income opportunities