www.mediafuturist.com
By Gerd Leonhard
gerd@mediafuturist.com
www.mediafuturist.com
www.music20book.com
Music 2.0:
Formulating a Web-Native
Music Industry
Wednesday, July 2, 2008 1www.mediafuturist.com
This has been the music industryÕs response
to almost all new innovations and changes:
...usually with detrimental consequences for the Artists and Writers
Wednesday, July 2, 2008 2www.mediafuturist.com
So now we are here
Source: Flickr
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And who has steered this ship?
Wednesday, July 2, 2008 4www.mediafuturist.com
Really?
Source: NYT
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The Abject Failure of Music Protection & Control
Trying to control digital distribution via technical protection
measures (DRM / TPM) has failed miserably, and trying to
control digital distribution via the Networks will fail, too.
Wednesday, July 2, 2008 6www.mediafuturist.com
A message to IFPI BPI RIAA CRIA:
Say Goodbye to the World of Scarcity
Source: The LongTail (Chris Anderson)
Wednesday, July 2, 2008 7www.mediafuturist.com
The End of Scarcity changes everything
Wednesday, July 2, 2008 8www.mediafuturist.com
What do Amazon Google Nokia Sirius/XM Wordpress Linux
Skype Wikipedia Craigslist Apple Facebook Last.fm Tivo
Netflix Easyjet .... have in common?
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.
Wednesday, July 2, 2008 9www.mediafuturist.com
Source: Flickr
Wednesday, July 2, 2008 A tidal wave of Change 10But this is NOT about Technology www.mediafuturist.com
C u l t u r e
Mark Andreesen
Wednesday, July 2, 2008 11www.mediafuturist.com
Now, we need a
networked, web-native
Music (not Record!) Business.
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Music is a
Social Medium
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Without sharing, the music business is dead
"In the past you were what you owned. Now you are what you share."
Charles Leadbeater Ð We Think
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TodayÕs Marketing Keywords:
Co-Creation. Sharing. Communing.
Wednesday, July 2, 2008 15www.mediafuturist.com
Instead of Control, Trust is the key to success in a Networked World
http://www.guardian.co.uk/media/2008/apr/21/netmusic
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Goodbye ÔControlÕ Obsession
Wednesday, July 2, 2008 17www.mediafuturist.com
Goodbye ÔCopyÕ as primary value
Wednesday, July 2, 2008 18www.mediafuturist.com
ay, July 2, 2008 19Wednesdwww.mediafuturist.com
LetÕs face it: this is wrong
Wanting to disconnect people because they
download music is wrong.
Criminalizing 90% of the population because of
a lack of a new model to serve them is wrong.
Exploiting market weaknesses to withhold music
licenses is wrong, and so is ruthlessly
capitalizing on oneÕs market position
Using copyright as an excuse to extort the users
and the organizations that serve them is wrong
Wednesday, July 2, 2008 20www.mediafuturist.com
Goodbye ÔConsumer Õ as we know them
Source:
Web tbd
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T h e P e o p l e
f o r m e r l y
Welcome to
k n o w n a s
C o n s u m e r s
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So what would a web-native model look like?
Respect for the Creators and the Users, first and foremost
Based on providing Access first - and then sell a Copy
Based on Usage Rights, not (just) Copyright
Based on dozens of revenue streams, not solely Ôselling copiesÕ
Driven by fully legalized, open Sharing
Driven by Syndication (i.e. the Users marketing what they like)
Decentralized and networked
Powered partly by Advertising 2.0
Multi-platform access but mostly mobile
Bundled in other services, but basic access Ôfeels like freeÕ
Open and transparent business practices
Wednesday, July 2, 2008 23www.mediafuturist.com
Old tollbooth logic
http://www.repmanblog.com/photos/uncategorized/48750_a.jpg
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New tollbooth logic
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For the creators
For the Users
Feels Like
Free
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And a flat rate is just the beginning!
Wednesday, July 2, 2008 27www.mediafuturist.com
The Digital Music Flat Rate is inevitable ÔFollowÕ me:
Twitter: gleonhard + dailywisdoms
Facebook: Gerd Leonhard
~1910
+ =
+
=
~2009?
Wednesday, July 2, 2008 28www.mediafuturist.com
Search IS Media -what better place to offer your music?
Wednesday, July 2, 2008 29www.mediafuturist.com
So why isnÕt Google licensed for music yet?
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LetÕs start sharing in those revenues!
Start giving PERMISSION
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And get Ôpaid with attentionÕ
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The Future of Content *Inspired by Kevin Kelly
Copies of digital content will
Feel Like Free
But:
Context is not
The Experience is not
Packaging [Alt Out] is not
Curation is not
Wednesday, July 2, 2008 33www.mediafuturist.com
Kevin Kelly: The key is to offer valuable
intangibles that can not be reproduced at zero
cost, and will thus be paid for:
Read: http://www.kk.org/thetechnium/archives/2008/01/better_than_fre.php
Wednesday, July 2, 2008 34www.mediafuturist.com
ay, July 2, 2008 35Wednesdwww.mediafuturist.com
Welcome to the new record labels: Blogs
Wednesday, July 2, 2008 36

Sifting, collating, connecting...
curating - the new A&Rwww.mediafuturist.com
Welcome: The digital Music Flat Rate
Wednesday, July 2, 2008 37www.mediafuturist.com
When?
Wednesday, July 2, 2008 38www.mediafuturist.com
"When The winds of change are
blowing, some people are building
shelters, and others are building
windmills." Chinese Proverb
Wednesday, July 2, 2008 39www.mediafuturist.com
Gerd Leonhard
gerd@mediafuturist.com
www.mediafuturist.com
www.music20book.com
Thanks for reading ~
Download
my new
book!
Wednesday, July 2, 2008 40