copyright 2.0 and the future of music gerd leonhard norway think tank june 2008
DESCRIPTION
Some Some key points from this presentation (see more at www.mediafuturist.com): * An actual distinction between ‘Copy’ vs ‘Performance’ of music no longer exists * Even if that difference could be maintained: the ‘Selling of Copies’ of music (CDs or downloads) is no longer a growing business, or a sustainable model * The exclusive right to ‘make copies’ is becoming impossible to enforce * Criminalization of Sharing and Policing of Web-Access is not the kind of ‘Justice’ our society can afford (see my response to Paul Mc Guinness' speech at Midem 2008 here) * New Permissions & ‘Usage-Rights’ for Digital Music can and will solve this problem * Do we want the Fair Remuneration of the Creators or do we prefer - at all costs - to maintain the Industry’s Control over the Users fka Consumers?TRANSCRIPT
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Gerd Leonhard
www.mediafuturist.com
Thoughts on Copyright 2.0 and Music
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Monday, June 23, 2008
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A real distinction between ‘Copy’ vs ‘Performance’ no longer exists
Even if that difference could be maintained: the ‘Selling of Copies’ is no
longer a growing business or sustainable model
The exclusive right to ‘make copies’ is becoming impossible to enforce
Criminalization of Sharing and Policing of Web-Access is not the kind of ‘Justice’ our society can affordNew Permissions & ‘Usage-Rights’ can solve this problem
Do we want the Fair Remuneration of the Creators
or do we prefer - at all costs - to maintain the
Industry’s Control over the Users fka Consumers?
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Six points I want to share
Monday, June 23, 2008
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Monday, June 23, 2008
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www.mediafuturist.com Thanks to technology-induced cultural changes, Listening is Getting
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Monday, June 23, 2008
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So:
• Why do we still attribute all value solely to ‘the right to make copies’?
• Why do we still treat broadcasting as ‘free’ for the user while ‘copying’
of the same music must be expensive and paid for ‘by the unit’ ?
• Can the broadcasting model (i.e. a blanket license, and music ‘Paid
with Attention’) serve as model for a new digital music license?
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Monday, June 23, 2008
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Monday, June 23, 2008
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The good news is:
We don’t need total control anymore.
We have more powerful options now:
Permission
Participation
Engagement
Sharing
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Monday, June 23, 2008
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Allowing legal access
Attention and Revenue Sharing
Getting Attention
Permission and AttentionPermission and Attention
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Monday, June 23, 2008
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Permission and AttentionPermission and Attention
Now:
Now:
Giving Permission
and Participating
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Monday, June 23, 2008
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“We let the consumer have too much of what they want, too soon, and we
hurt ourselves.... If they just want the single, they gotta get the album. That was how life was. Today we should at least have that option...”
Understandable... but
Maintaining control after release....?
Monday, June 23, 2008
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www.mediafuturist.com Control is now firmly with ‘Follow’me:Twitter:gleonhard+dailywisdomsFacebook:GerdLeonhard
Monday, June 23, 2008
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We need to turn this around ‘Follow’me:Twitter:gleonhard+dailywisdomsFacebook:GerdLeonhard
Monday, June 23, 2008
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and allow this: ‘Follow’me:Twitter:gleonhard+dailywisdomsFacebook:GerdLeonhard
Monday, June 23, 2008
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Because Sharing is only at the BEGINNING
Monday, June 23, 2008
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4.5 Billion next year.
Not on a per-song ‘copy’ licenseNot on a per-unit ‘copy’ license
Not in India, China, Russia, Brazil, Indonesia...
Not based on controlling and enforcing exclusive rights
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Monday, June 23, 2008
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That perfect Control we had is ‘Follow’me:Twitter:gleonhard+dailywisdomsFacebook:GerdLeonhard
Monday, June 23, 2008
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Monday, June 23, 2008
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We need aWeb-Native, Connected
Usage-Rights Model
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Monday, June 23, 2008
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Everybody gets everybody pays*
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Monday, June 23, 2008
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I think we all agree on this:
http://www.repmanblog.com/photos/uncategorized/48750_a.jpg
Creators must be paid for their workMonday, June 23, 2008
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www.mediafuturist.com But rather than this
http://www.repmanblog.com/photos/uncategorized/48750_a.jpg
Monday, June 23, 2008
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www.mediafuturist.com I propose this
http://www.repmanblog.com/photos/uncategorized/48750_a.jpg
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Monday, June 23, 2008
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www.mediafuturist.com Basically...
http://www.repmanblog.com/photos/uncategorized/48750_a.jpgUse
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Monday, June 23, 2008
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The needling and the damage done - how insistence on the old model hurts us
• Artists still don’t get paid (even though we keep on demanding it)
• Unlicensed, fig-leafed, evasive startups succeed, and legal ones falter!
• Investors ignore fully legal ventures, but fund disruption
• Users aka consumers learn that some illegal activities are perfectly ok
• Trust in the market place and legal system erodes
• 100s of new companies are basing their models on non-traditional
rights models, already
• Remember what happened with Radio: refusal
resulted in very low (or zero) payments
Monday, June 23, 2008
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‘Economic Egoism’‘Follow’me:
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Monday, June 23, 2008
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www.mediafuturist.com But: could we refuse?Walled gardens are dying (NYT, AP, Mobile Portals, MSFT...)
Daily advances in technology dwarf all efforts of Control
The law says: Yes
The users say: No
The West says YES the East says NO
Monday, June 23, 2008
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www.mediafuturist.com The Digital Music Flat Rate is inevitable
+ =
+ =
~1910
~2009?
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Monday, June 23, 2008
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www.mediafuturist.com But... where is the new money...? ‘Follow’me:Twitter:gleonhard+dailywisdomsFacebook:GerdLeonhard
Monday, June 23, 2008
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There are major issues to be worked out, but:
The potential evils of an Open Network - of ‘Too
Much Freedom’ - will certainly pale beside those
of a Closed, Controlled and Authoritarian Network
Monday, June 23, 2008
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www.mediafuturist.com My plea
Let’s trade some of that precious
to unlock and discover new revenues.
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Monday, June 23, 2008
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Peter Jenner’s ‘war and peace’ cloud
Monday, June 23, 2008