the future of the music business: creating a new ecosystem (futurist & keynote speaker gerd...
Post on 17-Oct-2014
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Futurist, Author and Keynote Speaker Gerd Leonhard summarizes the key trends for the future of the music industry - 15 years of presentations on this topic all-in-one :) See all of Gerd's stuff on this topic, and his free books, here: http://gerd.fm/futuremusicTRANSCRIPT
Gerd Leonhard
Futurist, Author, Musician & CEO
TheFuturesAgency
Creating a new Ecosystem: The Future of the Music Industry
@gleonhard@music2dot0
The
futu
re is
already h
ere! The music business seems a
lot like the energy business :(
The
futu
re is
already h
ere!
The Music Industry has been ruled by EGOsystems for way too long
The
futu
re is
already h
ere!
The current Music Ecology is
unsustainable:Rampant inequality
Total lack of transparency
Cartels & monopolies still prevail
Laws & policies paid for by lobbyists
Increasing enclosure of The Commons
Criminalization of Consumers
The
futu
re is
already h
ere!
Piracy is now de!ned as any act of non-
compliancewith rules policies, pricing, restrictions
and TPMs / DRMs...?
....whose economic losses...?
The
futu
re is
already h
ere! “They who can give up essential liberty to obtain a little
temporary safety, deserve neither liberty nor safety” *Benjamin Franklin
The
futu
re is
already h
ere!
The
futu
re is
already h
ere!
Piracy...? ★ is the result of the 1% trying to enforce
outdated business models on the 99%
★ is a temporary consequence of radical consumer empowerment driven by ever-faster data networks and cheaper but even smarter devices
★ the consequence of total market failure as a result of pervasive ignorance and blind control obsession by the incumbent players
CEO of MacMillan UK, April 2011, via PaidContent.org
The
futu
re is
already h
ere!
The
futu
re is
already h
ere! Restricting, protecting, preventing,
disabling ... is a suicidal strategy
The
futu
re is
already h
ere!
The
futu
re is
already h
ere! But: the music business is entering a whole new era:
Mobile | Social | Cloud
The
futu
re is
already h
ere!
Welcome to the
SoLoMo-Cloud
The
futu
re is
already h
ere! 2017: 5 Billion people, 75% mobile Internet,
50+ major platforms, a €250 Billion ad market
The
futu
re is
already h
ere! We must rede!ne the meaning of Selling
- in the future, what will it mean to ‘sell music’?
The
futu
re is
already h
ere!
Every screen is becoming some kind of ‘connected TV or Radio’
The
futu
re is
already h
ere! A huge opportunity for bundling
music - and then offer premiums
The
futu
re is
already h
ere!
By 2017, between 50% to 75% + of all media consumption will be via mobile devices (Gerd’s prediction)
The
futu
re is
already h
ere!
Total Unbundling is inevitable
The
futu
re is
already h
ere! With some exceptions, the business model of
merely selling ‘copies’ of music is
Music .Toast Music. Future
The
futu
re is
already h
ere!
From one-to-many toMany to Many
The
futu
re is
already h
ere! Like it or not: ‘Free’ Access / Listening /
Streaming / Downloading of music has become a de-facto standard and a universal practice
The
futu
re is
already h
ere!
Touch. Play. Connect. Share.Access not ownership *
The
futu
re is
already h
ere! The end of Distribution as the key
success factor, metric and gate-keeper
The
futu
re is
already h
ere!
Access *not ownership
The
futu
re is
already h
ere! Imagine if 3 Billion people switched to legal streaming
*clearly, this will never happen without a collective, standardized, public, EU-wide license
The
futu
re is
already h
ere! Like it or not: for the consumer, access to content
will be much cheaper than copies i.e. ownership
Source: Huf!ngton Post
The
futu
re is
already h
ere!
Up-Selling
Premium-Services
New Generatives
Added Values
The
futu
re is
already h
ere!
* Thanks to Kevin Kelly kk.org
Packaging and Interfaces Curation, Filtering and Selection
Social Context & Relevance Intelligent Aggregation
Assisted Serendipity Timeliness and Personal Relevance
Quality and Trust Guarantee Customization and Personalization
Localization / Contextualization Cloud-to-Device Management
Advertising as Content (Branded Content) Gami!cation
... and many more
The New Generatives *thanks to Kevin Kelly
Fluid + Feels-Like-Free + Freemium | Upselling
+
The
futu
re is
already h
ere! Build income streams around the Music.
Invent added values, pursue collaborative business models
The
futu
re is
already h
ere!
Hyper-Collaboration
The
futu
re is
already h
ere!Creators & Artists: we must embrace change and
focus on solutions based on Collective Objectives
The
futu
re is
already h
ere!
The problem is not the ‘pay’ -
it’s the wall!
Source:
!☺
The
futu
re is
already h
ere!
Is there $ in advertising-supported music?
The
futu
re is
already h
ere!
Big Data will help to fund ‘Big Music’
The
futu
re is
already h
ere!
We are already..
Paying with our Data
The
futu
re is
already h
ere!
Going Direct is becoming...real
The
futu
re is
already h
ere! Ease of use + Choice + Price +
Added Values + Brand = $£€
The
futu
re is
already h
ere!
It’s about Value & Experiences not just Price!
We urgently need a Public Rights Logic that
!ts our Digital Ecosystem
The
futu
re is
already h
ere! Without a public, open, standardized license
for digital music this is very unlikely to last...
The
futu
re is
already h
ere! The ‘free markets’ won’t !x this.
We need must-license provisions, public oversight, regulation for a common goal
The
futu
re is
already h
ere!
Take back the Music Business!Business
CultureInnovation