Futurist Gerd Leonhard talks about how the broadband-enabled, always-on world of digital natives equipped with 4.5 billion mobile devices impacts on emerging cultural practice.
More at http://www.mediafuturist.com/2008/10/artists-and-aud.html
The related event, Partnerships 2.0 see http://www.scottisharts.org.uk/1/professional/audiences/scottishaudiencedevelopmentforum/forum08.aspx set out to explore how to develop audiences for the arts, film and the wider creative industries by maximising (Web 2.0) technology and new partnerships.
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Artists And Audiences In A Connected World Gerd Leonhard Futurist
1. Gerd Leonhard Media Futurist
Getting Attention 2.0: Artists and
Audiences in a Connected World
Presentation at the Scottish Arts Council
‘Partnerships 2.0’ event in Edinburgh
October 23, 2008
Thursday, October 23, 2008
2. Gerd Leonhard Media Futurist
This is a Future that is yours
Eric Schmidt (Google): Almost all of the historic models have limitations in
what consumers could do. You could only watch television on a television.
You could only listen to radio on a radio.
Technology now allows you to mix and match, to do anything you want.
The business models that empower end users are the ones that will win.
The business models that say no to an end use will ultimately be replaced
by one that empowers end users because eventually the consumer gets
what they want.
Thursday, October 23, 2008
3. Gerd Leonhard Media Futurist
Now, for us as ‘Content’ Creators...
Friction is Fiction.
We either engage or we... enrage.
We participate or we... are participated
Thursday, October 23, 2008
6. Gerd Leonhard Media Futurist
Everything is going digital...
3000
Books
published
every
single
Day
Thursday, October 23, 2008
7. When?
Gerd Leonhard Media Futurist
We often overestimate how quickly it will happen
We often underestimate the magnitude of the
changes when it does happen
We have already overestimated the
Internet for the past 10 years!
3% of the world on broadband now
10% on broadband in 18 months
4 Billion mobile users in 12 months
Thursday, October 23, 2008
8. Gerd Leonhard Media Futurist
Imagine: 4 Billion phones connected to the Internet
=
4 Billion people looking for Content!
Thursday, October 23, 2008
9. Gerd Leonhard Media Futurist
Creativity
is the
Currency of the Future
Thursday, October 23, 2008
10. Gerd Leonhard Media Futurist
Once technology becomes dead-simple...
Thursday, October 23, 2008
11. Gerd Leonhard Media Futurist
This is very good news indeed
Source: Flickr hillarylmrore
Thursday, October 23, 2008
12. Gerd Leonhard Media Futurist
Formerly Now
Audience Users
Consumer Co-Creators
Listener Contributors
Peers
Customer Producers
Buyer Promoters...
Thursday, October 23, 2008
13. Gerd Leonhard Media Futurist
These
People are
your new Users
Marketing, Co-Creators
Contributors
Sales and Peers
Producers
Promotions Promoters...
Team
Thursday, October 23, 2008
14. Gerd Leonhard Media Futurist
Sharing is Caring is...Success
Thursday, October 23, 2008
15. Gerd Leonhard Media Futurist
The result of this exploding
Broadband Culture:
Thursday, October 23, 2008
16. Gerd Leonhard Media Futurist
The Coelho Story: ‘Piracy’ as business model
quot;I found a pirated Russian translation of quot;The Alchemistquot;, and we were
selling 1000 copies a year in Russia, that's not very impressive, so I
said OK, let's put the pirate edition online for people to downloadquot;.
“In 2001 it sold 10'000 copies, and everybody was puzzled, and the
next year we went over 100'000quot;.
His publisher had not done any particular promotion.
quot;It was, believe it or not, the free-for-download book. People
downloaded it, started reading it, liked it, and bought it...In the third
year we had over 1 million copies, now we're over 10 million copies in
Russiaquot;.
“Publishers have a tendency to try to protect the content.
It's a lost battle”
Thursday, October 23, 2008
17. Gerd Leonhard Media Futurist
Protecting
our Creations is
“Mission Impossible”
Thursday, October 23, 2008
19. Gerd Leonhard Media Futurist
Asking the ISPs to deep-
package inspect their traffic
and then enforce the rules of
an industry that has utterly
failed to adapt their business
model, is asking for
Censorship
Thursday, October 23, 2008
20. Gerd Leonhard Media Futurist
For Creators,
Obscurity is a much
greater threat than so-
called Piracy
Thursday, October 23, 2008
21. Gerd Leonhard Media Futurist
Instead of Control, Trust is the key to success in a Networked World
http://www.guardian.co.uk/media/2008/apr/21/netmusic
Thursday, October 23, 2008
22. Gerd Leonhard Media Futurist
Without sharing, the creative industries are dead in the water
quot;In the past you were what you owned.
Now you are what you share.quot;
Charles Leadbeater – We Think
Thursday, October 23, 2008
23. Gerd Leonhard Media Futurist
“Copy = Most of the Value”
The traditional Western Paradigm of ‘Copyright
as Sole Value of Content’ is unsustainable
Thursday, October 23, 2008
24. Gerd Leonhard Media Futurist
You can’t really ‘own’ the copy any more but
You can own the Context, the
Meaning, the Relevance, the
Experience, the Embodiment,
the Timing...
Let people share your creations and you will win.
Attention begets income.
Thursday, October 23, 2008
25. Gerd Leonhard Media Futurist
A web-native content business model...?
Based on flat-rate / free access first, then Copy
Based on allowing use not preventing copy
Based many revenue streams selling-copies
Driven by Sharing, User-to-User
Decentralized (user-to-user)
Powered by next-generation Advertising
Multi-platform access but mostly mobile!
Thursday, October 23, 2008
26. Gerd Leonhard Media Futurist
The ‘old’ model won’t work.
Source: UniversalMcCann waves report
Thursday, October 23, 2008
27. Gerd Leonhard Media Futurist
This is a very serious change
Copy Economy
Access /
Usage /
Share
Economy
Thursday, October 23, 2008
28. Gerd Leonhard Media Futurist
Our Future as Creatives: Attention-based Income
explodes while Copy-based income declines *for now
Copy Based Revenues
Attention Based Revenues
Thursday, October 23, 2008
29. Gerd Leonhard Media Futurist
Media 2.0: networked, web-native, de-
centralized, collaborative, engaged, transparent
Thursday, October 23, 2008
30. Gerd Leonhard Media Futurist
Now: the PFKaC, together, can beat ‘the Firms’
Media is social...
again!
Thursday, October 23, 2008
31. Gerd Leonhard Media Futurist
Let’s talk about Hits
It’s all about Niche Success Now
Thursday, October 23, 2008
32. Gerd Leonhard Media Futurist
Getting Attention means getting Income
Thursday, October 23, 2008
33. Gerd Leonhard Media Futurist
Finding and
Being Found
Thursday, October 23, 2008
35. Gerd Leonhard Media Futurist
Why social networks?
Thursday, October 23, 2008
36. Gerd Leonhard Media Futurist
What are your keywords?
Thursday, October 23, 2008
37. Gerd Leonhard Media Futurist
How will you get
Attention?
Thursday, October 23, 2008
38. Gerd Leonhard Media Futurist
First, it’s about Attention -
and then
it’s about converting it to cash!
Thursday, October 23, 2008
39. Gerd Leonhard Media Futurist
๏ Professional amateurs only
๏ 60.000 part-time photographers
๏ 3.5 Million images and 100.000 videos
๏ 38 forum posts per minute
๏ Paid out $27 Million to creators in 2007
๏ 2 Million customers buying
๏ Sold for $50 Million to Getty Images in 2005
๏ Huge cost savings for design firms etc
๏ Great example for lower cost AND higher convenience
๏ Great example for the power of Pro-Am sourcing
๏ Non-crowdsourced incumbents find it hard to compete
Thursday, October 23, 2008
40. Gerd Leonhard Media Futurist
So...become the world’s talent!
Thursday, October 23, 2008
41. Gerd Leonhard Media Futurist
Get used to the concept of 3rd party payments
Thursday, October 23, 2008
42. Gerd Leonhard Media Futurist
Brands + Creators = a Future
Thursday, October 23, 2008
43. Gerd Leonhard Media Futurist
The web powers the global trend towards Feels Like Free
Thursday, October 23, 2008
44. Gerd Leonhard Media Futurist
Example: The digital Music Flat Rate
Thursday, October 23, 2008
45. Gerd Leonhard Media Futurist
And then...
Software
GAmes / Interactive
Books / Print
Films / TV / Video
Music
Thursday, October 23, 2008
46. Gerd Leonhard Media Futurist
Now,
we must ‘sell’ things
that can’t
be
copied
Thursday, October 23, 2008
47. Gerd Leonhard Media Futurist
• If copies lose their ‘value’ we must sell
something that can’t be copied
• Sell the package - not just the content
• Sell experiences and performances
• Sell your ‘brand’
Thursday, October 23, 2008
49. Gerd Leonhard Media Futurist
Generating Attention
• Yes, people want to get to know you
• People must hear about you in many different places
• People must hear about you repeatedly *but with the same message
• Learning to “Fish where the fish are” is crucial
Thursday, October 23, 2008
50. Gerd Leonhard Media Futurist
But how to find the time?
• As a creator, you need to know this
• Setting it up takes some real time, but
afterwards it can be as little as 30 min / day
• This is YOU we are talking about - people
want to connect with YOU
• If you don’t talk nobody will listen!
• Get your fans to help you *** Crowd-sourcing
Thursday, October 23, 2008
51. Gerd Leonhard Media Futurist
What you need: turbo-charged Followers
Thursday, October 23, 2008
52. Gerd Leonhard Media Futurist
Some New Possibilities
‣ Have your fans decide where to do the next
gig (Facebook or Myspace group?)
‣ Have your fans upload pictures of you
‣ Find your next video director online
‣ Source collaborators that will work for free
‣ Have agents discover you online
‣ Find licensors for your content online (films,
ads, games etc)
Thursday, October 23, 2008
53. Gerd Leonhard Media Futurist
But you still need to fish where the fish are!
Thursday, October 23, 2008
55. Gerd Leonhard Media Futurist
No, it’s not all just
• Attention Deficit Disorder on the rise everywhere
• The sheer Noise can be brutal
• Digital Obesity becomes common
• Privacy becomes something you have to ask for
• Digital Darwinism may occur
• The world is your oyster... and your competition!
Thursday, October 23, 2008
56. Gerd Leonhard Media Futurist
Yes, there are many issues, but:
The evils of ‘too open’ or ‘too much
freedom’ will always pale compared
to the evils of closed, central,
controlled and authoritarian system
*which is what we had ;)
Thursday, October 23, 2008
57. Gerd Leonhard Media Futurist
What used to matter...
Cash
Location
Age
Gender
Race
Pedigree
Qualification
Thursday, October 23, 2008
58. Gerd Leonhard Media Futurist
What will matter
Reputation
Merit Credibility
Creativity
Quality
Thursday, October 23, 2008
60. Gerd Leonhard Media Futurist
quot;When the winds of change are blowing,
some people are building shelters, and
others are building windmills.quot;
Chinese Proverb
Thursday, October 23, 2008
61. Gerd Leonhard Media Futurist
www.mediafuturist.com
www.twitter.com/gleonhard
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www.music20thebook.com
www.endofcontrol.com
Thanks for listening!
Thursday, October 23, 2008