Uneak White's Personal Brand Exploration Presentation
Music2 Gerd Leonhard on the Next Generation of the Music Business
1. Gerd Leonhard, Digital Music Entrepreneur & ‘Music & Media Futurist’
www.mediafuturist.com
www.gerdpresents.com
CEO, www.sonific.com
The Future of Music &
Music Like Water
gerd@musicfuturist.com
www.gerdleonhard.net (blog)
2. Today, 2 things:
1. Digital music distribution is
out of control - and that will
be a very good thing for all
of us!
2. ‘Music like Water’ will make
all of us a lot more money
than “Music on Plastic”
Gerd Leonhard, Music & Media Futurist www.mediafuturist.com
3. New technologies usually disrupt severely
but always make the market bigger
Big technology changes always take
longer than we think, but then whe they do happen, they happen
much bigger than anyone expected... and that time is NOW.
2007 is a year of drastic changes.
Gerd Leonhard Music & Media Futurist www.mediafuturist.com
4. THIS is the
end of
controlling
distribution
- and the
beginning of
a new boom!
Gerd Leonhard, Music & Media Futurist www.mediafuturist.com
5. Controlling music is an obsession of the past
Participating in the Use of Music is the Future
Gerd Leonhard, Music & Media Futurist www.mediafuturist.com
6. So why do we still have DRM?
Gerd Leonhard, Music & Media Futurist www.mediafuturist.com
7. You think music sharing is out of control now ?
Think again.....
Today, we are here
Tomorrow:
SHARING x 1000
Gerd Leonhard Music & Media Futurist www.mediafuturist.com
9. The reality:
75.000 different devices that play MP3 files
Approx. 75 devices that play DRM’ed files
Gerd Leonhard, Music & Media Futurist gerd@musicfuturist.com
10. Soon...
Today 1 Billion+ devices
75-80 Million devices
Gerd Leonhard, Music & Media Futurist gerd@musicfuturist.com
11. So...
Which of the two options
creates a better market place,
benefits everyone, and will
make a ton more $: an open
format, or a closed format?
Gerd Leonhard, Music & Media Futurist www.mediafuturist.com
12. The business models that
empower the end users are
the ones that will win
Gerd Leonhard, Music & Media Futurist www.mediafuturist.com
13. The Reality: Finding and Being
Found is what generates the $$$$
- it’s the BRAND not the Some
COPY
smart stuff
from PWC
Gerd Leonhard, Music & Media Futurist www.mediafuturist.com
14. From ‘The Network’ to
NETWORKED
Gerd Leonhard Music & Media Futurist www.mediafuturist.com
15. I click - therefore I create value....
I program my
media --- it does
not program me!
Gerd Leonhard, Music & Media Futurist
16. Second: the issue of Ubiquity - Music Like Water
Gerd Leonhard, Music & Media Futurist www.mediafuturist.com
17. Water...
• Everybody uses everybody pays (but not
at each and every point of use)
• Tap water is ubiquitous and ‘feels like
free’, but ‘better water’ generates $100
Billion per year
Gerd Leonhard, Music & Media Futurist www.mediafuturist.com
18. Worldwide, almost a $100 Billion per year is
spent for something you could also get for free!
Gerd Leonhard, Music & Media Futurist www.mediafuturist.com
19. $ 45
$0
Gerd Leonhard, Music & Media Futurist www.mediafuturist.com
20. How is Music... Like Water?
• Music is a basic need, to all, not a luxury (for some)
• Everybody uses, everybody pays (but it can ‘feel free’)
• A ‘right of access’ for all, anytime, anywhere
• Premium water costs extra, too
• ‘Normal’ use ‘feels like free’, excess use costs extra
•Ubiquity INCREASES value
Gerd Leonhard, Music & Media Futurist www.mediafuturist.com
21. Music Like Water would give us growth... like this:
Gerd Leonhard, Music & Media Futurist www.mediafuturist.com
22. Why buy bottled water if tap water is free?
• Guaranteed quality
• Premiums such as
better sound
• Added values and
more options
(interactivity)
• Timeliness (not yet on
tap everywhere)
• “It’s special”
Gerd Leonhard, Music & Media Futurist www.mediafuturist.com
23. But this is the biggest paradigm shift since the printing press
25% buy
Scarcity
Ubiquity
95% buy
23
Gerd Leonhard Music & Media Futurist www.mediafuturist.com
25. And we must finally rid ourselves from the
obsession with selling copies
Gerd Leonhard, Music & Media Futurist www.mediafuturist.com
26. The business of
just ‘selling
copies’ is OVER
Gerd Leonhard, Music & Media Futurist www.mediafuturist.com
27. The new
business is
selling ACCESS
first, and then
some more...
Gerd Leonhard, Music & Media Futurist www.mediafuturist.com
28. Based on these principals
• Not Prevention but Participation
• A new, collective license for the digital use of music
- similar to the broadcast (i.e. radio) license
• Remuneration must be based on monitoring,
tracking, and accounting of ACCESS and USE, not
just on Unit Sales (or Performance)
• Copyright is the principle, Usage Right the reality
Gerd Leonhard, Music & Media Futurist www.mediafuturist.com
29. Challenge your assumptions
Practice un-control... and get more $$
Think ‘Music’ not COPIES
Lose the obsession with hits
Appoint new, clued-in leaders
Gerd Leonhard, Music & Media Futurist www.mediafuturist.com
30. So:
Get out
IN FRONT
of a changing
market place-
NOW
Gerd Leonhard Music & Media Futurist www.mediafuturist.com
31. Gerd Leonhard ‘Music & Media Futurist’
www.mediafuturist.com
www.gerdpresents.com
CEO, www.sonific.com
Thanks for listening-
and talk to me!
gerd@musicfuturist.com
www.gerdleonhard.net (Blog)
Gerd Leonhard, Music & Media Futurist www.mediafuturist.com