Industrie musicale et iphone : comment la musique se diffuse sur les réseaux mobiles

www.mediafuturist.comBy Gerd Leonhard
gerd@mediafuturist.com
www.mediafuturist.com
www.music20book.com
Music 2.0:
Formulating a Web-Native
Music Industry
1Wednesday, July 2, 2008

This has been the music industry’s response
to almost all new innovations and changes:
...usually with detrimental consequences for the Artists and Writers

So now we are here
Source: Flickr

And who has steered this ship?

Really?
Source: NYT

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.

A message to IFPI BPI RIAA CRIA:
Say Goodbye to the World of Scarcity
Source: The LongTail (Chris Anderson)

The End of Scarcity changes everything

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.
What do Amazon Google Nokia Sirius/XM Wordpress Linux
Skype Wikipedia Craigslist Apple Facebook Last.fm Tivo
Netflix Easyjet .... have in common?

A tidal wave of Change
Source: Flickr

C u l t u re
Mark Andreesen
But this is NOT about Technology

Now, we need a
networked, web-native
Music (not Record!) Business.

Music is a
Social Medium

Without sharing, the music business is dead
"In the past you were what you owned. Now you are what you share."
Charles Leadbeater – We Think

Today’s Marketing Keywords:
Co-Creation. Sharing. Communing.

Instead of Control, Trust is the key to success in a Networked World
http://www.guardian.co.uk/media/2008/apr/21/netmusic

Goodbye ‘Control’ Obsession

Goodbye ‘Copy’ as primary value

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 one’s market position
Using copyright as an excuse to extort the users
and the organizations that serve them is wrong
Let’s face it: this is wrong

Goodbye ‘Consumer’as we know them
Source:
Web tbd

T h e P e o p l e
f o r m e r l y
k n o w n a s
C o n s u m e r s
Welcome to

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 ‘selling copies’
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 ‘feels like free’
Open and transparent business practices

Old tollbooth logic
http://www.repmanblog.com/photos/uncategorized/48750_a.jpg

New tollbooth logic

For the creators
For the Users Feels Like
Free

And a flat rate is just the beginning!

The Digital Music Flat Rate is inevitable
+ =
+ =
~1910
~2009?
‘Follow’ me:
Twitter: gleonhard + dailywisdoms
Facebook: Gerd Leonhard

Search IS Media -what better place to offer your music?

So why isn’t Google licensed for music yet?

Let’s start sharing in those revenues!
Start giving PERMISSION

And get ‘paid with attention’

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

Kevin Kelly: The key is to offer valuable
intangibles that can not be reproduced at zero
cost, and will thus be paid for:
1. Immediacy - priority access, immediate delivery
2. Personalization - tailored just for you
3. Interpretation - support and guidance
4. Authenticity - be sure it is the real thing?
5. Accessibility - wherever, whenever
6. Embodiment & Experience
7. Patronage - "paying simply because it feels good"
8. Findability & Curation
Read: http://www.kk.org/thetechnium/archives/2008/01/better_than_fre.php

Welcome to the new record labels: Blogs
Sifting, collating, connecting...
curating - the new A&R

Welcome: The digital Music Flat Rate

When?

"When The winds of change are
blowing, some people are building
shelters, and others are building
windmills." Chinese Proverb

Gerd Leonhard
gerd@mediafuturist.com
www.music20book.com
Thanks for reading ~
Download
my new
book!

Industrie musicale et iphone : comment la musique se diffuse sur les réseaux mobiles

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Industrie musicale et iphone : comment la musique se diffuse sur les réseaux mobiles