Innovating Entertainment - MusicRow 2.0, How Nashville keeps the title of "Music City" In the New Entertainment World

Innovating
Entertainment
MusicRow 2.0 -
How Nashville keeps the title of "Music
City" In the New Entertainment World

PodCamp Nashville 2011
by John Pisciotta www.ripcordentertainmnent.com PodCamp Nashville 2011
Sunday, March 27, 2011 1

Focus Areas
L ook Back
3 E ra s o f E n t e rt a i n m e n t I n n ov a t i o n
L o o k A ro u n d
E nt ert a i nmen t D i s ru pt i o n
L ook In
En tert a i nment In n ov a t i o n M a t ri x
L o o k Fo r w a rd
Why now is the best time for
In novat i ng E n t ert a i n men t
Q&A

John Pisciotta Biography
• Founder - CEO at MusicSynk.com

• Entrepreneur in Residence at Blue Arc Capital

• Managing Partner, Ripcord Entertainment Companies - focused on
building future facing media companies

• American Music Award, song of the year & video of the year
nominations, Pink, Vince Gill, Amy Grant, Richard Marx, Steven
Chapman, Stone Cold Steve Austin, MTV, CNN, ESPN, Peter Cetera,
Michael Omartian, Adam Anders (Glee) Jay Demarcus (Rascal Flats)

• Co-author, The Fear Killer - how to dismantle fear in your daily
living, dreaming and doing

• Organizer - Innovation Group Nashville

• contact: john@ripcordentertainment.com


Interviewer: “What do you think is the
biggest problem plaguing the music
business right now?

Reply: “A lack of understanding that
we’re no longer a music business”.
Manager, Scooter Braun, in Billboard


A Look Back


3 Eras of
Entertainment
Innovation


The First Era
• Physical experience only
• Sheet music and player pianos


The Second Era
• innovation that came out of the industrial age
• driven by physical product and radio
• platinum records - top 40 radio
• Innovation < Creativity
• repeatable-formula


Now Entering a Third Grand Era of Music
• Structural, not cyclical change for global entertainment
& media industry
• In some ways this could be called “the perfect storm”
• The previous 2 eras were built for a unconnected
world
• Rare opportunity


A Look Around


Disruptive/Opportunities
Data, Stats, Facts
• Music is the most popular category on
Youtube accounting for 31% of all views
• 10 Billion Videos Streamed Last Month In U.S. -
Live Video Streaming up 600%
• Livevs. '09 and sold 16%3% more concerts in
'10
Nation promoted
less tickets
• Half of the world is under the age of 25
• The previous world was built for a
unconnected
industry


Performance Mechanical Sync Touring

4 0 M 50% B 2.9B
.5 $
$ 9 ro p $2
Collects from
d Market
-Radio Performance Collects from Collects from
fell 12 percent
Royalties -Physical CDs -Film & TV
-Advertising
-Video Gaming
-ASCAP
-BMI -Harry Fox Agency
-SESAC

The Romantic And
the Revolutionary
-2 Schools of Thought


Romanticize the past

Mantra: Everything New Sucks

The past is always
better than the future


Everything Should be “Free”

Mantra: Record Labels are Evil!

•“I really like the house you built”
•“I think I should have it”
•“Your wrong for saying I shouldn't have it”

•In reality, Real Estate is like Music Copyrights...
•Some very valuable, and some are not


Both are Incorrect


3rd Way• The heavy lifting
• Deep domain experiences
• Can see around corners
• Vision>Committee
• Bias towards action
• Take the best parts offorward
model and Innovate
the previous

• Thinks like an owner
• Trust the future


The ability to process change,
even better to drive change in
an entertainment ecosystem is
now the golden goose.


THESIS


Innovation is the new Black


“Unknowingly ‘Creativity’ has harmed the
entertainment space, or maybe better
stated, a hyper-focus or dependence,
on creativity is no longer adequate.

Innovation is the new normal, for any
entertainment city.
Innovation, in a sense, has to be
re-introduced into the eco-system.”


If Nashville plays by an
outdated rule book,
with low innovation.
We will no longer be
considered ‘Music City’.


“Innovation is now
recognized as the single
most important ingredient in
any modern economy”

British publication The Economist


The
Innovation
Equation


Richard Florida, the
sociologist who studies
creative economies, has
called Nashville
"the Silicon Valley of music."


the balance between
creativity and
innovation?


Previous Era

Creativity Innovation


Next/Current Model

Creativity

Innovation


Clive Davis


Marc Andreessen


Clive Davis
+Marc Andreessen


A Look Inward


Entertainment
Innovation Matrix
Scaleable
Creative Genius Innovations
I
n
n
o
v
a
Asset
t Shiny Objects Collectors
i
o
n
Scaleable

Asset
Shiny Objects Collectors


Shiny Objects
• TechEnthusiasts
• Fan Boys
• Hobbyists
• Bleeding Edge
• rarely execute


Creative Genius

Asset


Creative Genius
• Musicians, Producers, Writers, SEO, Developers
• Focused Knowledge Workers
• Hired Guns-Work For Hire
• Service-Based Business
• Low Risk-Many Competitors
• Create/Don't Own
• Own a “job”

Creative Genius

Asset


Asset Collectors
• Labels, Publishers
• Hit Driven Model
• Own/Don't Create
• Lead the previous Era


Scaleable

Asset


Scalable Innovations
• the next.....
• ASCAP
• Harry Fox Agency
• Clear Channels
• Better Faster Smarter
• Global Reach
• Team>Talent
• Team Small-User Base Huge
• High reward
• Fix a BIG! problem
• These are new white spaces that have become available.

“Innovation
distinguishes between a
leader and a follower.” -
Steve Jobs


Scaleable

Asset


Nashville's ﬁrst generation of successful,
proﬁtable, innovative companies


Recent citywide
collaboration efforts


3 Things
Change the World
Create Value
Have Fun


Ask of you:
• To be apart a adventure that can change the world
• Do work like you never done before
• To be proud of what you create
• Think like an owner
• Build something you will ﬁght for everyday
• Do you best work of you career....
• so far.

all that we have been
or done
is in the past,
the future starts today


John Pisciotta

• john@ripcordentertainment.com
• http://johnpisciotta.com/
• http://www.ripcordentertainment.com/
• http://www.musicsynk.com/

Innovating
Entertainment
MusicRow 2.0 -
How Nashville keeps the title of "Music
City" In the New Entertainment World

PodCamp Nashville 2011

Innovating Entertainment - MusicRow 2.0, How Nashville keeps the title of "Music City" In the New Entertainment World

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Innovating Entertainment - MusicRow 2.0, How Nashville keeps the title of "Music City" In the New Entertainment World