Presented at LSO digital symposium All Change or Business as Usual on 11
Sep 2009
Jo Johnson
Digital Marketing Manager
London Symphony Orchestra
Barbican Centre
London EC2Y 8DS
Tel: 020 7382 2527
Fax: 020 7374 0127
Email: jo.johnson@lso.co.uk
Web: http://lso.co.uk <http://lso.co.uk/>
P Before you print think about the ENVIRONMENT
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6. The three ages of digital music Free Paid Free and Paid Rapid rise of file sharing Modest rise of paid services Evolution of multi-tiered marketplace 1995-2002 2003-2007 2008-
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8. The 21st Century European Music Industry Will be Smaller and More Complex Than Its 20th Century Predecessor Music Revenues (billions) Source: Forrester Digital Music Model, 12/08 (Western Europe) Recorded Music Revenues €6.4bn Digital Music Revenues €4.0bn 2011: Music Market Begins to Grow 2007: Accelerated Decline 2001: Peak Revenues Total digital channel share in 2014: 57%
12. And monetizing consumption is the ticket out of the Media Meltdown Current Media Landscape Future Media Landscape Media Meltdown High Low High Low Consumption based monetization Units based monetization Total revenues Total consumption Key
13. What do these have in common? ! They are both scarce, social experiences
14. An implication: physical is the new physical CD’s, downloads Gigs, concerts festivals e.g. Live Nation Movies Theme parks, theatres e.g. Disney TV shows Theatre screening based events etc. Print and online publishing Special interest events Established Physical Distribution Business Models Physical, Social Consumption Business Models Media Meltdown Weakens Core Revenues
16. “ The great wines of France are not content providers to the glass manufacturing business” Andrew Lloyd Webber to the House of Lords, April 2009
17. Four Distinct Tiers of Music Services Built Around the ‘Four Cs’ of Digital Content More Less More Less Content More Less Implementation: release windows Convenience Implementation: discovery & DRM Cost Implementation: pricing & subsidies Premium Services Subsidized Services Free & ’Feel Like Free’ Services Community Implementation: forums, networks Same Same
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20. Single channel partners can leverage multiple release windows across distinct content offerings Release Window Preview Mainstream Pay ‘ Free to Air’ (Week 3) (Week 1) (Week 6) Comes with U2 Handset / Orange Tariff Comes With Music / Orange Tariff Orange Music Store Orange Subsidized ISP Bundle Consumer Product Bundles
21. “ The future is already here – it's just not evenly distributed” – William Gibson
22. The Music Industries are at a cross roads… … and one that requires careful navigation