Ce diaporama a bien été signalé.
Nous utilisons votre profil LinkedIn et vos données d’activité pour vous proposer des publicités personnalisées et pertinentes. Vous pouvez changer vos préférences de publicités à tout moment.
The Future of Music -
     starting in Brazil?
     Gerd Leonhard
www.mediafuturist.com
 twitter.com/gleonhard
Real change will probably come
 from the Independents - and
      from Outsiders
Source: Slideshare
What do you think will happen here?



              South
             America

             Asia
          Africa
BRIC Futures
The New
Premium


 The new
  Normal
Remember:
Nothing will
  beat the
  ‘People
  formerly
 known as
Consumers’
The quickest way to irrelevance: build walls
Source: kk.org
Consequences of being connected

             New Behaviors
         New Standards
       New Social Contracts
New Ways of...
Music
 is first a Service & an
 Experience - and only
then (maybe) a Product.
But of course you knew this already....
‘Selling Copies’ is a
dying Business - but
Selling Access is a
very powerful new
    Opportunity
We were able to sell
 copies ‘on our own’ -
but we can’t ‘sell access’
      on our own
C
R
    U
E   S
A
T   E
O   R
R
S   S
First, we need this:




  Permission
I think Brazil could lead the
      world into the Future of Music
1. Make music on the Internet legal and paid-for by
   ...
Just imagine:
If 192 Million people could generate
only $ 5 per year / per person,
almost $1 Billion would be raised
If su...
2 things are needed

  New ‘Pools of Money’ (i.e. based
   on collective, open, public and
       standardized licenses)
G...
The Music is already in the Cloud




   300+ ways to share Music!
The $$ are in the cloud, too
Connect the Cloud and the Crowd!
We must focus on the New Generatives


    Content               5%
    Context         15%        20%
    Curation
    Ti...
Imagine.... this.... with Music
More new ways to get $$ for music
Free gets you to a place where
   you can ask to get paid.
      Hat tip to: Fred Wilson, Union Square Ventures www.avc.com
I pay
          You pay
          They pay
Hat tip to Shelly Palmer
I pay - You pay - They pay
Hybrid Models in many variations
Making $ from Attention: Conversion is the Key!

                 Attention - Based Revenues




Was         Is           ...
3 key things about Attention

      Getting it
      Keeping it
      Converting it
New ways to ‘sell’
Funnel-Making
The Toll-Booth Challenge: how to
monetize access rather than copies




                             Source: istockphoto
Ecosystem not Egosystem
  Internet          Telecom

                            Content
Social
Networks
                 ...
Music 2.0 is:

Networked and Decentralized
SMEs run by Managers, Agents
and Service Providers
Selling dozens of things (no...
o t
          n
        m m
       e e
      t t
     s s
    y y
   s s
  O O
 C G
E E
Every large audience can be monetized
So why is there still so little revenue
 from Youtube, Myspace, Facebook...?

• Advertisers are always 2-3 years behind
• ...
A TeleMedia Ecosystem




Public, open and standardized Content Licenses
A Public License
   + Build-in Revenues
+ Proportional Distribution
In Music, first, we urgently need
   either a voluntary, collective
 license proposal by the rights-
holders, and / or leg...
Content 2.0: the inevitable Shift to Open
         Open licenses
        Open innovation
        Open distribution
       ...
Summary




                   5%
                15% 20%

              15%            15%

                 10% 20%
    ...
Thanks for your time!

email me at gerd@mediafuturist.com
 twitter.com/gleonhard
  facebook: gleonhard
  more presentation...
Step 1: Permission

Step 2: Collaboration

Step 3: Co-Creation of new
     Business Models
Music 2.0 - The Future of Music - Start in Brazil? Feira Musica 2009 Gerd Leonhard
Music 2.0 - The Future of Music - Start in Brazil? Feira Musica 2009 Gerd Leonhard
Music 2.0 - The Future of Music - Start in Brazil? Feira Musica 2009 Gerd Leonhard
Prochain SlideShare
Chargement dans…5
×

Music 2.0 - The Future of Music - Start in Brazil? Feira Musica 2009 Gerd Leonhard

3 194 vues

Publié le

My presentation on the Future of Music, from Feira Musica 2009, in Recife Brazil. See more at http://www.mediafuturist.com/2009/12/music-20-my-presentation-at-feira-musica-in-recife.html

Publié dans : Business, Technologie

Music 2.0 - The Future of Music - Start in Brazil? Feira Musica 2009 Gerd Leonhard

  1. 1. The Future of Music - starting in Brazil? Gerd Leonhard www.mediafuturist.com twitter.com/gleonhard
  2. 2. Real change will probably come from the Independents - and from Outsiders
  3. 3. Source: Slideshare
  4. 4. What do you think will happen here? South America Asia Africa
  5. 5. BRIC Futures
  6. 6. The New Premium The new Normal
  7. 7. Remember: Nothing will beat the ‘People formerly known as Consumers’
  8. 8. The quickest way to irrelevance: build walls
  9. 9. Source: kk.org
  10. 10. Consequences of being connected New Behaviors New Standards New Social Contracts New Ways of Remuneration Ars Electronica 2008
  11. 11. Music is first a Service & an Experience - and only then (maybe) a Product.
  12. 12. But of course you knew this already....
  13. 13. ‘Selling Copies’ is a dying Business - but Selling Access is a very powerful new Opportunity
  14. 14. We were able to sell copies ‘on our own’ - but we can’t ‘sell access’ on our own
  15. 15. C R U E S A T E O R R S S
  16. 16. First, we need this: Permission
  17. 17. I think Brazil could lead the world into the Future of Music 1. Make music on the Internet legal and paid-for by creating a public and collective digital music license - just like 100 years ago, with Radio! 2. Make a new Digital Music License available to all ISPs / telecoms / mobile operators and networks 3. Develop a new Ecosystem of Partners that will essentially pay for the music license fees: advertisers, brands, telecoms, device makers... 4. Build additional, web-native, premium revenue streams on-top: high-definition services, fan- clubs, interactivity, virtual clubs and concerts...
  18. 18. Just imagine: If 192 Million people could generate only $ 5 per year / per person, almost $1 Billion would be raised If such a digital music license was publicly available, the $5 per year / per user could be entirely funded by advertisers, brands, telecoms, device makers and others!
  19. 19. 2 things are needed New ‘Pools of Money’ (i.e. based on collective, open, public and standardized licenses) Government (& Creators & Industry) New, next-generation revenue streams that ‘up-sell’ on-top Industry & Market Players
  20. 20. The Music is already in the Cloud 300+ ways to share Music!
  21. 21. The $$ are in the cloud, too
  22. 22. Connect the Cloud and the Crowd!
  23. 23. We must focus on the New Generatives Content 5% Context 15% 20% Curation Timeliness 15% 15% Embodiment Relevance 10% 20% Others
  24. 24. Imagine.... this.... with Music
  25. 25. More new ways to get $$ for music
  26. 26. Free gets you to a place where you can ask to get paid. Hat tip to: Fred Wilson, Union Square Ventures www.avc.com
  27. 27. I pay You pay They pay Hat tip to Shelly Palmer
  28. 28. I pay - You pay - They pay
  29. 29. Hybrid Models in many variations
  30. 30. Making $ from Attention: Conversion is the Key! Attention - Based Revenues Was Is Soon Near Future Mid-term F
  31. 31. 3 key things about Attention Getting it Keeping it Converting it
  32. 32. New ways to ‘sell’
  33. 33. Funnel-Making
  34. 34. The Toll-Booth Challenge: how to monetize access rather than copies Source: istockphoto
  35. 35. Ecosystem not Egosystem Internet Telecom Content Social Networks Advertising CE Makers
  36. 36. Music 2.0 is: Networked and Decentralized SMEs run by Managers, Agents and Service Providers Selling dozens of things (not just copies) No longer just music!
  37. 37. o t n m m e e t t s s y y s s O O C G E E
  38. 38. Every large audience can be monetized
  39. 39. So why is there still so little revenue from Youtube, Myspace, Facebook...? • Advertisers are always 2-3 years behind • Lack of permission for premium and legal content slows adoption • Lack of public license has deterred new investors, and killed many startus • Mobile broadband and smart mobile devices are just now starting to take off
  40. 40. A TeleMedia Ecosystem Public, open and standardized Content Licenses
  41. 41. A Public License + Build-in Revenues + Proportional Distribution
  42. 42. In Music, first, we urgently need either a voluntary, collective license proposal by the rights- holders, and / or legislation that legalizes and monetizes the usage on the Internet.
  43. 43. Content 2.0: the inevitable Shift to Open Open licenses Open innovation Open distribution Open competition Open partnerships Open technologies Open data standards
  44. 44. Summary 5% 15% 20% 15% 15% 10% 20% Content Context Curation Timeliness Embodiment / Packaging Relevance Others
  45. 45. Thanks for your time! email me at gerd@mediafuturist.com twitter.com/gleonhard facebook: gleonhard more presentations at www.mediafuturist.com
  46. 46. Step 1: Permission Step 2: Collaboration Step 3: Co-Creation of new Business Models

×