1. Gerd Leonhard
Futurist, Author, Musician @gleonhard
& CEO @music2dot0
TheFuturesAgency
Creating a new Ecosystem:
The Future of the Music Industry

2. The future is already here!
The music business seems a
lot like the energy business :(

3. The future is already here!
The Music Industry has been ruled
by EGOsystems for way too long

4. The future is already here!
The current Music Ecology is
unsustainable:
Rampant inequality
Total lack of transparency
Cartels & monopolies still prevail
Laws & policies paid for by lobbyists
Increasing enclosure of The Commons
Criminalization of Consumers

5. The future is already here!
....whose economic losses...?
Piracy is now defined
as any act of non-
compliance
with rules policies,
pricing, restrictions
and TPMs / DRMs...?

6. The future is already here!
“They who can give up essential liberty to obtain a little
temporary safety, deserve neither liberty nor safety”
*Benjamin Franklin

7. The future is already here!

8. The future is already here!
Piracy...?
★ is the result of the 1% trying to enforce
outdated business models on the 99%
★ is a temporary consequence of radical
consumer empowerment driven by ever-
faster data networks and cheaper but even
smarter devices
★ the consequence of total market failure as a
result of pervasive ignorance and blind
control obsession by the incumbent players
CEO of MacMillan UK, April 2011, via PaidContent.org

9. The future is already here!

10. The future is already here!
Restricting, protecting, preventing,
disabling ... is a suicidal strategy

11. The future is already here!

12. The future is already here!
But: the music business is entering a whole new era:
Mobile | Social | Cloud

13. The future is already here!
SoLoMo-Cloud
Welcome to the

14. The future is already here!
2017: 5 Billion people, 75% mobile Internet,
50+ major platforms, a €250 Billion ad market

15. The future is already here!
We must redefine the meaning of Selling
- in the future, what will it mean to ‘sell music’?

16. The future is already here!
Every screen is becoming some
kind of ‘connected TV or Radio’

17. The future is already here!
A huge opportunity for bundling
music - and then offer premiums

18. The future is already here!
By 2017, between 50% to 75% + of all media
consumption will be via mobile devices (Gerd’s prediction)

19. The future is already here!
Total Unbundling is inevitable

20. The future is already here!
With some exceptions, the business model of
merely selling ‘copies’ of music is

21. Music .Toast Music. Future

22. The future is already here!
From one-to-many to
Many to Many

23. The future is already here!
Like it or not: ‘Free’ Access / Listening /
Streaming / Downloading of music has become
a de-facto standard and a universal practice

24. The future is already here!
Touch. Play. Connect. Share.
Access not ownership *

25. The future is already here!
The end of Distribution as the key
success factor, metric and gate-keeper

26. The future is already here!
Access *not ownership

27. The future is already here!
Imagine if 3 Billion people switched to legal streaming
*clearly, this will never happen without a collective, standardized, public, EU-wide license

28. The future is already here!
Like it or not: for the consumer, access to content
will be much cheaper than copies i.e. ownership
Source: Huffington Post

29. Premium-Services
The future is already here!
Up-Selling Added Values
New Generatives

30. The New Generatives
The future is already here!
*thanks to Kevin Kelly
Packaging and Interfaces
Curation, Filtering and Selection * Thanks to Kevin Kelly kk.org
Social Context & Relevance
Intelligent Aggregation
Assisted Serendipity
Timeliness and Personal Relevance
Quality and Trust Guarantee
Customization and Personalization
Localization / Contextualization
Cloud-to-Device Management
Advertising as Content (Branded Content)
Gamification
... and many more

31. Fluid + Feels-Like-Free + Freemium | Upselling
+

32. Build income streams around the Music.
The future is already here!
Invent added values, pursue collaborative business models

33. The future is already here!
Hyper-Collaboration

34. Creators & Artists: we must embrace change and
The future is already here!
focus on solutions based on Collective Objectives

35. The future is already here!
The problem is not the ‘pay’ -
it’s the wall!
☺
!
Source:

36. The future is already here!
Is there $ in advertising-supported music?

37. The future is already here!
Big Data will help to fund ‘Big Music’

38. The future is already here!
We are already..
Paying with our Data

39. The future is already here!
Going Direct is becoming...real

40. The future is already here!
Ease of use + Choice + Price +
Added Values + Brand = $£€

41. The future is already here!
It’s about Value & Experiences not just Price!

42. We urgently need a Public Rights Logic that
fits our Digital Ecosystem

43. The future is already here!
Without a public, open, standardized license
for digital music this is very unlikely to last...

44. The future is already here!
The ‘free markets’ won’t fix this.
We need must-license provisions, public
oversight, regulation for a common goal

45. The future is already here!
Take back the Music Business!
Business
Innovation
Culture