Artists And Audiences In A Connected World Gerd Leonhard Futurist

Gerd Leonhard Media Futurist

Getting Attention 2.0: Artists and Audiences in a Connected World

Presentation at the Scottish Arts Council ‘Partnerships 2.0’ event in Edinburgh

October 23, 2008

Thursday, October 23, 2008


This is a Future that is yoursEric Schmidt (Google): Almost all of the historic models have limitations in what consumers could do. You could only watch television on a television.

You could only listen to radio on a radio.

Technology now allows you to mix and match, to do anything you want.

The business models that empower end users are the ones that will win.

The business models that say no to an end use will ultimately be replaced by one that empowers end users because eventually the consumer gets

what they want.



Friction is Fiction.

We either engage or we... enrage.

We participate or we... are participated

Now, for us as ‘Content’ Creators...







Everything is going digital...3000 Books published every single Day


Gerd Leonhard Media Futurist When?

We often overestimate how quickly it will happen

We often underestimate the magnitude of the

changes when it does happen

We have already overestimated the

Internet for the past 10 years!3% of the world on broadband now10% on broadband in 18 months

4 Billion mobile users in 12 monthsThursday, October 23, 2008


Imagine: 4 Billion phones connected to the Internet =

4 Billion people looking for Content!



Creativity is the

Currency of the FutureThursday, October 23, 2008


Once technology becomes dead-simple...



Source: Flickr hillarylmrore

This is very good news indeed



Formerly

AudienceConsumerListenerCustomerBuyer

Now

UsersCo-CreatorsContributorsPeersProducersPromoters...



These People are your new Marketing, Sales and Promotions Team

UsersCo-CreatorsContributorsPeersProducersPromoters...



Sharing is Caring is...Success



T h e r e s u l t o f t h i s e x p l o d i n gB r o a d b a n d C u l t u r e :



The Coelho Story: ‘Piracy’ as business model

"I found a pirated Russian translation of "The Alchemist", and we were selling 1000 copies a year in Russia, that's not very impressive, so I said OK, let's put the pirate edition online for people to download".

“In 2001 it sold 10'000 copies, and everybody was puzzled, and the next year we went over 100'000".

His publisher had not done any particular promotion.

"It was, believe it or not, the free-for-download book. People downloaded it, started reading it, liked it, and bought it...In the third

year we had over 1 million copies, now we're over 10 million copies in Russia".

“Publishers have a tendency to try to protect the content.

It's a lost battle”Thursday, October 23, 2008


Protectingour Creations is

“Mission Impossible”


Gerd Leonhard Media Futurist Stop this?



Asking the ISPs to deep-

package inspect their traffic

and then enforce the rules of

an industry that has utterly

failed to adapt their business

model, is asking for

CensorshipThursday, October 23, 2008


For Creators,Obscurity is a much

greater threat than so-called Piracy



Instead of Control, Trust is the key to success in a Networked World

http://www.guardian.co.uk/media/2008/apr/21/netmusic





Without sharing, the creative industries are dead in the water

"In the past you were what you owned. Now you are what you share."

Charles Leadbeater – We Think



The traditional Western Paradigm of ‘Copyright as Sole Value of Content’ is unsustainable

“Copy = Most of the Value”



You can’t really ‘own’ the copy any more but

You can own the Context, the Meaning, the Relevance, the Experience, the Embodiment, the Timing...Let people share your creations and you will win.

Attention begets income.Thursday, October 23, 2008


A web-native content business model...?Based on flat-rate / free access first, then Copy

Based on allowing use not preventing copy

Based many revenue streams selling-copies

Driven by Sharing, User-to-User

Decentralized (user-to-user)

Powered by next-generation Advertising

Multi-platform access but mostly mobile!



The ‘old’ model won’t work.

Source: UniversalMcCann waves report



This is a very serious change

Copy Economy

Access / Usage / Share

EconomyThursday, October 23, 2008


Our Future as Creatives: Attention-based Income explodes while Copy-based income declines *for now

Copy Based RevenuesAttention Based Revenues



Media 2.0: networked, web-native, de-centralized, collaborative, engaged, transparent



Now: the PFKaC, together, can beat ‘the Firms’

Media is social... again!



Let’s talk about Hits

It’s all about Niche Success Now



Getting Attention means getting Income



Finding and Being Found



Examples



Why social networks?



What are your keywords?



How will you get Attention?



First, it’s about Attention - and then

it’s about converting it to cash!



๏ Professional amateurs only๏ 60.000 part-time photographers๏ 3.5 Million images and 100.000 videos๏ 38 forum posts per minute๏ Paid out $27 Million to creators in 2007๏ 2 Million customers buying๏ Sold for $50 Million to Getty Images in 2005๏ Huge cost savings for design firms etc๏ Great example for lower cost AND higher convenience๏ Great example for the power of Pro-Am sourcing๏ Non-crowdsourced incumbents find it hard to compete



So...become the world’s talent!Thursday, October 23, 2008


Get used to the concept of 3rd party payments



Brands + Creators = a Future



The web powers the global trend towards Feels Like Free



Example: The digital Music Flat Rate



MusicFilms / TV / Video

Books / PrintGAmes / Interactive

Software

And then...



Now,we must ‘sell’ things

that can’t be copied



• If copies lose their ‘value’ we must sell something that can’t be copied

•Sell the package - not just the content•Sell experiences and performances•Sell your ‘brand’





Generating Attention• Yes, people want to get to know you• People must hear about you in many different places • People must hear about you repeatedly *but with the same message

• Learning to “Fish where the fish are” is crucial



But how to find the time?

• As a creator, you need to know this• Setting it up takes some real time, but

afterwards it can be as little as 30 min / day• This is YOU we are talking about - people

want to connect with YOU• If you don’t talk nobody will listen!• Get your fans to help you *** Crowd-sourcing



What you need: turbo-charged Followers



Some New Possibilities

‣Have your fans decide where to do the next gig (Facebook or Myspace group?)

‣Have your fans upload pictures of you

‣Find your next video director online

‣Source collaborators that will work for free

‣Have agents discover you online

‣Find licensors for your content online (films, ads, games etc)



But you still need to fish where the fish are!



Be warned...



No, it’s not all just

• Attention Deficit Disorder on the rise everywhere•The sheer Noise can be brutal• Digital Obesity becomes common• Privacy becomes something you have to ask for• Digital Darwinism may occur• The world is your oyster... and your competition!



Yes, there are many issues, but:

The evils of ‘too open’ or ‘too much

freedom’ will always pale compared

to the evils of closed, central,

controlled and authoritarian system

*which is what we had ;)



What used to matter...

LocationAge

Gender

RacePedigree

Qualification

Cash


Gerd Leonhard Media Futurist What will matter

Merit Credibility

CreativityQuality

Reputation


Gerd Leonhard Media Futurist Summary



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



Thanks for listening!

www.mediafuturist.com www.twitter.com/gleonhard

gleonhard on Facebook

www.music20thebook.com

www.endofcontrol.com


http://www.mediafuturist.com

http://www.mediafuturist.com

http://www.twitter.com/gleonhard

http://www.twitter.com/gleonhard

http://www.music20thebook.com




Business

Artists And Audiences In A Connected World Gerd Leonhard Futurist