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7/28/2019 Creating a New Ecosystem- The Future of the Music Industry
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Gerd Leonhard
Futurist, Author, Musician& CEO
TheFuturesAgency
Creating a newEcosystem:The Future of the Music Industry
@gleonhard@music2dot0
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The Future of the Music Industry The music business seems alot like the energy business :(
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The Music Industry has been ruledby EGOsystemsfor way too long
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The current Music Ecology is
unsustainable:Rampant inequalityTotal lack of transparency
Cartels & monopolies still prevail
Laws & policies paid for by lobbyistsIncreasing enclosure of The Common
Criminalizationof Consumers
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Piracy is now de nedas any act of non-
compliancewith rules policies,pricing, restrictions
and TPMs / DRMs...?
....whose economic losses...?
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They who can give up essential liberty to obtain a littletemporary safety, deserve neither liberty nor safety
*Benjamin Franklin
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Piracy...?
is the result of the 1% trying to enforceoutdated business models on the 99% is a temporary consequence of radical
consumer empowerment driven by ever-faster data networks and cheaper but evensmarter devices
the consequence of total market failure as a
result of pervasive ignorance and blindcontrol obsession by the incumbent players
CEO of MacMillan UK, April 2011, via PaidContent.org
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Restricting, protecting, preventing,disabling ... is asuicidal strategy
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But: the music business is entering a whole new era:
Mobile | Social | Cloud
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Welcome to the
SoLoMo-Cloud
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2017:5 Billion people, 75% mobile Internet,50+ major platforms, a250 Billion ad market
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We must rede ne the meaning ofSelling- in the future, what will it mean to sell music?
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Everyscreen is becoming somekind ofconnected TV or Radio
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A huge opportunity for bundlingmusic - andthen offer premiums
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By 2017, between 50% to 75% + of all mediaconsumption will bevia mobile devices (Gerds prediction)
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Total Unbundlingis inevitable
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With some exceptions, the business model ofmerelyselling copies of musicis
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Music .Toast Music. Future
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From one-to-many toMany to Many
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Like it or not: Free Access / Listening / Streaming / Downloading of music has become
a de-facto standard and a universal practice
h l h
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Touch. Play. Connect. Share.Access not ownership *
Th d fDi ib i h k
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The end ofDistributionas the keysuccess factor, metric and gate-keeper
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Access *not ownership
I i if3 Billi l it h d t l l t i
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Imagine if3 Billion peopleswitched to legal streaming*clearly, this will never happen without a collective, standardized, public, EU-widelicense
Lik it tf th t t t
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Like it or not:for the consumer,access to contentwill be muchcheaper than copies i.e. ownership
Source: Huf ngton Post
P i S i
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Up-SellingPremium-Services
New GenerativesAdded Values
Th N G i
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* Thanks to Kevin Kelly kk.org
Packaging and Interfaces
Curation, Filtering and SelectionSocial Context & RelevanceIntelligent AggregationAssisted Serendipity
Timeliness and Personal RelevanceQuality and Trust Guarantee
Customization and PersonalizationLocalization / ContextualizationCloud-to-Device Management
Advertising as Content (Branded Content)Gami cation
... and many more
The New Generatives*thanks to Kevin Kelly
Fl id F l Lik F F i |U lli
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Fluid + Feels-Like-Free + Freemium |Upselling
+
Build income streamsaround the Music
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Build income streamsaround the Music.Invent added values, pursuecollaborative business models
7/28/2019 Creating a New Ecosystem- The Future of the Music Industry
33/45Hyper-Collaboration Creators & Artists: we must embrace change and
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Creators & Artists: we must embrace change andfocus on solutions based on Collective Objectives
Th bl i t th
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The problem is not the pay -its the wall!
Source:
!
I th $ i d ti i g t d i ?
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Is there $ in advertising-supported music?
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Big Data will help to fundBig Music
W l d
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We are already..Paying with our Data
G i Di ti b i l
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Going Directis becoming...real
Ease of use + Choice + Price +
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Ease of use + Choice + Price +Added Values + Brand =$
It b t V l & E i t j t P i
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Its about Value & Experiences not just Price
We urgently need a Public Rights Logic that
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We urgently need a Public Rights Logic thatts our Digital Ecosystem
Without a public open standardized license
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Without a public, open, standardized licensefor digital music this is very unlikely to last..
The free markets wont x this
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The free markets won t x this.We need must-license provisions, public
oversight, regulation for acommongoal
T k b k th M i B i !
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Take back the Music Business!Business
CultureInnovation