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A Totally Positive Look at the State of the Industry
… and where the big opportunities lie
Mike Masnick
Motivational
A Totally Positive Look at the State of the Industry
… and where the big opportunities lie
Key Ideas
Amazing
Sky Is Rising
Not Falling
The Industry…
Growing
Not Shrinking
More Content
Than Ever Before
More Access
Than Ever Before
More Opportunity
Than Ever Before
Good
Very, Very Good
That Said…
There Is Still
Challenge
Challenge
Established Players
Convince
A Totally Positive Look at the State of the Industry
… and where the big opportunities lie
Challenge
Marketing Challenge
Be Met
More
Open
Human
Most Of All…
Awesome
Recall
2009
CwF = Connect with Fans
RtB = Reason to Buy
CwF + RtB = $$$$
(Still True)
15 Minute Presentation
280 Slides
Reward
Come Back
Rather Than…
15 Minute Presentation
Only
10 Minute Presentation
And…
“Can you make it as entertaining”
Challenge
Still
280 Slides
10 Minutes
Entertaining
Forgive Me
Speak Fast
Now…
A Totally Positive Look at the State of the Industry
… and where the big opportunities lie
Research Report
Today
Comprehensive Survey
State
Global
Entertainment Industry
Contrary
(Psssst!)
Doom & Gloom
Celebrating
Amazing
Sky Is Rising
Not Falling
The Industry…
Growing
Not Shrinking
More Content
Than Ever Before
More Access
Than Ever Before
More Opportunity
Than Ever Before
Tom Silverman
Here’s the thing…
Entire Past Decade
Doom & Gloom
Actuality
Better
66% Growth
Sky Is Not Falling
Sky Was Never Falling
Now…
Wait a second…
We’ve all seen…
Lived It
Answer
Record Industry
Music Industry
Music Industry ≠
Record Industry
Elsewhere
Concerts
Merchandise
Licensing
Sponsorship
And Remember
But Also…
Amount
Music
Exploded
Argue
Quality?
No Question
Easier
Create
Record
Distribute
Promote
Monetize
Growing
Opportunity
What You Have:
Consumers?
Wonderful
Abundance
More
Content
Choices
Ways
Experience
Renaissance
Musicians?
Easier
Create
Record
Distribute
Promote
But…
Challenge
Much More Competition
Even As
The Content
Growing
Faster
Challenge
Marketing
Some People…
Legal
Educational
Technological
But…
When You Look
A Marketing Challenge
To Capture Customers
Highly Competitive Market
But How?
CwF + RtB = $$$$
Examples
Case Studies
Louis CK
Comedian
Marketing Challenge
Open
Human
Awesome
Open Human
Awesome
Interesting
DRM-Free
Low Price
$5
Direct
By Itself…
None Of That
Stands Out
What Did…
Stand Out
Open Human
Awesome
Open, Human
Didn’t Scold
Didn’t Threaten
Didn’t Demand
Treated Fans
As Fans
He Trusted
Human
Open
Transparent
12 Days
> $1 Million
Open
Human
Can’t Forget
Awesome
Awesome
Nothing Works
Marketing
Awesome
Awesome
Amazing
Sky Is Rising
Not Falling
The Industry…
Growing
Not Shrinking
More Content
Than Ever Before
More Access
Than Ever Before
More Opportunity
Than Ever Before
Challenge
Open
Human
Most Of All…
Awesome
Thank You…
Awesome
techdirt.com/skyisrising
techdirt.com/skyisrising
