The road to Music 2 Gerd Leonhard Creative Capital London

1. The Road to
Music 2.0
Presentation by Gerd Leonhard
www.mediafuturist.com
twitter.com/gleonhard
www.gerdtube.com

3. Total fragmentation is certain - very
few models will work for everyone!

4. A new social contract....

5. Let’s face it:
We’ve had a great ride with physical media and
Productized Content - but these days are the past.

6. The challenge: Creating New Models!
Content Consumption (all)
Revenue Potential
Success with Traditional Content Models
Was Is 2 years 5 years

7. A jointly defined, new model
Governments
Advertisers
Telecoms
Search & Brands
Engines &
WebCo’s
Device
Makers & CE
Content Owners Co’s
Social
Networks

9. Next
Generation
‘Advertising’
New
Content
New Data
Economy
Economy

11. Our new reality: Use = Copy

12. =
=

13. We are living in an age of
Attention Challenge -
Distribution is now just a default
Image via http://flickr.com/photos/parsectraveller/

14. In: Brand
Magnetism

15. Decentralization. Pull. Merit. Trust.

16. Asia is teaching us something

17. Google & Free Music in China
• Free / Feels Like Free Music for China!
• Unlimited, unprotected downloads
• Paid with Attention, $-ized via Ads
• In China, little ‘cannibalization’ concerns
• Google is willing to ‘lubricate’
• Industry willing because: China is ‘lost’ for
traditional Copyright

18. A Trillion $ USD Marketing &
Advertising Spend will support
a lot of ‘free’ content

19. A global shift - everywhere
Egosystem: My stuff. My ideas. My
partners. My distribution. My
customers. My money.
ECOsystem: Our stuff. Our creations.
Our distribution. Our users. Our
revenues. Our sharing.
Our growth.

20. One of the very few places where this still works

21. A Culture of APIs: Build yours on mine

22. Marketing as we know is dead
Instead:

23. The Browser is the new iPod
Forrester Research: quot;Increased adoption of mobile data packages and of connected,
dedicated portable media players like the iPod Touch are giving consumers on-the-
go access to previously PC-tethered streaming experiences... Ownership becomes
less important if the songs you want are available on demand and on the go.quot;

24. What IS the value of Content?
• Quickly changing ways of consumption
• Steep premiums for anything physical!
• Good electronic UI / UX finally
becomes feasible

26. •Free = nobody pays actual $ anywhere
•Feels Like Free = the payment is bundled,
or hidden, or absorbed somewhere else, or
build-in; but: no individual payment decision
is required everytime
•Freemium = all users get a strong value free
of charge, but a certain percentage select to
buy a premium offer beyond the free level
•3rd party pays: someone else pays for my
usage because they want access to me (and
my data)

27. Monetizing

28. Quality of Access and Experience, Filtering,
Context, Community, Packaging,
Relevance, Timeliness, Authenticity....
The New Generatives *read kk.org

29. New
Generatives:
Packaging

30. New Generatives:
Timeliness

31. New Generatives:
Direct Relationships

32. New Generatives:
Added values

33. New Generatives:
Convenience

34. New Generatives:
Filtering & Curation

35. ‘New Money’ Examples

37. Thanks for listening!
! email me at gerd@mediafuturist.com
! twitter.com/gleonhard
! facebook: gleonhard
! more presentations at
www.mediafuturist.com