Gerd Leonhard

Futurist, Author, Musician & CEO

TheFuturesAgency

@gleonhard @music2dot0

Creating a new Ecosystem:

The Future of the Music Industry

The future is already here!

The music business seems a lot like the energy business :(

The future is already here!

The Music Industry has been ruled by EGOsystems for way too long

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

The future is already here!

....whose economic losses...?

Piracy is now de ned as any act of noncompliance with rules policies, pricing, restrictions and TPMs / DRMs...?

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

The future is already here!

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outdated business models on the 99% is a temporary consequence of radical consumer empowerment driven by everfaster data networks and cheaper but even smarter devices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

The future is already here!

The future is already here!

Restricting, protecting, preventing, disabling ... is a suicidal strategy

The future is already here!

The future is already here!

But: the music business is entering a whole new era:

Mobile | Social | Cloud

The future is already here!

SoLoMo-Cloud

Welcome to the

The future is already here!

2017: 5 Billion people, 75% mobile Internet, 50+ major platforms, a 250 Billion ad market

The future is already here!

We must rede ne the meaning of Selling

- in the future, what will it mean to sell music?

The future is already here!

Every screen is becoming some kind of connected TV or Radio

The future is already here!

A huge opportunity for bundling music - and then offer premiums

The future is already here!

By 2017, between 50% to 75% + of all media consumption will be via mobile devices (Gerds prediction)

The future is already here!

Total Unbundling is inevitable

The future is already here!

With some exceptions, the business model of

merely selling copies of music is

Music .Toast

Music. Future

The future is already here!

From one-to-many to

Many to Many

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

The future is already here!

Access not ownership *

Touch. Play. Connect. Share.

The future is already here!

The end of Distribution as the key success factor, metric and gate-keeper

The future is already here!

Access *not ownership

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

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: Huf ngton Post

The future is already here!

Premium-Services Added Values Up-Selling

New Generatives

The future is already here!

The New Generatives

*thanks to Kevin Kelly

Packaging and Interfaces Curation, Filtering and Selection 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) Gami cation ... and many more

* Thanks to Kevin Kelly kk.org

Fluid + Feels-Like-Free + Freemium | Upselling

The future is already here!

Build income streams around the Music.

Invent added values, pursue collaborative business models

The future is already here!

Hyper-Collaboration

The future is already here!

Creators & Artists: we must embrace change and focus on solutions based on Collective Objectives

The future is already here!

The problem is not the pay -

its the wall!

!
Source:

The future is already here!

Is there $ in advertising-supported music?

The future is already here!

Big Data will help to fund Big Music

The future is already here!

Paying with our Data

We are already..

The future is already here!

Going Direct is becoming...real

The future is already here!

Ease of use + Choice + Price + Added Values + Brand = $

Its about Value & Experiences not just Price!

The future is already here!

We urgently need a Public Rights Logic that ts our Digital Ecosystem

The future is already here!

Without a public, open, standardized license for digital music this is very unlikely to last...

The future is already here!

The free markets wont x this.

We need must-license provisions, public oversight, regulation for a common goal

The future is already here!

Take back the Music Business!

Business Innovation Culture