This is a very nicely recorded video (thanks to the BBC NI and their fabulous studio in Belfast) and I cover a lot of ground as far as the future of media is concerned; one of my best talks on this topic, to date, imho:) Enjoy and share!
You can download the PDF with most of the slides here , or just browse my Slideshare channel. In this talk I cover most of the key topics such as 'the people formerly known as consumers', the shift from ownership to access, advertising becoming content, independence replaced by Interdependence, the end of attention monopolies, the social OS aka SoLoMo.
Special thanks to the BBC NI for making a great video and sharing it with me and everyone else. Also special thanks to Tiffany Shlain and her great work - be sure to watch 'Connected the Movie' asap!!
Musik fliesst heute überall, jederzeit und auf allen Geräten, egal ob
wir einen Download oder einen sog. Stream wollen. Der Unterschied
zwischen Anhören und Besitzen ist bereits fast vollkommen verschwunden -
und genau das ist die Herausforderung für die gesamte Musikwirtschaft.
Wir brauchen dringend neue Geschäfts- und Kulturmodelle die diesem
unwiderlegbaren Trend Rechnung tragen.
Eröffnungsrede / Begrüssung
Präsentation: Eine neue Internet Musiklizenz und die Musik-Flatrate: was, wie, wer und warum?
Gerd Leonhard, Autor, Musiker, Futurist und CEO TheFuturesAgency (Basel)
Stellungsnahmen zum Thema:
Acht eingeladene Gäste, u.a. Tim Renner / MotorMusic Berlin, Poto Wegener / Swissperform.
Zusätzlich werden eingeladen: Vertreter der SUISA, IFPI, Musikschaffenden, Parteien, IGE.... etc.
Teilnehmer werden nach Zusage umgehend bekanntgegeben
Öffentliche Diskussion und Debatte
Update: ein kurzes Video von Gerd
Resourcen zum Thema
BRILLIANT video by comic author Rob Reid, showing how ridiculous the calculation of economic losses due to content 'piracy' is. Absolutely amazing how he strings the facts and hypotheses together - must watch for anyone in the content industry.
Read more here: Comic author and Rhapsody C-Founder Rob Reid unveils Copyright Math (TM), a remarkable new field of study based on actual numbers from entertainment industry lawyers and lobbyists. Rob Reid is a humor author and the founder of the company that created the music subscription service Rhapsody.
Snippets from the transcript:
"The recent debate over copyright laws like SOPA in the United States and the ACTA agreement in Europe has been very emotional. And I think some dispassionate, quantitative reasoning could really bring a great deal to the debate. I'd therefore like to propose that we employ, we enlist, the cutting edge field of copyright math whenever we approach this subject. For instance, just recently the Motion Picture Association revealed that our economy loses 58 billion dollars a year to copyright theft. Now rather than just argue about this number, a copyright mathematician will analyze it and he'll soon discover that this money could stretch from this auditorium all the way across Ocean Boulevard to the Westin, and then to Mars ... (Laughter) ... if we use pennies.
Now this is obviously a powerful, some might say dangerously powerful, insight. But it's also a morally important one. Because this isn't just the hypothetical retail value of some pirated movies that we're talking about, but this is actual economic losses. This is the equivalent to the entire American corn crop failing along with all of our fruit crops, as well as wheat, tobacco, rice, sorghum -- whatever sorghum is -- losing sorghum. But identifying the actual losses to the economy is almost impossible to do unless we use copyright math. Now music revenues are down by about eight billion dollars a yearsince Napster first came on the scene. So that's a chunk of what we're looking for. But total movie revenues across theaters, home video and pay-per-view are up. And TV, satellite and cable revenues are way up. Other content markets like book publishing and radio are also up. So this small missing chunk here is puzzling..."
Gerd Leonhard has been dubbed "one of the leading Media Futurists in the World" by The Wall Street Journal. He is the co-author of the 'The Future of Music Music2.0' and 'The End of Control'. He is the keynote speaker at the Commerce Commission conference The Future with High Speed Broadband: Opportunities for New Zealand. Play (Windows) Play (Other)
"The most frustrating part of the discussion around SOPA has been watching politicians and commentators fail to acknowledge the vast resources we already devote to protecting copyright in the United States. Over the past two decades, the United States has established one of the harshest systems of copyright enforcement in the world. Our domestic copyright law has become broader (it covers more topics), deeper (it lasts for a longer time), and more severe (the punishments for infringement have been getting worse). These standards were established through an alphabet soup of legislation: the No Electronic Theft (NET) Act of 1997, the Digital Millennium Copyright Act (DMCA) of 1998, and the Prioritizing Resources and Organization for Intellectual Property (PRO-IP) Act of 2008. And every few years, there’s a call for more..."
"I just came across a fabulous quote from Thomas Jefferson celebrating the benefit of the spread of many copies for the preservation of history: "Time and accident are committing daily havoc on the originals of the valuable historical and State papers deposited in our public offices. The late war has done the work of centuries in this business. The last cannot be recovered but let us save what remains not by vaults and locks which fence them from the public eye and use in consigning them to the waste of time but by such a multiplication of copies as shall place them beyond the reach of accident."
Thomas Jefferson to Ebenezer Hazard, Philadelphia, February 18, 1791. In Thomas Jefferson: Writings: Autobiography, Notes on the State of Virginia, Public and Private Papers, Addresses, Letters, edited by Merrill D. Peterson. New York: Library of America This is a Jeffersonian quote with some relevance to the SOPA/PIPA discussion, though its proponents doubtless will not see it as such...."
"I am a longtime commentator on how the digital, mobile and social-media revolution has left Publishers reeling and in a state of total change or even disruption. This is a call to action to transform your business to embrace and conquer the digital age. Failure to do so will mean inevitable friction, market confusion and possibly a dysfunctional content ecosystem, when on the other hand you could stand to profit from long term revenue generating opportunities.
It is often said that where attention flows money follows (*Kevin Kelly kk.org), but the question is how, where and when to convert them. Today, digital natives are viewers, users, followers, friends, co-creators, co-producers or crowd-sourced collaborators, all-in-one. Going forward, data is becoming the new oil, and understanding, analysing, predicting and staying ahead of your ‘connected consumers’ is quickly becoming a MUST for your business in 2012 and beyond!
So far, technological content protection measures have not been successful. Instead, future ‘protection’ will need to come from the business models and from social cohesion. Delivering tangible value and inventing new free, freemium, feels-like-free models will be crucially important. Just look at Skype, Spotify, Amazon and the undisputed master of ‘free’ – Google. You need to asses the role ‘free’ will play in your business. How will you monetize your content and which new and innovative revenue generating concepts will transform the commercial prospects of your business? Yes, methods of monetizing content are fragmented, but also much more powerful, immediate and liquid than ever. This industry, this transitional period and the World e-Reading Congress 2012 are all key opportunities to harness your digital footprint and develop strategies that will pay dividends in solid revenue. I look forward to meeting you all at the World e-Reading Congress next May.” Gerd Leonhard, CEO, The Futures Agency – Opening Keynote Speaker 2012.
Of course I would be very happy if you would consider buying the book for yourself (only $3.90, Kindle-only) but beyond that it would be really great if you could help me spread the word via rating and / or 'liking' the book on the Amazon.com page, tweeting about it or just forwarding this mail to some friends that may be interested.
This review is from: The Future of Content (Kindle Edition)
"I challenge you to expand your brain and read this book. What Gerd Leonhard is always doing is informing the global brain (or the collective brain) in ways that help us all get where we're trying to go. He builds the buildings in front of us.
This collection points toward several compelling answers for content creators. As a writer who is already swimming in the changing currents of "content," I found it intensely informative. Leonhard shores up my courage to continue embracing a digital world without DRM, and ebook prices "for the masses." He makes the all-important concept of curation crystal clear. If you are providing any kind of content in print or on the web, it's relevant. If you want to stay on the front edge of content creation and publishing, it's basic. I'm making this book mandatory reading for my epublishing circles"
ABOUT "THE FUTURE OF CONTENT" Futurist Gerd Leonhard has been writing about the future of content i.e. music, film, TV, books, newspapers, games etc, since 1998. He has published 4 books on this topic, 2 of them on music (The Future of Music, with David Kusek, and Music 2.0). For the past 10 years Leonhard has been deeply involved with many clients in various sectors of the content industry, in something like 17 countries, and it’s been a great experience, he says. “I have learned a lot, I have listened a lot, I have talked even more (most likely:) and I think I have grown to really understand the issues that face the content industries - and the creators, themselves - in the switch from physical to digital media.”
This Kindle book is a highly curated collection of the most important essays and blog posts Leonhard has written on this topic, and even though some of it was written as far back as 2007 - “I believe it still holds water years later. I have tried to only include the pieces that have real teeth. Please note that the original date of each piece is shown here in order to allow for contextual orientation.” Leonhard’s intent to publish this via the amazing Amazon Kindle platform, exclusively, and at a very low price, is to make these ideas and concepts as widely available as possible while still trying to be an example of what digital, paperless distribution can look like, going forward.
The panel discussion afterwards can be viewed here, as well (all in Spanish). Note: even though I am actually presenting in English the overdup is Spanish and very much in the foreground. I will try and get an English version, as well - stay tuned.
El suizo GerlLeonhard, líder futurólogo experto en modelos de comercio electrónico, medios de comunicación e innovación fue el encargado del cierre de la Primera Cumbre Nacional de Contenidos Digitales, Colombia 3.0, realizada por el Ministerio TIC entre el 5 y el 8 de octubre. Después de cuatro días de análisis en los que se reunieron emprendedores, inversionistas, animadores, desarrolladores de aplicación y representantes de la industria de los contenidos digitales del mundo terminó Colombia 3.0. En la cumbre participaron 30 conferencistas nacionales y 50 internacionales, quienes se reunieron en 14 eventos simultáneos.Las distintas actividades y conferencias fueron seguidas en línea en 23 ciudades del país y 15 países. De igual manera se tuvo la participación de Siggraph, una asociación mundial de animación gráfica y técnicas interactivas, espacio en que 19 expertos en animación compartieron sus experiencias exitosas en las firmas más importantes del mundo de esta industria. Bogotá 7 de octubre de 2011.En su intervención GerlLeonhard, realizó un detallado análisis de los cambios que han sufrido los medios tradicionales al migrar a los medios sociales como Facebook, Twitter y otras redes sociales. Además,Leonhard anotó que en la actualidad se vive una cultura de la banda ancha y son los “prosumidores”, consumidores activos, los que producen contenidos digitales.
Mencionó el experto suizo que el mundo digital está regido por la relevancia y no solamente por la distribución, según Leonhard, los contenidos digitales deben ser depurados antes de ser distribuidos a los distintos públicos y subrayó que la nueva economía digital que se está viviendo en la actualidad debe iniciarse desde Internet y especialmente desde los dispositivos móviles. Anotó también Leonhard, que el usuario es quien genera los contenidos digitales en la actualidad através de distintos dispositivos móviles. En su intervención, señaló además que la tendencia actual se desarrolla a través de lo móvil, lo social y lo local. Ademásindicó, en este sentido,que para el 2015se esperaque 7.1 trillones de dispositivos móviles sean usados en el mundo.
This is one of my main topics, and most of the crucial stuff is covered in this 30-minute video. I hope you like it - if you do, please share it widely. Many related slideshows can be found here. Here is a low-res version of the actual slideshow: Download DES wiggin Gerd Leonhard Public low res
MIDEM just published an exclusive video with me: check it out below. "In this exclusive video post for MIDEMBlog, media futurist & CEO of The Futures Agency cites Guy Kawasaki's notion that we should be "bakers, not eaters," or contributors to an "ecosystem", i.e. a collaborative economy, as opposed to an each-to-his-own "ego system". Food for thought!
Check out this really cool video by Nina Paley, setting forth the exact same thought that I expressed at TedXNewStreet in London last year (slides / post, video) in my talk on The Future of Copyright and IPR: in a networked society, all (...well, I said, almost all) creative work is derivative in some way or on another.
From Youtube: "Our second "Minute Meme," illustrating how all creative work builds on what came before. Photographed and animated by Nina Paley. Music by Todd Michaelsen ("Sita's String Theory," a Bonus Track on the soon-to-be-released Sita Sings the Blues soundtrack CD!). Photographed at the Metropolitan Museum of Art, New York City. More information. High-res and Ogg versions...."
The video covers just about all angles of the music industry and provides a great overview of everything that's wrong (and could be righted, I guess) in digital music, and Michael sure has all the right answers to some pretty tough questions. In fact, for most of it, I couldn't have said it better myself:). Check it out. Michael and me do have a few things in common, as far as the message goes, I guess...
It was a pleasure to give a talk for my alma mater, Berklee College of Music, in Nashville (TN) yesterday, on the topic of monetizing music in a networked society (see the Facebook page). You can now browse the entire thing via Slideshare, below, or download the low-res PDF directly from here. Provided under creative commons attribution non-commercial license, as usual. Feel free to share and re-use.