Talk given at the Utune festival in Drammen, Norway, about music and the Internet - how to embrase the social behaviour on the Internet, in stead of fighting against it

1. Kjetil Manheim Utune, Drammen Norway 18.03.2010

2. I’m an artist- whatnow? > How to communicate and make yourworkknown and spread in the world http://www.flickr.com/photos/8153468@N04/2668229310

3. Q: How do I succeed in a landscape that looks like a fish marked?

4. Full of pirates, bad bones and free riders?

5. Let’s take a look at the situation

6. We love music

7. And what we love, we share

8. http://www.flickr.com/photos/jrossol/

9. It Didn’tstopthe human behaviour

10. The industry

11. Then came digitalization and later the Internet

12. The sadresult

13. the online media industry can’t afford paying for using the content on their sites As if that wasn’t bad enough

14. And whataboutthisguy?

15. Challenge Over time the music industry has been pushed into a corner where it’s product is hard to distribute, and even harder to collect upon. And this is despite the fact that people really love their product!

16. Is it reallysharingthat is the problem?

17. What is sharing?And whobenefits from it?

18. The good ol’ days, back in the 80’ies http://www.flickr.com/photos/tusnelda/4373074884/

19. And had control over mostly everything …. The giants ruled the marked

20. 80’ies: nearly no distribution  The recording cost was huge for all small bands, printing your own vinyl was pretty expensive to. The established industry distribution was totally unavailable, the broadcasts was somewhere in Utopia, and there was no cell phones or internet, only the postal services and phones stuck to the wall in the hall Every available effort was put into one task only: spread the content – with zero to spend on marketing – I know Now, what was good about this?

21. They who had a label contract and distribution..got paid (Not a small thing)

22. Everyone else depended on…sharing (a pretty small thing back then)

23. In 2010: to damnmuchdistribution!  (and (almost) nooneseems to getpaid)

24. But distribution used to be good…still is (it’s just the bus modelthatdoesn’tfit)

25. ©

26. We know what © has done for protection, but what has © done for free culture?

27. What is free culture?What good does it?

28. http://www.flickr.com/photos/tylerstefanich/

29. http://www.flickr.com/photos/tylerstefanich/

36. CC makes the creative world a better place My humble opinion http://www.flickr.com/photos/creativecommons/2312740725/in/photostream/

37. Ok, good for art, But what about people sharing?

39. http://www.flickr.com/photos/kentbye/1215052987/sizes/l/

40. Big names News media For the masses Independent Music media Musiccatalogue, people’s talk Social networksites Nichemusicsites Nichemusic What have you… Blogs & homepages Microblogs Directmessages

41. Music is a socialproduct

42. Weshouldmoveaway from traditionalthinkingaroundreleasesand developecontinualreleasesand events as the basis ofrelationshipswith fans

44. Spotify, Wimp : Replaces my record collection. Money to be collected for usage and file sales/ cd sales

45. Last.fm : Meets social needs, share profile and explore others, discover music. Money to be collected by file sales and usage

46. Myspace, (my) blog etc: Meet the artist, money to be collected by sales, usage, ads, accessories etc

47. Youtube: Be entertained, search find share enjoy. Money soon to be collected per stream (according to Google)

49. You should make your content available for download and stream through your own sites Last.fm, Wimp, Spotify, musicnodes, believe digital, record online stores with digital distribution etc

50. Set up a payment service on your own real estate if you have content to sell

51. You should start using CC for some of your work (or all, if you want to)

52. You should exploit your potential in contextual and semantic advertisement, by offering intense usage to sponsors (if it suits you)

54. Now some words about a new type of service

55. Last summer Mediafront made a demo player for a client

56. 2010 in Norway

57. Through a web widget from Musicnodes, music is being published and shared. They call the widget a ”node” Link & embed www.

59. Artists, Musicpublishers Labels

62. Reviews

63. Interviews

64. Blogs and microblogs

65. Social talkBig names Nichemusic Musicreleases Musiccatalogue, people’s talk News media Music media Social networksites Nichemusicsites Blogs & homepages Microblogs Directmessages

66. For the media Musicnodes is a source for content and revenue

67. For the music publishers Musicnodes is a new marketing tool for sharing of their own content, distribution and public relations over the Internet.

68. For the advertisers Musicnodes is a communication channel with high visibility by its contextual placement.

69. The future is bright for creativity and music - I’m confident

70. Thankyou Kjetil Manheim kjetil@mediafront.no (47) 90064675 www.twitter.com/manheim www.mediafront.no