Copyright 2.0 and the Future of Music Gerd Leonhard Norway Think Tank June 2008

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Gerd Leonhard

gerd@mediafuturist.com

Thoughts on Copyright 2.0
and Music

Monday, June 23, 2008


Six points I want to share
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A real distinction between ‘Copy’ vs ‘Performance’ no longer exists

Even if that difference could be maintained: the ‘Selling of Copies’ is no

longer a growing business or sustainable model

The exclusive right to ‘make copies’ is becoming impossible to enforce

Criminalization of Sharing and Policing of Web-Access is
not the kind of ‘Justice’ our society can afford
New Permissions & ‘Usage-Rights’ can solve this problem

Do we want the Fair Remuneration of the Creators
or do we prefer - at all costs - to maintain the
Industry’s Control over the Users fka Consumers?

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cultural changes, Listening is Getting


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So:

• Why do we still attribute all value solely to ‘the right to make copies’?
• Why do we still treat broadcasting as ‘free’ for the user while ‘copying’
of the same music must be expensive and paid for ‘by the unit’ ?

• Can the broadcasting model (i.e. a blanket license, and music ‘Paid
with Attention’) serve as model for a new digital music license?


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The good news is:
We don’t need total control anymore.
We have more powerful options now:
Permission
Participation
Engagement
Sharing


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Allowing legal access

Attention and
Revenue Sharing

Getting
Attention



Giving
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Permission
and
Participating Now:

Now:



Understandable... but

“We let the consumer have too much of what they want, too soon, and we
hurt ourselves.... If they just want the single, they gotta get the album.
That was how life was. Today we should at least have that option...”

Maintaining control after release....?


Control is now firmly with www.mediafuturist.com
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We need to turn this around
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and allow this:
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Because Sharing is only at the
BEGINNING


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4.5 Billion next year. Facebook: Gerd Leonhard

Not on a per-song ‘copy’ license
Not on a per-unit ‘copy’ license
Not in India, China, Russia, Brazil, Indonesia...
Not based on controlling and
enforcing exclusive rights

That perfect Control we had is
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We need a Facebook: Gerd Leonhard

Web-Native, Connected
Usage-Rights Model


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Everybody gets everybody pays*


I think we all agree on this: ‘Follow’ me:

http://www.repmanblog.com/photos/uncategorized/48750_a.jpg

Creators must be paid for their work

But rather than this www.mediafuturist.com



I propose this www.mediafuturist.com
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Basically... www.mediafuturist.com
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Use



The needling and the damage done -
how insistence on the old model hurts us
• Artists still don’t get paid (even though we keep on demanding it)
• Unlicensed, fig-leafed, evasive startups succeed, and legal ones falter!
• Investors ignore fully legal ventures, but fund disruption
• Users aka consumers learn that some illegal activities are perfectly ok
• Trust in the market place and legal system erodes
• 100s of new companies are basing their models on non-traditional
rights models, already

• Remember what happened with Radio: refusal

resulted in very low (or zero) payments


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‘Economic Egoism’


But: could we refuse?

Walled gardens are dying (NYT, AP, Mobile Portals, MSFT...)

Daily advances in technology dwarf all efforts of Control

The law says: Yes

The users say: No

The West says YES the East says NO


The Digital Music Flat Rate is inevitable
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~1910

+ =

+ =
~2009?


But... where is the new money...?
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There are major issues to be worked out, but:

The potential evils of an Open Network - of ‘Too
Much Freedom’ - will certainly pale beside those
of a Closed, Controlled and Authoritarian Network


My plea www.mediafuturist.com
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Let’s trade some of that precious

to unlock and discover new revenues.



Peter Jenner’s ‘war and peace’ cloud


Copyright 2.0 and the Future of Music Gerd Leonhard Norway Think Tank June 2008

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