I had the great pleasure to speak at the Future As Music (FAM) conference in Madrid / Spain, today. This event was organized by AIE (the Artists and Performers Society of Spain) and I was delighted to present alongside one of my favorite colleagues, famed mobilist and mobile content guru Tomi Ahonen.
My talk and presentation was on the juicy topic of "The Future of Music & Digital Content: Mobile, Connected, Social, Open... and Paid?" and included comments on: 1) why it makes no sense to disconnect fans from the Internet and expect them to then buy more 'legal' music 2) why the music industry must adapt to the new behaviors of 'the people formerly known as consumers' asap 3) why we have a 'digital toll-booth challenge' (see my column on Spotify) and how we need to structure 'music sales' going forward 4) why music is first an experience and a service, and only then a product (and how the industry can monetize this shift) 5) where the New Generatives will come from 6) why a collective digital music license makes sense - and much more. Here is the slideshow, below (you can download the PDF via slideshare, as well). Enjoy and spread the word!
5. So what are those new behaviors?
• Access now comes before ownership
• All-you-can-eat and unlimited offers, flat-fees
& bundles are critical to success
• ‘Feels Like Free’ is a crucial step to conversion
• Paying with attention (i.e. advertising) is ok!
• The Users are gaining power, all the time
Welcome to the People
formerly known as Consumers!
23. A Public License
+ Build-in Revenues
+ Proportional Distribution
24. Many other New Generatives
Community Premium Services Permission
High Definition & Premium Media
Mobile Device Applications & Software
Live-Concerts, Web-Casts, Virtual Shows...
Flat Rates, Bundles, Revenue-Sharing
A new and very lucrative Ecosystem can emerge on-top of the flat-rate
25. We don’t pay to eat all the food... we pay for access
26. Why this is good for the Creators
Attention turns automatically into $$
Distribution is available to everyone, by default
Many up-selling options will emerge
Direct market access is included
Marketing costs will be greatly reduced
28. The Music Industry needs to switch to
Open
Open licenses
Open innovation
Open distribution
Open competition
Open partnerships
Open technologies
Open data standards
30. The rising tide floats all boats:
Permission, Collaboration and $-Sharing is key
31. So why is there still so little revenue
from Youtube, Myspace, Facebook...?
• Advertisers are always 2-3 years behind
• Lack of permission for premium and legal
content slows adoption
• Lack of public license has deterred new
investors, and killed many startus
• Mobile broadband and smart mobile
devices are just now starting to take off
38. Why I have spend $1000+ on iStockphoto
• Good quality images
• Finding the right photo is quick and easy
• The rights (licenses) are cleared
• The price is right (well... mostly)
• I don’t pay just for the content - I
pay for ease of use, peace of mind,
the interface, service & curation...!
43. Brands
Music Agencies
Advertisers
Industry Media
Legislation
Government
Telecom Regulation
Google China President Kai Fu Lee:
“Mutual Interest, rather than Monopoly,
is the key to sustainable growth”