Lecture for University of Lincoln, Dec 5th 2011

1. University of Lincoln University 5 th December 2011 Susi O’Neill Digital Consultant Digital Marketing and the Music Entrepreneur

6. Access over ownership Image

8. Modular, customisable systems

9. Proprietary Systems

10. Customisable web Geocities (1994-2009)

11. Customisable > Generic Web MySpace (2003-2012)

12. Generic web Facebook (2004-present)

13. Rise of the digital native

14. Prosumer (Consumer as producer)

15. People Power

16. Source: Altimeter

18. Comparing Digital Natives...

19. ...With Silver Surfers Forrester: 2009

20. Old media: lean back

21. New media – lean forward

22. Web 1.0

24. Marta Strikland

25. The Culture of Now

26. Bid taping Seckilling music?

27. Signal to noise ratio

28. Tastemakers Navigating the data overload

29. Tastemakers Gatekeepers Navigating the data overload

30. Tastemakers Gatekeepers Curators Navigating the data overload

31. Music – Free Like Water? An exploration of online music for independent music entrepreneurs

32. 2009 Music Research 1) What are the opportunities and challenges facing independent music entrepreneurs – particularly ‘micro’ enterprises operating outside of the traditional music industry – in using digital distribution, marketing and communications? 2) What skills, business models, and strategies are needed to succeed in the digital economy?

33. Music Industry 2009

35. Changing roles and values of the music industry

36. DIY

37. MP3 Dominance

38. Whatever happened to music shops?

39. Online Commerce for Real world Places

41. House Concerts

42. Teenage Music Fan

43. The changing values of copyright Kutiman – Thru You

45. Music Fans SAVANTS ENTHUSIASTS CASUALS LURKERS

46. Opportunities in digital marketing and social media Provocation 7: Results: Summary: “ With all these digital platforms, it’s just too hard to reach enough fans to make it worthwhile. I want to play and write music, not spend all my time online.” Totally agree 14% Partly agree 35% Neither agree nor disagree 10% Partly disagree 19% Totally disagree 13% I don’t know/care 10% Agree: 49% Disagree, 32% Other 19%

48. Music, Free Like Water?

50. Imagine a world where music flows all around us, like water or like electricity, and where access to music becomes a kind of ‘utility’. Not for free, per se, but certainly for what feels like free. Fans, artists and all kinds of music communities drive business rather than being driven by corporate powers.” Leonard & Kusek, 2005

52. The Long Tail

53. 1,000 True Fans

55. Devaluation of Music?

56. Alternative Funding Models

58. Music Industry of the Future

59. Thank you Susi O’Neill, Digital Consultant www.digitalconsultant.co.uk Twitter @susioneill LinkedIn/Facebook @susioneill email: [email_address]