sound & clouds: reboot 10 talk

On Sounds & Clouds

Alex & Eric, Reboot 10

?[ Disclaimer ]

1It’s Not

About Free

What’s The Fuss About?

FREENOT

FREE

Kick Ass Factor

Generosity?

2It’s About The Light,

Not The Bulb

The licensing spree has begun...

Diz is social?

soundcloud.com/forss/flickermood

discobelle.net/music/dropboxv26/Turn_It_Up.mp3

spotify.com/track/6nFNSuVrBNqZ2Qe2TwZZ4G

It’s like a concert

3Any Sufficiently

Interesting Context Is Indistinguishable

From Content

Kelly’s Generatives

‣ Immediacy

‣ Personalization

‣ Interpretation

‣ Authenticity

‣ Accessibility

‣ Embodiment

‣ Patronage

‣ Findability

The Most Relevant Copy

“Context Is The New Content”

4Quality Means

Relevance

Old world!Attention is abundant

Distribution channels are scarce

New world!Distribution is unlimited

Attention is scarce

Snowballs!

5More Gloves For Rolling Snowballs

Drop In The Ocean

Pre-Released Music

Letting People In

Things Are Happening In The Glove Space

6Sounds & Clouds

iPhoto != Flickr

10 seconds != 1 second

Speed matters

∑All In All

All In All

1. It’s Not About Free

2. It’s About The Light, Not The Bulb

3. Any Sufficiently Interesting Context Is Indistinguishable From Content

4. Quality Means Relevance

5. More Gloves For Rolling Snowballs

6. Sounds And Clouds

Alexander Ljung, alex@soundcloud.com, soundcloud.com/alex

Eric Wahlforss, eric@soundcloud.com, soundcloud.com/eric

soundcloud.com/guestlist/rebootinvitez?

Fitting The Life Cycle of a Track in The Music Ecosystem

Private Public

Music Consumers can

Listen via their player

through the API

Artist Partners supply

retailers wt tracks in the

format they require

Artist Partners can

submit the track to other

consumption platforms

Music is published and

promoted through the

Social Networks

From a single sound sent privately between two

artists…

…through promotion of un-released tracks to industry and

tastemakers…

…to a full cloud across the web centered around the

artist’s track

…and back again through easy track accessibility that leads to

more derivative works