gerd leonhard keynote at futuresonic 2008 print

www.mediafuturist.com

Gerd Leonhard

[email protected]


Open is King -The Future of Music & Media

Presentation at Futuresonic 2008


10% are on Broadband

We are at less than 2% of the

TOTAL POTENTIAL of a Connected

Ecosystem


New ‘Digital Natives’ everywhere but


But this is not about Technology

"The illiterate of the 21st Century will not be those who cannot read and write, but those

who cannot learn, unlearn, and relearn." Alvin Toffler


Read

Watch

Listen

Write

MakeWhy is sharing so important?

Change


A crucial emerging practice: The Challenge of Connected Openness

Open systems will require a lot more Discipline and Skills, with Individuals and

Companies taking on new Responsibilities


Now, People will subscribe to People.

And to Mass Media, as well


N E T W O R K E DF r o m ‘ T h e N e t w o r k ’ t o

Example: Music


Instead of Control, Trust is the key to success in a

Networked World


Transparency creates Trust

Trust gives Influence

Influence pays (in many ways)

www.mediafuturist.com Welcome to the new record labels

Sifting, collating, connecting... curating - the new A&R


Narrowband

Linear InteractiveMonologs ConversationsCopyright Usage Right

Ads = Interruptions Ads = Content

Professional Creators User / Usator Content

Pay with cash Pay with attention Push Marketing Pull Pull Pull Pull

Own & restrict... IP! Share

Privacy easy (isolation) Privacy #1 Issue

M e d i a . . .

BOTH

will

CO- EXIST

B r o a d b a n dDisconnected C o n n e c t e d


Goodbye Scarcity


Welcome to Ubiquitous Content & Free Copies

www.mediafuturist.com Who is King...?The good old ‘chicken and the egg’ question

Content

Distribution

Search

Attention

www.mediafuturist.com An answer

Search

Distribution

Content

Attention

Everybody gets to be ʻKingʼ at different times


TextMusic &

AudioImagesVideo

...

Rating

Tags

Usage History

ContextPackages& ‘Skins’

MetaData

Edits & Mixes

Click Streams

AttentionKernels

ALL

IS

CONTENT

Proposing a new definition of ‘Content’

www.mediafuturist.com Content 2.0 - a two-way conversation -is already here


The Music Industry has had it upside down for a long time

The Key to Music’s Future

is not Protection - it’s

PERMISSION


The less control over our

‘Content’ we seek the more

customers / users / viewers /

listeners we will have

www.mediafuturist.com Control of Content is flatlining...


You can’t really ‘own’ the copy any more but

You can own the Context, the

Meaning, the Relevance, the

Experience, the Embodiment,

the Timing...


Engaged users are worth infinitely more than passive or restricted users

Income is generated not (just) with content but around content

“Paying with Attention” is VERY real *but just now unfolding

www.mediafuturist.com The need for Copyright 2.0


This is not a battle for getting people’s money but a battle for their Attention


A lot of Content Producers will expand into becoming Context Providers,

Curators, Aggregators, Packagers... Curation: Exposing and Seeding, Testing,

Rating, Tagging, Contextualizing, Remixing, (Re-)Framing, Packaging...


Mainstream Media is about Hit Content

User-Generated-Content is about Facilitation

and User Empowerment

T h e F u t u r e o f

M e d i a i s

p r o b a b l y

a b o u t BOTH .


In a crowded world...

Context Curation Community Conversation Relevance

Matters More Than Ever Before

www.mediafuturist.com Henry Jenkins, director of the MIT Comparative Media Studies Program: "In a hunting society, children [People] play with bows and arrows. In an

information society, children [People] play with information.”

Photo via http://flickr.com/photos/sherlock77/Gathered by www.mediafuturist.com


Get your children to play with information and

media... and see innovation

explode


Evaporating Distinctions

Creator and Non-Creator

Professional and Amateur

Now, all of us are both - at different times & in different places


Mass Collaboration creates many new benefits

as well as challenges


The complete rethinking of

“Education” is next


Imagine.. eBooks

www.mediafuturist.com The new ‘Sell’


Social Networks: The new Radio +TV

Friendster Facebook Myspace Cyworld Mixi QQ... are

BROADCASTERS


So what does all this mean for Artists &

Creators?


The most valuable future-proof asset: Creativity

Making sense out of chaos

Questioning authority (and qualification)

Cutting & pasting to create something new

Observing, copying and remixing

Collectively build something that is larger than

any individual effort could be

Teach the Art of Improvising

Bring Storytelling back into Media


How does will Creators be ‘paid’?

To a large degree and for most creators, probably not via copy/

unit/product-based ‘sales’ (at least for the next few years)

Once content flat rates are in place, clicking IS earning

Increasingly higher demand for actual experiences (gigs, stuff...)

Reputation that merits attention (which always merits $-spending)

Reputation that attracts offers to collaborate in other forms of

media that generate actual $$

Artist Brands that merit other brands’ engagement


Kevin Kelly: “The key is to offer valuable

intangibles that cannot be reproduced at

zero cost, and will thus be paid for...”


Things that are declining or outmodingTraditional copyright definitions and the idea of ‘content protection’

Record companies and other simple ‘content schemes’

Nation States

U.S. / Anglo-centric Media & Entertainment

Being offline

Broadcasting (as in ‘good old Radio & TV’)

Privacy (if defined as non-findability)

Paid-for software (and their monopolies)

Disruption-based Advertising

Roaming

Paper and Paper-based Media


Some Future Challenges

๏ Collision of old and new copyright paradigms

๏ Total re-write of the concept of ‘Education’

๏ Constant Privacy Renegotiations

๏ Mental Obesity Challenges

๏ Attention Scarcity

๏ For Brands: Maintaining Trust

๏ Globalization of previously protected spaces

and people


Gerd Leonhard

[email protected]


Thanks for listening

gerd leonhard keynote at futuresonic 2008 print

Business

total potential

digital natives

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