the music industry - what's broken (excerpt of a keynote)
Post on 17-Oct-2014
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The following slides are a very brief excerpt of a 60 minute keynote I’m giving at Eurosonic Noorderslag, Europe’s most important live music industry conferenceTRANSCRIPT
1
Experimenting with Business Models in the
Music Industry (part I)
Alexander Osterwalder, PhdAlexOsterwalder.com
Twitter: business_design
the following slides are a very brief excerpt of a 60 minute keynote Iʼm giving at Eurosonic Noorderslag, Europeʼs most important live music industry conference
business models
The Business Model Canvas
to describe, challenge, design, and invent business models more systematically
building blocks 9
OFFER
CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEYACTIVITIES
KEYPARTNERS
KEYRESOURCES
The Business Model Canvas
the“old”recordlabelmodel
OFFER
CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEYACTIVITIES
KEYPARTNERS
KEYRESOURCES
The “Old” Record Label Model
hits & wannabe
hitsmass
market
huge sales from few
artists’ albums
OFFER
CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEYACTIVITIES
KEYPARTNERS
KEYRESOURCES
The “Old” Record Label Model
hits & wannabe
hitsmass
market
Retailers TV
Radio
huge sales from few
artists’ albums
“new” digital channels
OFFER
CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEYACTIVITIES
KEYPARTNERS
KEYRESOURCES
The “Old” Record Label Model
hits & wannabe
hitsmass
market
Retailers TV
Radio
tours &
concertsmerchandising
huge sales from few
artists’ albums
“new” digital channels
OFFER
CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEYACTIVITIES
KEYPARTNERS
KEYRESOURCES
The “Old” Record Label Model
hits & wannabe
hitsmass
market
Retailers TV
Radio
tours &
concertsmerchandising
huge sales from few
artists’ albums
detecting & building talent
marketing &
promotion
“new” digital channels
OFFER
CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEYACTIVITIES
KEYPARTNERS
KEYRESOURCES
The “Old” Record Label Model
hits & wannabe
hitsmass
market
Retailers TV
Radio
tours &
concertsmerchandising
huge sales from few
artists’ albums
portfolio of
star artists
detecting & building talent
marketing &
promotion
copyrighted content
“new” digital channels
OFFER
CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEYACTIVITIES
KEYPARTNERS
KEYRESOURCES
The “Old” Record Label Model
hits & wannabe
hitsmass
market
Retailers TV
Radio
tours &
concertsmerchandising
huge sales from few
artists’ albums
portfolio of
star artists
detecting & building talent
distribution
channels
marketing &
promotion
copyrighted content
manufacturers
“new” digital channels
OFFER
CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEYACTIVITIES
KEYPARTNERS
KEYRESOURCES
The “Old” Record Label Model
hits & wannabe
hitsmass
market
Retailers TV
Radio
tours &
concertsmerchandising
huge sales from few
artists’ albums
portfolio of
star artists
detecting & building talent
distribution
channels
marketing &
promotion
marketing &
promotion
royalty paymentssubsidizing
unsuccessful artists
copyrighted content
manufacturers
“new” digital channels
buzzgroup
?assess the business model building blocks of the “old” model /
where are the weaknesses?
OFFER
CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEYACTIVITIES
KEYPARTNERS
KEYRESOURCES
The Old Record Label Model
hits & wannabe
hitsmass
market
Retailers TV
Radio
tours &
concertsmerchandising
huge sales from few
artists’ albums
portfolio of
star artists
detecting & building talent
distribution
channels
marketing &
promotion
marketing &
promotion
royalty paymentssubsidizing
unsuccessful artists
copyrighted content
manufacturers
“new” digital channels
piracy
OFFER
CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEYACTIVITIES
KEYPARTNERS
KEYRESOURCES
The Old Record Label Model
hits & wannabe
hitsmass
market
Retailers TV
Radio
tours &
concertsmerchandising
huge sales from few
artists’ albums
portfolio of
star artists
detecting & building talent
distribution
channels
marketing &
promotion
marketing &
promotion
royalty paymentssubsidizing
unsuccessful artists
copyrighted content
manufacturers
“new” digital channels
unbundling of albums into single
songs (iTunes)price of songs
tending towards ZERO
but piracy is the wrong battle to fight!
OFFER
CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEYACTIVITIES
KEYPARTNERS
KEYRESOURCES
The Old Record Label Model
hits & wannabe
hitsmass
market
Retailers TV
Radio
tours &
concertsmerchandising
huge sales from few
artists’ albums
portfolio of
star artists
detecting & building talent
distribution
channels
marketing &
promotion
marketing &
promotion
royalty paymentssubsidizing
unsuccessful artists
copyrighted content
manufacturers
“new” digital channels
distribution is a commodity, attention is
the new scarcity
OFFER
CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEYACTIVITIES
KEYPARTNERS
KEYRESOURCES
The Old Record Label Model
hits & wannabe
hitsmass
market
Retailers TV
Radio
tours &
concertsmerchandising
huge sales from few
artists’ albums
portfolio of
star artists
detecting & building talent
distribution
channels
marketing &
promotion
marketing &
promotion
royalty paymentssubsidizing
unsuccessful artists
copyrighted content
manufacturers
“new” digital channels
talent will be discovered by
other mechanisms
OFFER
CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEYACTIVITIES
KEYPARTNERS
KEYRESOURCES
The Old Record Label Model
hits & wannabe
hitsmass
market
Retailers TV
Radio
tours &
concertsmerchandising
huge sales from few
artists’ albums
portfolio of
star artists
detecting & building talent
distribution
channels
marketing &
promotion
marketing &
promotion
royalty paymentssubsidizing
unsuccessful artists
copyrighted content
manufacturers
“new” digital channels
social networks are what drive music sales
OFFER
CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEYACTIVITIES
KEYPARTNERS
KEYRESOURCES
The Old Record Label Model
hits & wannabe
hitsmass
market
Retailers TV
Radio
tours &
concertsmerchandising
huge sales from few
artists’ albums
portfolio of
star artists
detecting & building talent
distribution
channels
marketing &
promotion
marketing &
promotion
royalty paymentssubsidizing
unsuccessful artists
copyrighted content
manufacturers
“new” digital channelsbloated cost
structure (talent discovery/marketing)
OFFER
CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEYACTIVITIES
KEYPARTNERS
KEYRESOURCES
The Old Record Label Model
hits & wannabe
hitsmass
market
Retailers TV
Radio
tours &
concertsmerchandising
huge sales from few
artists’ albums
portfolio of
star artists
detecting & building talent
distribution
channels
marketing &
promotion
marketing &
promotion
royalty paymentssubsidizing
unsuccessful artists
copyrighted content
manufacturers
“new” digital channels
shift of the balance of power
towards artists
OFFER
CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEYACTIVITIES
KEYPARTNERS
KEYRESOURCES
The Old Record Label Model
hits & wannabe
hitsmass
market
Retailers TV
Radio
tours &
concertsmerchandising
huge sales from few
artists’ albums
portfolio of
star artists
detecting & building talent
distribution
channels
marketing &
promotion
marketing &
promotion
royalty paymentssubsidizing
unsuccessful artists
copyrighted content
manufacturers
“new” digital channels
customer needs are not being satisfied
itʼs all about hits AND the Long
Tail of music
OFFER
CHANNELS
CUSTOMER RELATIONSHIPS
CUSTOMERSEGMENTS
REVENUE STREAMSCOST STRUCTURE
KEYACTIVITIES
KEYPARTNERS
KEYRESOURCES
The Old Record Label Model
hits & wannabe
hitsmass
market
Retailers TV
Radio
tours &
concertsmerchandising
huge sales from few
artists’ albums
portfolio of
star artists
detecting & building talent
distribution
channels
marketing &
promotion
marketing &
promotion
royalty paymentssubsidizing
unsuccessful artists
copyrighted content
manufacturers
“new” digital channels
distribution is a commodity, attention is
the new scarcity
social networks are what drive music sales
unbundling of albums into single
songs (iTunes)price of songs
tending towards ZERO
customer needs are not being satisfied
itʼs all about hits AND the Long
Tail of music
piracy
shift of the balance of power
towards artists
bloated cost structure (talent
discovery/marketing)
talent will be discovered by
other mechanisms
www.businessmodelgeneration.comwww.alexosterwalder.com
www.businessmodelalchemist.com Twitter: business_design
BusinessModelGeneration.com