Leading media industry commentator Gerd Leonhard’s view on the future of the music industry are rather thought provoking.
This was part of CMW’s annual Digital Music & Media Summit
Introduction on the presentation by Mr Leonhard:
“Let’s face it: controlling the digital distribution of music is over. In addition, the Web is forever changing music production, promotion, marketing and even A&R, as well. Any and all music is now available online, permitted or not, streamed or downloaded – if anyone still cares for making that distinction. And as of early 2008, the snake-oiled idea of DRM and digital copy protection is finally, officially, irrevocably, toast, too. The battle for digital control has been lost. For those digital natives, access to music is already replacing ownership. Radio – as we knew it – is now playing second fiddle to Online Social Networks, and the kids are tuning out of MTV & VH1 and into free, web-based, shortform TV like YouTube. Flat rate music proposals are being discussed around the globe, and gathering steam. Now, the key question is this: how can music creators get paid (and indeed, prosper!) in a world of open access, feels-like-free, paying-with-attention, a world where telecom operators, search engines and online giants run the show? How do we make money after we give up control (and it certainly looks there is no other choice)? In his keynote, Gerd will talk about why it is crucial to welcome this change, and let go of the idea of controlling the digital flow of music, and where the new cash will come from – and lots of it, too…”
Gerd Leonhard (46) is a Music & Media Futurist, Author, Speaker, Advisor, and Digital Media Entrepreneur. The Wall Street Journal calls Gerd one of the leading media futurists in the world.Hed is the Co-Author of the influential book “The Future of Music” (2005, Berklee Press), as well as the author of “Music2.0” (released 2/2008 http://www.music20book.com), and of “Open is King – The Future of Media beyond Control” (late 2008). (Source: Linkedin profile)