Music 2.0 : Essays by Gerd Leonhard by Gerd Leonhard

By Gerd Leonhard

Music2.0 is an inspiring and invigorating selection of tune & Media Futurist Gerd Leonhard's most sensible essays and weblog posts at the way forward for the track undefined. The ebook maintains and expands at the rules and types Gerd awarded in his first e-book the way forward for song (co-written with Dave Kusek, released by way of Berklee Press, 2005), which has develop into a must-read paintings in the song undefined, world wide, and was once translated into German, Spanish and Italian. Music2.0 basically describes what the following iteration of song businesses will really seem like; consequently using the time period Music2.0, a catch-all word derived from the more and more over-used internet 2.0. during this e-book, Gerd doesn't mince his phrases whilst it s approximately spelling issues out, and his type is either enticing in addition to hard-hitting and provocative. in retrospect on the uncooked fabric for this booklet - Gerd's 1,000+ weblog posts and over 20 long-form essays - it truly is glaring that by way of some distance the main usually lined topic is what many folks have come to name tune 2.0, i.e. the hot ideas that may outline the subsequent new release of the tune company. The Music2.0 time period used to be no longer invented by way of Gerd yet is now heavily hooked up with many different phrases and portmanteaus that Gerd has co-created equivalent to tune Like Water, the Flat cost for song, sounds like loose (FLF), the Usator, Friction is Fiction, and the folks previously often called shoppers. Gerd has written and blogged approximately electronic track and the following new release of the track for over 4 years, in airplanes, taxis, trains, busses, inn lobbies, convention halls, and infrequently, at domestic. hundreds of thousands of alternative writers and bloggers have associated with or quoted Gerd s paintings and his writings have inspired many startups and large media businesses, alike. in the course of these years, Gerd's message and reviews have developed yet his backside- strains and visions haven't replaced an awful lot. whereas interpreting the publication it's always interesting to determine that lots of Gerd's predictions have certainly come actual, by means of now, similar to the main list labels losing DRM, in past due 2007. Music2.0 provides the easiest of Gerd's writings from the earlier 4 years with no changing the unique content material too seriously that allows you to shield the timeliness and context of while it was once really written. because the reader strikes from 2003 to 2007, the evolution of varied principles and expressions can basically be saw, and it will make for an attractive interpreting event, in addition while the reader jumps from side to side. take pleasure in Music2.0!

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Look for “feels like free” distribution models that get some serious and free exposure for your content, because exposure is always first – before you sell, you must be found! 6. let ’s unchain the music we already have. Allow your back catalog to emerge from obscurity by placing it into the digital networks, under the lowest possible set of restrictions that you can get away with. This means a solid “yes” to free music services, feels-like-free online radio, and even free media products – make it “free” if and when it has to be, and charge for it when, where, and how you can.

Hired to work , not work for hire. Work-for-hire turns into “hired to work” as the tables turn on the music industry oligopoly. S. their performances and recordings were often deemed “work for hire,” the next generation of up-and-coming artists will hire their managers and agents to do the work for them. What a seismic shift, and what a great opportunity for smart entrepreneurs who know how to address these markets: artist marketing services, agenting and recommendation technologies, business networking tools, small enterprise solutions, and agile application service providers.

Lower the prices and unplug the pirates. Drastically lower the prices for music products and you will see “piracy” disappear quickly because pirates cannot compete any longer. Can you make a profit on a lower sales price? Here is my math: Reduce your productions costs by 25%; sell the product for 30% less; cut in the artist for 25–40%, but most important look to get 95% of your catalog exposed to their perfect target groups, via the Internet; save 50% on your marketing budgets; and take advantage of a much larger market altogether, because now people will be paying attention to music again.

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