Music IndustryMusic IndustryListeners change, why don’t you?Listeners change, why don’t you?

ProductProduct

SONGSSONGS

EarningsEarnings

Sell CD’s / copyrightsSell CD’s / copyrights

Target GroupTarget Group

People that want to LISTEN musicPeople that want to LISTEN music

Does it Work?Does it Work?

Not anymore...Not anymore...

that’s why in France they have the 3 strikes that’s why in France they have the 3 strikes lawlaw

that’s why in Sweden close down the Pirate that’s why in Sweden close down the Pirate BayBay

and the story goes from Napster to Pirate Bay and the story goes from Napster to Pirate Bay to Something Else soon to Cometo Something Else soon to Come

Where is the problem?Where is the problem?

ProductProduct

SONGSSONGS

Are songs the product?Are songs the product?

Target GroupTarget Group

People who want to LISTEN musicPeople who want to LISTEN music

Really? Is that the target Really? Is that the target group?group?

I want to listen musicI want to listen music

Youtube, LastFM, BlipFM, Myspace, Youtube, LastFM, BlipFM, Myspace, Pandora.....and more and more and more and Pandora.....and more and more and more and more and moremore and more

Why should I pay for a Why should I pay for a song?song?

When that song is available for free ?When that song is available for free ?

then again...then again...

How am I suppose to buy a song, before I How am I suppose to buy a song, before I actually listen it?actually listen it?

Listeners ChangedListeners Changed

Time for the industry to Time for the industry to change as wellchange as well

Solutions (for free)Solutions (for free)

1. Redefine your 1. Redefine your productproduct

You don’t sell songs, you sell artists!You don’t sell songs, you sell artists!

2. Redefine your target 2. Redefine your target groupgroup

You don’t sell to people who want to listen, you You don’t sell to people who want to listen, you sell to people who want to “get involved”.sell to people who want to “get involved”.

3. Free is never for free3. Free is never for free

Is there a pattern of Is there a pattern of what you talking about?what you talking about?

Yes, there is a pattern! Yes, there is a pattern!

PatternPattern

Promote the artistPromote the artist

Spread the musicSpread the music

Sell the experienceSell the experience

Oops! Before you sell experience...create Oops! Before you sell experience...create some!some!

Is there any more?Is there any more?

More?More?

There is only more...this presentation was just..There is only more...this presentation was just..

FOOD FOR THOUGHTFOOD FOR THOUGHT

http://dealsend.euhttp://dealsend.eu