Music 3.0Leveraging the Web 3.0 Potential

Dmitry Paranyushkin / PLAYBerlin

Music 2.0

• New technologies, software, hardware

• Direct interaction: artists – audience

• P2P networks – free distribution

• Labels became obsolete

How Music Works

Artists Audience

Feedback Loop

Artists Audience

Labels

$$$

Music as Commodity

Web 2.0 Chaos

Artists Audience

Labels

?P2P & BitTorrents

MySpaceFacebook

Last.Fm

RapidShare

Blogs.com

.com.com

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Web 3.0 Infrastructure

Artists Audience

Collaboration & ParticipationMusic Binds Communities

Music Fuses with TechnologyPersonal Recommendations

Cloud

Paradigm Shift

Music as aCommodity

Music as anExperience

Music = Event

• In 2008 CD sales down 30%*

• Music licensing revenue up 87%*

• Artists make money from events & touring

• Audience wants to feel part of the process

• Huge online communities built on music

* Data from Recording Industry Association of America 2008 report

What is Needed?• Investments

• Facilities

• Distribution

• Promotion

• Press

• Events management

• Rights management

• Curatorial function

• Music binds communities

• Providing experiences through music

Einstuerzende Neubauten

• “Supporter” project

• Fans could form an online community

• Fans financed creation of 3 albums

• Fans participated in the process

• Fans had exclusive access to the band

• Fans got exclusive tracks and CD sets

Results?

• Who performs curatorial role?

• Neubauten had to hire press agents

• They also had to find studios, facilities, etc.

• Promotion

• Event organization

• Not everyone can set up a website

Web 3.0 and Music

• Build and maintain community

• Create distribution channels

• Press and promotion

• Organize events

• Use recommendation services

• Find ways to monetize

Building Community

• MySpace

• Ning

• Facebook

• Last.Fm

• Twitter

• ThisIsLike

• QIK

Distribution Channels

• Last.Fm

• iMeem

• SoundCloud

• P2P (BitTorrent, Soulseek)

• iTunes

• ReverbNation

Press & Promotion• SonicBids

• Facebook

• FanBridge

• Vimeo

• MySpace (using other bands’ contacts)

• Last.fm sponsored plays

• Google AdWords

• ThisIsLike

Organize Events

• MySpace (through “friends”)

• SonicBids

• ReverbNation

Curatorial Function

• Last.Fm recommendation system

• iTunes Genius

• ThisIsLike

• Music blogs

Monetize

• Accept donations (PayPal)

• SellaBand

• iTunes

• iPhone Apps

• Live events

• Collaborations

More Ideas?

Go to www.thisislike.com/music-30/about

Dmitry Paranyushkin / PLAYBerlindmitry@playberlin.com

+49 15 777 8650 77