This panel takes place at the A2N in Berlin, 6th of Sept. 2010 (1:00 PM till 2:30 PM) more Infos after the klick
Helena Kosinski (Marketing Manager, The Nielsen Company)
Christoph Lange (Managing Director simfy, CMO)
Thorsten Schliesche (Geschäftsführer Napster Deutschland GmbH und VP Sales und Marketing Europe)
Tom Nieuweboer (Head of Digital – !K7)
and maybe 1 more..
Moderation: Barbara Hallama aka BarbNerdy
Let’s get together and discuss this:
“Very likely, in the near future, I won’t “own” any music, or books, or movies. Instead I will have immediate access to all music, all books, all movies using an always-on service, via a subscription fee or tax. I won’t buy – as in make a decision to own — any individual music or books because I can simply request to see or hear them on demand from the stream of ALL. I may pay for them in bulk but I won’t own them. The request to enjoy a work is thus separated from the more complicated choice of whether I want to “own” it. I can consume a movie, music or book without having to decide or follow up on ownership.”
Is this really a future we’re heading towards? And how soon? Today’s reality isn’t quite there yet. After all, as soon as we leave our wifi zone, we have to resort to listening to – or “consuming” – whatever we own, we’ve bought or simply have stored on our hard drives or CDs. We haven’t yet reached the state of complete disconnection from physical media. So, how long will it take until we can really get everything and anything we want from the cloud? What is the state of the art of consumption of creative works?
This session isn’t intended as a ranting against organizations like Germany’s performance rights organization, GEMA, to heckle the major industry. While it is important to show the point we’re at today, my broader focus is on a wider perspective of the future: to show the effect and possibilities, streaming can have on overall sales (in 360° models).
The discussion should also include the “utopia” of selling products with other models like micropayment and pay where you want and how you want on every platform.
Thesis: We would spend much more money if we just would have the possibility.
For twenty years, I have worked on all sides of the music biz, including 3½ years as editorial director of the small team that made up the German/Austrian iTunes music store. I started right after they opened in Germany/Austria.
Broadly put, my main interest currently is the “Future of Entertainment & Music”. That means looking at the strategies the industry is following and the digital culture that is evolving – and sometimes outpacing the industry. These include streaming services, recommendation sites, music platforms, social networks for sharing music inspirations, and so on. At this year’s Socal Media Week in Berlin I organzied and moderated a panel on the “Future of Entertainment” (see excerpts from my blog) and at last year’s A2N I organized and moderated a panel on the topic of the “Future of Record Shops” (see my review here)
I myself am a proud owner of 15,000 vinyl records and 160 GB of music on my hard drive. I obviously consider myself a collector, but that also means I dig for music just as much on the Internet as I did in record shops – almost on a daily basis. However, one thing has changed: for more than a year I have been subscribing to Spotify, and my behaviour has been altered to the extent that I won’t buy anything, e.g. an “album”, unless I’ve listened to it from beginning to end.
Text translated with a little help from my friend: O.Koehler