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                            Gerd Leonhard

                        gerd@mediafuturist.com
                        www.mediafuturist.com

             Thoughts on Copyright 2.0
                            and Music


Monday, June 23, 2008
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             Six points I want to share
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        A real distinction between ‘Copy’ vs ‘Performance’ no longer exists

        Even if that difference could be maintained: the ‘Selling of Copies’ is no

        longer a growing business or sustainable model

        The exclusive right to ‘make copies’ is becoming impossible to enforce

        Criminalization of Sharing and Policing of Web-Access is
        not the kind of ‘Justice’ our society can afford
        New Permissions & ‘Usage-Rights’ can solve this problem

        Do we want the Fair Remuneration of the Creators
        or do we prefer - at all costs - to maintain the
        Industry’s Control over the Users fka Consumers?
Monday, June 23, 2008
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Monday, June 23, 2008
Thanks to technology-induced                ‘Follow’
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  cultural changes, Listening is Getting
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Monday, June 23, 2008
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   • Why do we still attribute all value solely to ‘the right to make copies’?
   • Why do we still treat broadcasting as ‘free’ for the user while ‘copying’
      of the same music must be expensive and paid for ‘by the unit’ ?

   • Can the broadcasting model (i.e. a blanket license, and music ‘Paid
      with Attention’) serve as model for a new digital music license?




Monday, June 23, 2008
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Monday, June 23, 2008
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                        The good news is:
                 We don’t need total control anymore.
                 We have more powerful options now:
                 Permission
                 Participation
                 Engagement
                 Sharing




Monday, June 23, 2008
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                        Allowing legal access




                                                   Attention and
                                                 Revenue Sharing




                                                 Getting
                                                Attention




Monday, June 23, 2008
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                           Giving
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                         Permission
                             and
                        Participating Now:




                               Now:




Monday, June 23, 2008
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        Understandable... but




   “We let the consumer have too much of what they want, too soon, and we
   hurt ourselves.... If they just want the single, they gotta get the album.
   That was how life was. Today we should at least have that option...”



               Maintaining control after release....?

Monday, June 23, 2008
Control is now firmly with            www.mediafuturist.com
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Monday, June 23, 2008
We need to turn this around
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Monday, June 23, 2008
and allow this:
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Monday, June 23, 2008
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    Because Sharing is only at the
            BEGINNING




Monday, June 23, 2008
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                        4.5 Billion next year.    Facebook:
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 Not on a per-song ‘copy’ license
  Not on a per-unit ‘copy’ license
   Not in India, China, Russia, Brazil, Indonesia...
          Not based on controlling and
           enforcing exclusive rights
Monday, June 23, 2008
That perfect Control we had is
                                                      www.mediafuturist.com
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Monday, June 23, 2008
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                            We need a             Facebook:
Gerd
Leonhard




                  Web-Native, Connected
                        Usage-Rights Model




Monday, June 23, 2008
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  Everybody gets everybody pays*




Monday, June 23, 2008
I think we all agree on this:                                                                  ‘Follow’
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                        http://www.repmanblog.com/photos/uncategorized/48750_a.jpg




            Creators must be paid for their work
Monday, June 23, 2008
But rather than this                                                   www.mediafuturist.com




                        http://www.repmanblog.com/photos/uncategorized/48750_a.jpg




Monday, June 23, 2008
I propose this                                                            www.mediafuturist.com
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                             http://www.repmanblog.com/photos/uncategorized/48750_a.jpg




Monday, June 23, 2008
Basically...                                                             www.mediafuturist.com
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                                                    Use
                            http://www.repmanblog.com/photos/uncategorized/48750_a.jpg




Monday, June 23, 2008
www.mediafuturist.com


   The needling and the damage done -
       how insistence on the old model hurts us
 • Artists still don’t get paid (even though we keep on demanding it)
 • Unlicensed, fig-leafed, evasive startups succeed, and legal ones falter!
 • Investors ignore fully legal ventures, but fund disruption
 • Users aka consumers learn that some illegal activities are perfectly ok
 • Trust in the market place and legal system erodes
 • 100s of new companies are basing their models on non-traditional
 rights models, already

 • Remember what happened with Radio: refusal

 resulted in very low (or zero) payments

Monday, June 23, 2008
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                        ‘Economic Egoism’




Monday, June 23, 2008
But: could we refuse?
                                                                               www.mediafuturist.com




                   Walled gardens are dying (NYT, AP, Mobile Portals, MSFT...)

                   Daily advances in technology dwarf all efforts of Control

                   The law says: Yes

                   The users say: No

                    The West says YES the East says NO




Monday, June 23, 2008
The Digital Music Flat Rate is inevitable
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                            ~1910

                        +                =

                        +                =
                                    ~2009?


Monday, June 23, 2008
But... where is the new money...?
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Monday, June 23, 2008
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 There are major issues to be worked out, but:




    The potential evils of an Open Network - of ‘Too
   Much Freedom’ - will certainly pale beside those
 of a Closed, Controlled and Authoritarian Network


Monday, June 23, 2008
My plea                           www.mediafuturist.com
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                   Let’s trade some of that precious




         to unlock and discover new revenues.




Monday, June 23, 2008
www.mediafuturist.com



   Peter Jenner’s ‘war and peace’ cloud




Monday, June 23, 2008

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Copyright 2.0 and the Future of Music Gerd Leonhard Norway Think Tank June 2008

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Leonhard Gerd Leonhard gerd@mediafuturist.com www.mediafuturist.com Thoughts on Copyright 2.0 and Music Monday, June 23, 2008
  • 2. www.mediafuturist.com Six points I want to share ‘Follow’
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Leonhard A real distinction between ‘Copy’ vs ‘Performance’ no longer exists Even if that difference could be maintained: the ‘Selling of Copies’ is no longer a growing business or sustainable model The exclusive right to ‘make copies’ is becoming impossible to enforce Criminalization of Sharing and Policing of Web-Access is not the kind of ‘Justice’ our society can afford New Permissions & ‘Usage-Rights’ can solve this problem Do we want the Fair Remuneration of the Creators or do we prefer - at all costs - to maintain the Industry’s Control over the Users fka Consumers? Monday, June 23, 2008
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Leonhard Monday, June 23, 2008
  • 4. Thanks to technology-induced ‘Follow’
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dailywisdom cultural changes, Listening is Getting Facebook:
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Leonhard Monday, June 23, 2008
  • 5. www.mediafuturist.com ‘Follow’
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Leonhard • Why do we still attribute all value solely to ‘the right to make copies’? • Why do we still treat broadcasting as ‘free’ for the user while ‘copying’ of the same music must be expensive and paid for ‘by the unit’ ? • Can the broadcasting model (i.e. a blanket license, and music ‘Paid with Attention’) serve as model for a new digital music license? Monday, June 23, 2008
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Leonhard The good news is: We don’t need total control anymore. We have more powerful options now: Permission Participation Engagement Sharing Monday, June 23, 2008
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Leonhard Allowing legal access Attention and Revenue Sharing Getting Attention Monday, June 23, 2008
  • 9. www.mediafuturist.com Giving ‘Follow’
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Leonhard Permission and Participating Now: Now: Monday, June 23, 2008
  • 10. www.mediafuturist.com Understandable... but “We let the consumer have too much of what they want, too soon, and we hurt ourselves.... If they just want the single, they gotta get the album. That was how life was. Today we should at least have that option...” Maintaining control after release....? Monday, June 23, 2008
  • 11. Control is now firmly with www.mediafuturist.com ‘Follow’
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Leonhard Monday, June 23, 2008
  • 12. We need to turn this around www.mediafuturist.com ‘Follow’
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Leonhard Monday, June 23, 2008
  • 13. and allow this: www.mediafuturist.com ‘Follow’
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Leonhard Monday, June 23, 2008
  • 14. www.mediafuturist.com Because Sharing is only at the BEGINNING Monday, June 23, 2008
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dailywisdoms 4.5 Billion next year. Facebook:
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Leonhard Not on a per-song ‘copy’ license Not on a per-unit ‘copy’ license Not in India, China, Russia, Brazil, Indonesia... Not based on controlling and enforcing exclusive rights Monday, June 23, 2008
  • 16. That perfect Control we had is www.mediafuturist.com ‘Follow’
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Leonhard Monday, June 23, 2008
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Leonhard Monday, June 23, 2008
  • 18. www.mediafuturist.com ‘Follow’
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dailywisdoms We need a Facebook:
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Leonhard Web-Native, Connected Usage-Rights Model Monday, June 23, 2008
  • 19. www.mediafuturist.com ‘Follow’
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Leonhard Everybody gets everybody pays* Monday, June 23, 2008
  • 20. I think we all agree on this: ‘Follow’
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Leonhard http://www.repmanblog.com/photos/uncategorized/48750_a.jpg Creators must be paid for their work Monday, June 23, 2008
  • 21. But rather than this www.mediafuturist.com http://www.repmanblog.com/photos/uncategorized/48750_a.jpg Monday, June 23, 2008
  • 22. I propose this www.mediafuturist.com ‘Follow’
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Leonhard http://www.repmanblog.com/photos/uncategorized/48750_a.jpg Monday, June 23, 2008
  • 23. Basically... www.mediafuturist.com ‘Follow’
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Leonhard Use http://www.repmanblog.com/photos/uncategorized/48750_a.jpg Monday, June 23, 2008
  • 24. www.mediafuturist.com The needling and the damage done - how insistence on the old model hurts us • Artists still don’t get paid (even though we keep on demanding it) • Unlicensed, fig-leafed, evasive startups succeed, and legal ones falter! • Investors ignore fully legal ventures, but fund disruption • Users aka consumers learn that some illegal activities are perfectly ok • Trust in the market place and legal system erodes • 100s of new companies are basing their models on non-traditional rights models, already • Remember what happened with Radio: refusal resulted in very low (or zero) payments Monday, June 23, 2008
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Leonhard ‘Economic Egoism’ Monday, June 23, 2008
  • 26. But: could we refuse? www.mediafuturist.com Walled gardens are dying (NYT, AP, Mobile Portals, MSFT...) Daily advances in technology dwarf all efforts of Control The law says: Yes The users say: No The West says YES the East says NO Monday, June 23, 2008
  • 27. The Digital Music Flat Rate is inevitable www.mediafuturist.com ‘Follow’
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Leonhard ~1910 + = + = ~2009? Monday, June 23, 2008
  • 28. But... where is the new money...? www.mediafuturist.com ‘Follow’
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Leonhard Monday, June 23, 2008
  • 29. www.mediafuturist.com There are major issues to be worked out, but: The potential evils of an Open Network - of ‘Too Much Freedom’ - will certainly pale beside those of a Closed, Controlled and Authoritarian Network Monday, June 23, 2008
  • 30. My plea www.mediafuturist.com ‘Follow’
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Leonhard Let’s trade some of that precious to unlock and discover new revenues. Monday, June 23, 2008
  • 31. www.mediafuturist.com Peter Jenner’s ‘war and peace’ cloud Monday, June 23, 2008