The future of music, music 2.0, has now some clear definition and reference points on which it characterizes itself away from traditional commercial, sold-via-expensive-CDs, music.
Gerd Leonhard, the author of
The Future of Music (which I personally recommend to everyone), has just published a new book, entitled Music 2.0 (available also as a free PDF download) in which he explains in greater and more specific detail what the future of music is like and why he likes to call it Music 2.0.
In the future, music will be like water and electricity: on tap. You can get as much as you want and you will not have to pay by the song. Want more music? Just ask and listen to it.
How can this happen?
Simple: by licensing music as small portion of some other access payment we make. It may be your Internet access subscription, email account, or even via part of your telephone subscription, but there are definitely multiple ways in which music can be paid for in ways that is frictionless, inexpensive and practically invisible.
"All we have to do is offer a license to the networks first, and enable a flat rate... a flat rate that legalizes the ubiquitous use of music."
But beware, this isn't where the music artists and producers are going to be make the greatest part of their earnings. The real, solid revenues, are moving to a new marketing funnel ecosystem, in which everything from concert tickets, to merchandising, direct sales and customized/ personalized services are going to bring in a much larger revenue share.
If you want my opinion, I regard Gerd's writings and vision as one of the best opportunity any independent music author has to fully grasp and understand where we are directed and how one can make a living music by riding instead of succumbing to the new rules of content marketing and distribution.
Before diving into the book, here is the shortest but most comprehensive way that Gerd Leonhard can communicate directly to you the details of what Music 2.0 is all about. A full presentation with his voice and visuals, accompanied by a full text transcript with links.
