SXSW Panelpicker 2015: Surviving the Shift: Music and Data

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  • Gigi Johnson, EdD UCLA Center for Music Innovation1 SURVIVING THE SHIFT

    RethinkingMUSIC AND DATA

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    We now create for a connected worldSource: Facebook

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    Surviving Innovative Disruption: Rethinking Owning MusicNielsen/Soundscan

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    Bigger US Shifts YTD 2014Nielsen/Soundscan

  • CONNECTEDINNOVATION

    (MASSIVE) SYSTEMIC CHANGE

  • Innovation: Not NewCreative Destruction (Sombart, 1913; Schumpeter, 1942) Lifecycle Stages of Innovation (Utterback & Abernathy, 1975)

  • Change?

    What makes something Innovation?Invention?Creativity?

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    Creativity -- Embedded in Innovation

  • Innovation -- Speeding Up? Increased VUCA (volatile, uncertain, complex, & ambiguous) factors that had been certain

    An Incumbent Question?Innovators Dilemma (Christensen, 1997)

  • HOW CAN YOU LEAD INNOVATION UNDER UNCERTAINTY?

  • CONNECTING THE DOTS:TIME + PLACE + DATA

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    Computers as a Retail Consumer Product: In 1965Cartoon, Gordon Moore article Electronics, Volume 38, Number 8, April 19, 1965.

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    We Have ArrivedAt???Flickr/jgoge123 cc 2.0

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    3 Drivers have Geometrically Transformed How We Connect

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    4 Costs Transform Content Creation, Transport, and Playback

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    Flickr/sixteenmilesofstring, smanography, toasty, dasqfamily, rauchhaus cc 2.0Technologies Connect Where and WhenTechnology as extensions of embodiment (McLuhan, 1967)TimePlaceConnections

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    Time and Place Shifted to the Home and Onward

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    Progressive Media Have Re-sliced Time and Place for Consumers

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    Digital Media Cracked Open Time and PlacePermanently

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    Digital Media Cracked Open Time and PlacePermanently

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    DATA now Drives Connected ValueFlickr/notbrucelee

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    Digital Drivers Reconnect Time and Place with Data

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    Technology: Changing Rules

    ExpectationsAttentionContentPerceived Time

  • Shifting Who/How Pays around Data and ability to RENT vs. Own

  • Data Drives New Business ModelsRazor/blade cross-subsidyPaying for virtual goods or relationshipVersioning/Freemium (free or inexpensive versions to promote and for various media)Selling data and behavior (like advertising)New Windows new slicing economic rent by timeframe and technology limitsLibrary selling different time/place values for paid-for contentSecond- and third-screen attemptsMulti-screen expectations

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    New Aggregators: No Inventory CostWired, October 2004

  • Networked Creators, Distribution, and Filters Tools in Consumers HandsProfessional creation tools in mass marketCosts reduced for consumers to create and connectNew businesses in Onboarding via web 2.0Social pass-along LARGE volume of conversation and influence

  • Connection as Content:Time + Content Productions of the MassesIs Social Media the new media?Time from or added to?Value from data scraping and LOW click-through ratesRelationships as value?

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    Techmeme: Social graph vs. Interest graph The Age of Relevance*Shifting Powers: Information, Recommendation, and/or Relevance

  • Time & Place: Data Recrafts Assumptions Around Local ContentLocal: New media based on filters and dataHeatmaps for digital listening and decision-makingSearch-based hyper-local advertising and appsMobile beacons for concerts?New business combinations? Local creation? Local social tools/conversations?

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    New Stack: Ecosystems of Layers on SaaS / PaaS / IaaS

  • New Ecosystems: Integrating Re-Aggregators

  • The 3 As + F Core to New Data Ecosystems

  • SURVIVINGTHE SHIFTSXSW Panel Picker VOTE!http://panelpicker.sxsw.com/Maremel.com eNews, events, and courses @maremel

    Both are Systemic, not individual heroic actionOrganizing the businessCollecting local audiences for local advertising, local media content, and geo-contracted structures of national content and ads.