the swedish model - lund university
TRANSCRIPT
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Vilka är viKalle Magnusson, Hybris
Martin Thörnkvist, Songs I Wish I Had Written
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Om ossSju svenska musikbolag
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Moto Boy, Familjen, Emil Jensen, Division Of Laura Lee, Parken, Juvelen, Audrey, Rigas, Fine Arts Showcase, Elias & The Wizzkids, Mai, Robert Svensson, Matts Katt, Gentle Touch, The LK, Dmitry Fyodorov, Montt Mardié, Soviac, Ed Greene, Scraps Of Tape, Yamon Yamon, Printer, Boeoes Kaelsigen, Jonathan Johansson, Far och Son, Andreas Mattsson, Hell On Wheels, Kalle J, Rubies, Sibiria, Vapnet, The Kid, The Swept-aways, TIAC, Aerial, Regina, etc.
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Musik + idéerPositivaMotpol
Om ossUpplägget
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Musikbranschen.
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Historiskt perspektivStorbolagen: Ägt hela kedjanRädsla för förändring / protektionism
Indiebolagen: Andra förutsättningarDrivande för förändring
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Historiskt perspektivÅterkommande förändringsfientlighet
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Artisten offerDödar kreativitetLobbar för statlig reglering
Återkommande argumentationHistorisk perspektiv
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“Stäng av internet, det tar död på all kreativitet.”
Elton John, 2007
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Paradigmskifte.
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Digitalisering,decentralisering,demokratisering.
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Samtida perspektiv
CDPCMP3
Digitalisering
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Samtida perspektiv
Internet
P2P
Bittorrent
Decentraliserig
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Samtida perspektiv
Inspelning
Reproduktion
Marknadsföring
Försäljning
Demokratisering
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Samtida perspektiv
Kontrollbehov
Brist på förståelse
Gammal modell funkar
Tröghet i skiftet
Stora organisationer
Analoga värden i digital värld
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iPod.150 miljoner sålda (mars 2008)
120 GB (kostar 2295 kr)Rymmer 30 000 låtar9,90 kr / låt
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297 000 kr.
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Ny era, nya möjligheter,nya idéer.
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Vårt perspektiv
“Stänga ner” är inget alternativMusikintresset ökarNya sätt att ta betaltInte råd att missa ett nytt teknikskifteÖkad tillgång
Verkligheten
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Popu
läri
tet
Produkter
THE LONG TAIL
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Vårt perspektiv
Diversifierad intäktsströmStörre kaka – mindre för fler
Pengar in vid varje lyssning
Internetekonomi
“Free”
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Att möta verkligheten.
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Vårt perspektiv
Släppa kontroll
Omöjligt att vara bäst på alltFokusera på kärnverksamhetenInvestera i framtid, istället för dåtid
Tro på innehållet
Att möta verkligheten
Sätta sig i förarsätet
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Vårt perspektiv
Låga trösklarFilterKontextSociala incitamentTrovärdighetsskapande
Viktiga funktioner
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Vårt perspektivStrömmar och smått
Myspace MusicSpotifyMikrobutiker
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Nya tjänster:Komplement, inte konkurrent.
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Vårt perspektiv
Andra perspektivRörligaTeknikkramare
The Swedish Model
Mycket att vinna – för alla
Få med oss tvivlarna
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Den nya modellen är att ha flera modeller.
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bild på vind
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Musikbranschen är inte isolerad.
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Större perspektiv
Allt som kan digitaliseras,kommer att digitaliserasBeteendetMånga mindre blir mer
Viktiga faktorer
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Vem mer?
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TV
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Större perspektiv
Google + StanfordOCRDatabas / shopLäsplattor / mobiltelefonE-papper
Bokbranschen
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Vår inställning:
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Tro på kärnan.
Möta fansen.
Bättre än gratis.
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Mer av oss
www.digitalrenaissance.sewww.theswedishmodel.org/slides
[email protected] 0704-03 89 [email protected] 0704-69 01 70