Rusty Rueff, CEO of SNOCAP, just gave the keynote at the Berkeley Play Conference. As widgets are at the heart of Snocap's vision of a distributed music shopping network in which consumers purchase directly from musicians via Snocap widgets, I thought it might be interesting to Sexy Widget readers.
It's very "keynotey" - in fact, Rusty never mentions the word widget - but I think it's an excellent example of one company's high level, widget enabled vision.
This is paraphrased:
"I was recently reminded of how the way we consume media has changed radically while travelling. Terrestrial radio, zune, ipod, Tivo Carson Daly from last week. Checked Weeds MySpace page to find the name of an artist.
It's a major transformation. The means of distribution have been turned upside down down. Billions of digital media items are created, people can get it where, when, how they want it.
Tech is meeting people's access and distr. needs of media for artists. Bouncing from various MySpace profiles, to being friended, and then buying the music from the artist. The gap between fans and artists is narrowing.
Close the gap between content creators and consumers. New technologies are making it possible. Golden, no platinum, age of info and data.
The age of relevance.
When the content matches a user's needs and wants. When they know me, and I know them.
Originally: one to many. Limited by one way technology.
Until 1983, only local content. USA Today changed that.
Used to be 3 or 4 networks.
Delivered at whim of publishers.
I used to be a DJ. I tried to introduce my friends to music. I was nudged by record companies.
It was a one way street. If they didn't like my music, they could turn it off, but not many other options.
Moved to Many to Few.
Late 90's communities was the key. Forums, chat rooms, sharing. It was better, but to hear music you had to turn on the radio.
Relevance of info is going up. But still needed to hunt for the way to bring the creator and the fan together.
The relatives of one to one.
If you want to hear music, you can go to Pandora. I know who i like, and others are introduced to me.
Last.FM, Soundflavor, Mog, working to know me.
iTunes led the way with music on demand. Rhapsody provides all you can eat.
Now everyone can be relevant. Enabled by tools where you buy anywhwere you can post html (html widget). Buy, one click, directly form the band, on any social network.
Todo, we are not at Tower Records any more.
Social networking is how people experience and share content, with no middlemen.
Information is more enjoyable and valuable, as it's on their own terms.
Artists can participate in a world where they can have relevance with their audience.
Some are predicting end of labels, end of mega stars. Will they go away? Absolutely not.
Music market needs hit makers. We need powerful, capitalized hit leaders. They have be seen as role models and inspirations. Without stars, we run a risk of the next gen of kids playing video games instead of guitars.
Hits should blow up faster in new world.
New age of relevance, more artists will be able to create hits. Will be able to connect with their audience. Relevance exists where creators and fans can have a relationship.
Millions of consumers are not limited to hundreds of albums. Barriers have been smashed. Creator no longer has to sell to millions to be relevant.
MySpace; one band named Fletch with 600k visits. MySpace sole distribution. NOt mega stars, not hitmakers. THis band can raise an audience one fan at a time.
In order for it to work, creators and fans must have needs met.
hundreds of millions of fans interacting with tens of millions of content.
Five things you need in hte biz industry:
1) know what the file is, what is being uploaded. is it ripped off content, or new stuff.
2) who is the owner of the file so the copyright can be protected. Capitalism works when art is rewarded.
3) what are the biz rules regarding sale of file? creators must have ways to set the rules, and monetize. Biz rules must be dynamic and be able to be reset on the fly.
4) Have a way to add new files / content. Millions of new pieces of music every day. We must support this.
5) Owners must be able to ID and cliam their old files. 22M unclaimed pieces of content. They need to be converted for sale.
Relevance Demands Freedom of Access
Without barriers, across platforms. If creators are to be relevant, they need to be able to access their content in the way they want it.
Accesss means choice. Important choices are being made that will shape the industry.
Take down is not the answer. Denial of freedom of access. Content availability needs to be increased. Access needs to go up. Take down is loss for everyone, loss of opportunity to make money and consume media.
Consumers must supply their own demand. I supply my own demand. Generation of consumers tired of being pushed to.
What must we do?
1) protect ownership of content creators
2) make it ALL accessible. It can't be private. If we don't deliver legal ways, illegal will take it's place.
3) bulld out the intersection of fans and artists. Fans as friends. Feedback loop.
Thank you notes for sales, concert alerts. Show the note from MyApace musician friend, get back stage pass.
Before you can be a fan, you need to find the band. Ultimate recommendation engine is what your friend is telling you.
Friends suggesting bands to other friends. Intersection of creators and fans. Bringing together creation and ability to consume creation.
Michael Eisner: creation and consumption have been moving together for 40 years, but it never arrived. It's coming now.
Can imagine fan feedback in recording studio stage.
Will increase discovery of music, and monetization.
SNOCAP will close the divide between music fans and musicians, eliminating the middleman, and ensuring copyrights are protected."
nice blog, i like it
Posted by: mp3 players | April 05, 2009 at 12:36 AM
Nice article. I liked it a lot.
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