Kjetil Manheim

Utune, Drammen Norway 18.03.2010

I’m an artist- what now?

> HOW TO COMMUNICATE AND MAKE

YOUR WORK KNOWN AND SPREAD IN
THE WORLD

http://www.flickr.com/photos/8153468@N04/2668229310
Q: How do I succeed in a landscape
that looks like a fish marked?
Full of pirates, bad bones and free
riders?
LET’S TAKE A LOOK AT THE
SITUATION
WE LOVE MUSIC
AND WHAT WE LOVE, WE SHARE
http://www.flickr.com/photos/jrossol/
IT DIDN’T STOP THE HUMAN
BEHAVIOUR
 s t ry
in du
e
Th
Then came
digitalization
and later the
Internet
THE SAD RESULT
As if that wasn’t bad enough

THE ONLINE MEDIA INDUSTRY CAN’T

AFFORD PAYING FOR USING THE
CONTENT ON THEIR SITES
AND WHAT ABOUT THIS GUY?
Over time the music industry has been pushed into a corner where it’s product
is hard to distribute, and even harder to collect upon. And this is despite the
fact that people really love their product!

CHALLENGE
Is it really
sharing that is
the problem?
What is sharing?
And who
benefits from it?
The good ol’ days, back in the 80’ies

http://www.flickr.com/photos/tusnelda/4373074884/
 And had control over mostly
everything

…. The giants ruled the marked

80’ies: nearly no
distribution 
The recording cost was huge for all small bands, printing your own vinyl was pretty
expensive to. The established industry distribution was totally unavailable, the
broadcasts was somewhere in Utopia, and there was no cell phones or internet,
only the postal services and phones stuck to the wall in the hall

Every available effort was put into one task only: spread the content – with zero to
spend on marketing – I know

Now, what was good about this?

They who had a
label contract
and distribution

..got paid (Not a small thing)

Everyone else
depended on

…sharing
(a pretty small thing back then)
In 2010: to
damn much
distribution! 

(and (almost) no one seems to get paid)

But distribution
used to be good
…still is

(it’s just the bus model that doesn’t fit)

©
We know what ©
has done for
protection, but
what has © done
for free culture?
What is free
culture?
What good does
it?
http://www.flickr.com/photos/tylerstefanich/
http://www.flickr.com/photos/tylerstefanich/
CC makes the creative world a better place
My humble opinion

http://www.flickr.com/photos/creativecommons/2312740725/in/photostream/
OK, GOOD FOR ART, BUT WHAT
ABOUT PEOPLE SHARING?
http://www.flickr.com/photos/kentbye/1215052987/sizes/l/
 Big names
News media

For the masses

Music media Independent

Social network sites Music catalogue,

Niche music sites people’s talk

Niche music

Blogs & homepages What have you…

Microblogs
Direct messages
Music is a
social
product
We should move away
from traditional thinking
around releases and
develope continual
releases and events as
the basis of
relationships with fans
Different types of online
services
• My own record collection: Files, CD’s, vinyl, (hopefully) bought at a store, on
hard drive, syndicates with online services. Money to be
collected at point of sale. No money from usage

• Spotify, Wimp : Replaces my record collection. Money to be collected

for usage and file sales/ cd sales

• Last.fm : Meets social needs, share profile and explore

others, discover music. Money to be collected by file sales and usage

• Myspace, (my) blog etc: Meet the artist, money to be collected by sales,
usage, ads, accessories etc

• Youtube: Be entertained, search find share enjoy. Money soon

to be collected per stream (according to Google)

• Online Media Not much apart from ATTENTION, but new services
offer income opportunities
Make yourself available
• Get your information, music and brand online through a
blog, Myspace, youtube channel, Facebook fanpage etc.
• You should make your content available for download
and stream through your own sites Last.fm, Wimp,
Spotify, musicnodes, believe digital, record online stores
with digital distribution etc
• Set up a payment service on your own real estate if you
have content to sell
• You should start using CC for some of your work (or all, if
you want to)
• You should exploit your potential in contextual and
semantic advertisement, by offering intense usage to
sponsors (if it suits you)
• You should love and leverage on all the attention
http://www.flickr.com/photos/furiousgeorge81/
Now some
words about a
new type of
service
Last summer
Mediafront
made a demo
player for a
client
2010 in Norway
Through a web widget from Musicnodes,
music is being published and shared.
They call the widget a ”node”

Link &
embed

www.
 Artists,
Music publishers
Labels
 Musicnodes works along the longtail

Big names Niche music

• Articles
Music releases Music catalogue, people’s • Reviews
News media talk • Interviews
• Blogs and
microblogs
Music media • Social talk

Social network sites

Niche music sites

Blogs & homepages

Microblogs
Direct messages
For the media Musicnodes is a
source for content and revenue
 For the music publishers Musicnodes is a new
marketing tool for sharing of their own content,
distribution and public relations over the Internet.
 For the advertisers Musicnodes is a
communication channel with high visibility by
its contextual placement.
The future is
bright for
creativity and
music - I’m
confident
Kjetil Manheim
kjetil@mediafront.no
(47) 90064675
www.twitter.com/manheim
www.mediafront.no

THANK YOU