Do you know what side you are on?

  • Music as an art form has always been an integral aspect of our culture.
  • The reason the music industry is struggling is because it is failing the culture in the digital age.
  • In a new era of the internet and technology, the major labels have refused to evolve with the culture and have remained focused on the legacy entertainment and media model where control of content and distribution has been been their focus

Societal defaults such as culture, media & entertainment, advertising and marketing, technology and economics have all changed and shifted over the last decade, and much of that change can be attributed to the younger but highly influential Networked Generation “NetGen”; consisting of the those aged 18-34 and which comprise 40% of the U.S. population.

They have chosen the Web as their platform for change, and their thoughts, beliefs and actions have created unprecedented cultural shifts.  

Mass media which reached out to mass audiences through 1-Way terminals (TV and Radio) has now been replaced by Micro communities which are organized online and who seek 2-way communication within commerce and culture. The principles of mass-audience and mass-marketing no longer apply because people organize in new ways - into people networks. They have discovered the power of collective, communal knowledge through sharing and growing, and realize it is the most efficient and effective way to understand and empower members, make decisions, identify with the direction of the culture, and deal with the many complex challenges they see in front of them.

This new interactive and community driven medium is pushing Mass media to the margins because it is no longer relevant or trusted by this new generation. Now, cultures of every-kind are pouring into the online “commons” (collectively owned resources). The size of this digital migration is staggering and poses a new challenge: what does it means to be cultured as globally connected human beings? People are turning inward to reassess their values and strike a new accord, and social groups both physically and digitally are no longer provincial but encompass mankind as a whole. We must leave our provincial focuses and myths behind and yield to a larger opportunity.

This new culture and mindset changes Media forever. Culture has always had strong connections to this medium but is now demanding a complete shift in its scope and execution; employing a new set of principles which entail freedoms, openness, shared knowledge and participation. The "NetGen" have redefined media because they want to live the music in the context of their new culture -- they want to participate and they want you to be part of it. This is the time and space for artists. They have the responsibility to represent the new culture, respect and preserve the individual experience and break away from the old institutional morals and the legacy “Label” business of selling plastic discs, managing rights, 360 contracts and suing fans.

music business


Old triple threat


culture business

New triple threat


 "Art is change and change is art", Seth Godin

Culture, real culture, is radical and transformative
  • It is capable of expressing what lies deep within us. It gives words to our reality.
  • It makes us feel as well as see. I
  • t allows us to empathize with those who are different or oppressed
  • It reveals what is happening around us.
  • It honors mystery.
  • The role of the artist is to illuminate that darkness, blaze roads through the vast forest so that we will not, in all our doing, lose sight of its purpose, which is, after all, to make the world a more human dwelling place.
Artists must be at war with a society that seeks to limit the imaginations of its people
  • Artists aren't mere accessories in the cultural boutique of a society; they are what defines culture for a society
  • If you don’t stand up for something, you will fall for anything
  • Used to be these acts were anointed, your goal was to convince a gatekeeper to support you, to let you in
  • That's what the music business was based on, getting in




social currency


 Social Currency


If content is king, context is queen


Most important communications are CULTURAL

  • MUSIC is powerful medium – it can reach more people, make more change than MONEY
  • Not just entertainment we need to be informed
  • FANDOM is a waste -- distracts from “serious things”






social capital
 Social Capital


The Web was born on openness, flourished on openeness, depends on openness

It was artists that set the founding ideals for the open movement:

  • Freedom from authority
  • Share freely
  • Music belongs to the people

It was technologiests that made it pragmatic

    • The socialsumer culture HAS TRUST at the GATE. 
    • Advertising is NOT authentic - it robs the culture of its meaning and sense of truth.
    • YOU have stand in your TRUTH

    • Artist have to be REAL 

    • Music won't be healthy again until it has self-respect

    • Until the artists stand for something other than cash and lifestyle.

    • Today you hear music is suffering a Quality Crisis – it’s NOT just the goods, it is also the service
    • People don’t buy goods they buy satisfaction

The act of CREATION is inseparable from the art of CONNECTION

    • In this culture there is a much higher weighting for things presented through people
    • Media that is target at you but doesn't imclude you has diminished value

social influence


 “just because you're a musician doesn't mean all your ideas are about music” -- Gerry Garcia

Social Influence


IT takes community to build and artist; it takes an artist to build community
  • Artist's should be a megaphone for a call to action -- otherwise they are just musicians. 
  • They have all the sensibilities, all the tools to compel
  • They have to use them to increase motivation, serve as change agents


For most of history, artists have been part of community - connecters, openers
  • Celebrity became a lot of people loving you from a distance.  The Internet and sharing of content is taking us back.
Wrong question - how do we make people pay for music?
Right question - how do we let people pay for music?
-(Artist struggle to balance time for creation vs amount of promotion – Change that equation/efficiency)

“We are living in a world of media illusion ... Without a mythic, story driven picture of what that desirable future looks like (with heroes), we will not get there.” Paul Ray

Healthy communities are ones that creates economic as well as social value.  Open Entertainment provides the platform for art and the monetization system to leverage artist's social currency and social capital to build social influence through community.  We ARE in the culture Business – a business of values, ideas and sharing stories, connecting and collaborating to create new myths, new heroes and new communications.  There has never been a better time or opportunity for artists to lead in the networked world and participate in the enormous opportunities online, both financially and creatively.






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