Andrew McCluskey, Writer, Composer, Musical Director
4 votes by Marc Bodnick, Scott Kiekbusch, Kelly Erickson, and Devin Lyttle
I
can’t help but think this is inextricably linked to the future of the
artist – the person who creates the actual music. Right now that future
looks pretty bleak – in a society where the value of their work is
moving to zero – how will we sustain the people who create that which we
consume?
The last decade has seen what happens when manufacturing costs are dramatically reduced and distribution becomes negligible – production soars, quality and perceived value declines – consumers need filters to help them make sense of everything whereas artists need help to try and break through the noise.
Move to a cloud based smorgasbord – and the rules change again. In a world where nobody owns anything - power and opportunity rest with those that control access. Artists would require a system that cataloged every track in the cloud and allocated rev share based on proportional use. The system would need to be open and transparent and work across all companies who provide access. This would require huge co-operation between companies - if you think the executives at AT&T & Verizon are any different from the executives at Universal Music Group or Warner Bros – well – good luck!
The future of the music industry depends on consumers attributing value to the work produced. As artists, the most effective way to make that case is to establish a direct relationship with the end user; a development of the ancient patronage model, one in which the concept of ownership is still valid. Although I think the next decade will see a huge pendulum swing towards the access model – inevitably the human beings will screw it up and the pendulum will swing back a little as people tire of having their access revoked.
The last decade has seen what happens when manufacturing costs are dramatically reduced and distribution becomes negligible – production soars, quality and perceived value declines – consumers need filters to help them make sense of everything whereas artists need help to try and break through the noise.
Move to a cloud based smorgasbord – and the rules change again. In a world where nobody owns anything - power and opportunity rest with those that control access. Artists would require a system that cataloged every track in the cloud and allocated rev share based on proportional use. The system would need to be open and transparent and work across all companies who provide access. This would require huge co-operation between companies - if you think the executives at AT&T & Verizon are any different from the executives at Universal Music Group or Warner Bros – well – good luck!
The future of the music industry depends on consumers attributing value to the work produced. As artists, the most effective way to make that case is to establish a direct relationship with the end user; a development of the ancient patronage model, one in which the concept of ownership is still valid. Although I think the next decade will see a huge pendulum swing towards the access model – inevitably the human beings will screw it up and the pendulum will swing back a little as people tire of having their access revoked.
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