This is video with the entire "Future of Media" talk I gave at the Google London office in July 2008. Topics: The Media Industry is in total upheaval due to the Internet - it took a lot longer than anticipated but it's now even more disruptive than we ever imagined. New and rapidly emerging cultural practices fueled by technology are erupting all around us: creators and users are both going direct (and overlap, too!), 'Feels like Free' has become the standard for music and video, complete fragmentation of audiences threatens many incumbent media business models, and Search now is Media. And finally, the Social Web may be alleviating the need for advertising as we knew it: brands can now pull the people formerly known as consumers with ads that are or feel like content, 'meet' and befriend users directly and engage them rather than enrage them with meaningless banners or TV spots. What would a web-native media ecosystem look like, and what will this mean for Marketing, Branding and Advertising? In a world where listening to / watching anything equals copying, downloading or receiving content, where access replaces ownership, how will content creators generate revenues? Is 'Control' over media needed in order to monetize it, and if not, what are the alternatives? Will everything be free, wholly supported by Advertising and Up-selling? More The_future_of_media_presentation_at_google_london_gerd_leonhard.pdf Thanks to Google UK for making this video!
The Wall Street Journal calls Gerd ‘one of the leading Media Futurists in the World’. Co-author of the influential book ‘The Future of Music’ (2005, Berklee Press), author of ‘Music2.0’ (2008), ‘The End of Control’ (2007) and 'The Future of Content' (2011), Gerd's background is in music; in 1985 he won the Quincy Jones Award and subsequently graduated from Boston's Berklee College of Music (1987). Since 2002, following a decade as digital media entrepreneur and start-up CEO, Gerd speaks at conferences and seminars around the globe on the Future of Media, Content, Technology, Business, Advertising, Telecom, Communications and Culture. Since 2011, Gerd's area of expertise also includes important "green" topics. Gerd's keynotes, presentations and think-tanks are renowned for his hard-hitting and provocative yet inspiring, motivational style. With engagements in 43 countries since 2003, Gerd has addressed over150'000 professionals, and is considered a key influencer. His diverse client list includes Nokia, Google, Sony-BMG, Telkom Indonesia, Siemens, Kuoni, RTL, ITV, the BBC, France Telecom/Orange, Deutsche Telekom, The Financial Times, DDB, Omnicom, the European Commission, Nokia Siemens Networks and many others. Gerd is a fellow of the Royal Society for the Arts (London). He resides in Basel, Switzerland. www.futuristgerd.com www.thefuturesagency.com www.twitter.com/gleonhard www.gerdtube.net