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Is video fuelling or cannabalising the music business model?
With the number of internet video users set to reach two billion by 2017, and YouTube increasingly becoming ‘the mainstream music business’, video is becoming the main way to discover, consume and share music for consumers. Video is increasingly used as a fan acquisition and retention tool, driving ticketing technology, ticket sales, as well as merch & affiliate product sales. It is becoming the main tool for driving revenue and consumption.
But is video really delivering real value and revenue to artists and songwriters? With an increasingly complex web of video networks, ad networks, Multi-Channel Networks, tracking usage and royalty data is becoming ever more challenging. What are the relationships and deals in place between the different players in the music and video eco-system? Who is benefiting from the lack of transparency?
The increasing importance of video raises the bar for creativity to achieve cut-through and virality. Creative curiosity and experimenting with technology are starting to develop new formats of interactivity, exploring the boundaries of the internet medium. Creating and resurrecting performances – what is ‘live’, and ‘alive’? Is new holographic technology pushing the moral boundaries?
At Music 4.5 The Rise of Video, we will be discussing some of the following questions:
- is video the new audio?
- with the growing importance of video, are we seeing a new role for labels as content programmers, and for radio and streaming services as curating content producers?
- video offers new advertising, product placement and branded content opportunities for advertisers – how much of the music video is about the music vs the advertiser money?
- is there a discrepancy in rights management between filming a live event and producing a promotional music video?
- what is the interaction between audio streaming/video streaming/music downloads/social networking and ticketing?
- are all the monetisation opportunities exploited, including serving all audience segments not just ‘the kids’, as music behaviours are changing across all generations and consumer segments?
Tickets are available – register here…using promo code PALMSOUNDS for a 10% discount