Co-author of “The Future of Music” book Gerd Leonhard:
“A Future where all kinds of attention-based revenues (i.e. not just advertising-as-we-knew-it but revenue sharing of flat-rate offerings, next-generation ‘2.0′ advertising, up-stream selling and marketing, sponsorships and branding, linking and referring, etc) will very likely surpass copy & unit-sales revenues. A Future where many content creators of all kinds, in all locations, and within all levels of accomplishment will make more money based on what their brand stands for, based on their fans aka users having real, meaningful experiences with or through them, and based on who pays attention to them, when and where.”
Meaning – selling CD’s is not going to pay rent, put food on the table, or put gas in your tour guzzler. Rather, artists will be making money based on “performance based works”, like getting your songs onto MTV or the Travel Channel, playing shows in bigger venues, or having enough hits on your Myspace to snag a sponsorship from . In essence, even though fans aren’t making tons purchases, they still have to care enough to come to your shows, support you, and visit your media outlets. Sure, you will always be able to sell Tshirts and (some CDs), but you cannot rely on this revenue stream entirely.
Be a remarkable artist and make music that people love. Do something different. Make a statement. Get attention.
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