Attention! Future Music models without ads

'Music is emotion.' Beware! Persuasion is everywhere! In this emotional state you are seduced to buy stuff! The ad-funded music business models are driving consumers crazy! Imagine you are in love with a beautiful girl. You would only think about this girl while listening to a great love song. But there are some other parties trying to get your attention. The artist is trying to sell his album to you, the brand which is supporting the artist is trying to create some goodwill, the platform is trying to upgrade your account to a premium service and if you go to MySpace you even get some great overlay advertisements while watching the music video.

Dave Kusek just blogged that we have to think of a different music model with respect to the artist-fan relationship. I am afraid the ad-funded business model doesn't fit this need. Too much parties trying to get your attention, a subject Gerd Leonhard blogged about today. Gerd writes it is all about participation, engagement and attention. I think Gerd is right, there will be much more advertisements around content the upcoming months and years. Why? Because the music industry isn't innovating! Technology changed the traditional value chain of the music business into a value network. A network where artists, consumers, record companies, music publishers and copyright societies are forced to work together to co-create a great customer experience. The music industry has just stopped the fight against technology and is now fighting with itself about margins. Still no focus on co-creation and innovation! If you would like to read about co-creation, "The future of competition" by C.K. Prahalad and Venkat Ramaswamy is a most read. Thanks for your attention! Let's start innovating!