Future Of Music

“David Kusek has an amazing grasp of where today’s music business resides, where its been and where its going. He has a unique ability with factual analysis to cut through the hype and buzz and  give us all a clear picture of what is actually taking place in today’s environment.”
- Terry McBride, CEO Nettwerk Productions

"The billions of songs downloaded from the Web monthly has shown
that the digital music revolution is well underway. The Future of Music
shows us where this is all headed and how music fans and artists are
going to benefit from the new paradigms and new business models that
are emerging."

-Ted Cohen, Senior Vice President, Digital Development & Distribution, EMI Music

"Some may find this book controversial while others will consider it
prophesy. Kusek and Leonhard have managed to tap into the problems-and
possibly the solutions-of an industry at the crossroads. For those of
us who left the record business to go into the music business, video
games are the new rock ‘n’ roll. But no matter where this revolution
begins or ends, the industry must learn to respect and react to its
consumers. This book contains valuable insights for us all."

-Steve Schnur, Worldwide Executive of Music, Electronic Arts

I know of no other text that as beautifully and concisely presents
the fundamental challenge that music now faces. This book is essential
for anyone who wants to understand what is at stake in this debate."

-Lawrence Lessig, Professor of Law, Stanford University and founder of Creative Commons.

"Amid all the shouting and confusion, along comes The Future of
Music, which in a calm and clear voice explains the essential issues
roiling the music business today. Most importantly, this is written
directly for musicians and their fans, rather than business people in
the music industry. If you want to know what you’re getting into as you
develop your music career, and where music will be coming from in the
future, you have to read this book."

-Gary Burton, Grammy-winning vibraphonist

"The Future of Music clearly and succinctly explains what will
happen to the way we consume music. Anyone who is planning to listen to
music from shiny pieces of plastic in the future will be in for a big
shock."

-Dave Goldberg, SVP and GM, Music, Yahoo!

"The Future of Music offers an enticing and provocative vision for
the future of an industry in dire need of reinvention. For newcomers
and industry veterans alike, Kusek and Leonhard paint a picture of
tomorrow’s music business that is at once dynamic, challenging, ever
changing, and unlimited in its potential. What else would we wish the
future to be?"

-Eric Beall, VP, Sony/ATV Music

"Kusek and Leonhard lay out critical visions of the past, present,
and future. A must-read for music and media culture futurists."

-Mike Dreese, CEO, Newbury Comics

"As a veteran of the wars between the mighty music publishing
conglomerates and those rare individuals who still cherish intellectual
property rights, I read The Future of Music with great interest. Kusek
and Leonhard have done an engaging job of presenting some imaginative
yet realistic alternatives for an ever-changing industry. Deep down I
hope they are wrong, but I doubt it."

-Steve Karmen, composer of "I Love New York," author of Who Killed the Jingle?

"In The Future of Music, Kusek and Leonhard take their place among
the visionaries of this fascinating industry. In this thought-provoking
and informative book, they take the reader on a journey to the rich
future that music and technology may bring us if we heed their warnings
about wise choices that must be made today."

-Joel Fisch, Senior Investment Manager, Intel Capital

"The Future of Music is now and the authors have clearly seen it.
This comprehensive and controversial commentary is a must-read for
every serious music industry professional."

-Chris Stone: Founder, Record Plant Recording Studios; Associate Professor, Music Industry & Recording Arts, USC

"A must-read for musicians planning to survive the next five years."

-Mark Featherstone-Witty, CEO, The Liverpool Institute for Performing Arts

Read more quotes posted on Amazon

“Having been in the industry for over 30 years, I recognize this book as visionary and for a young or even experienced performer, like myself, an excellent look into the future of the music business as well as the technological possibilities head.  I had predicted the crumble of the castle created by the industry majors and their control of the radio airwaves a little over 5 years ago just on common sense principles with the innovation of web access. The author here has put those common sense principles with substantive information on the evolution of web technology and communication. This book,coupled with the equipment and software available to produce in personal studio facilities gives the 21st Century musician and performer an opportunity to not only produce himself but market himself in way unimaginable in the past.  This is an ABSOLUTE…. MUST HAVE…..in the library of anyone who intends to participate in the Music Business. I won’t be enough just to read it, this is a small text book that future information as the industry continues to evolve, will be the basis of and will continue to serve as a reference source towards the fundamental understanding of the techno/business aspects necessary to understand.” - Earl Nesmith, Musart Enterprises

"Perhaps the most compelling music-biz think piece to emerge this year.  The authors challenge traditional assumptions about how to “make it” in the music business, providing much valuable legal and technical information along the way.  A must read for those who are banking on music for their own future." – David Roman, Future Music Magazine

"A solid look at how the music industry is healthy even if the music business is not. One of the best takes today on what a "pool of music" could mean to the artists, record labels and consumers." – The Register (UK)

"I think your book is the best music business book I have ever read!  I have recommended it at our recent meetings." – Franklin Spicer, Los Angeles Songwriter Co-op

Here is what some of the people who bought the book have said:

"The Future of Music is a prophetic book that nails right down where it’s at. It’s a must to read for everyone in Internet, media and music industries." – John Mark

"I just started reading you book and I can’t put it down!" – Sue Frenz

"I just finished the Future of Music. Incredible read. I’m abuzz with inspiration and hope." – Chris Farrell

"I have just purchased the Future of Music.  Quite an extraordinarly book, to say the least." – Bob Beland

"Great book.  I have bought over a dozen copies for colleagues." – Richard Rees

"We loved your book and our entire team has been given the assignment to read it.  A resounding THANK YOU for raising the consciousness of our customers and audience.  We will be recommending your book to everyone we know." – Amity Carriere, hotlocalmusic.com

"This book articulates a new thinking that must be embraced by the next generation of music professionals, especially unsigned, independent artists who wish to develop and capitalize on today’s available resources and tomorrow’s opportunities." - Lior Shamir, We Are Listening

"Thank you for giving everyone a reason to believe in the wonderous vision of the future of music." – Joe Lefebvre

Held back by fear, you are.

The music industry can’t preserve its current model of total control. Rather, it must embrace P2P and other new technologies because consumers won’t accept anything less than full freedom. In the future,preventing customers from doing things they have grown used to will equal a quickly executed death blow. For the music business, this means that any innovation that will be offered to the marketplace must be without any catches. It must be flat-out in synch with what the consumer will accept and wants, and its integration into the daily lives of the average music consumer must be unobtrusive and effortless.  In other words, keep it simple and give customers what they want.

As Yoda might say, “Held back by fear, you are. To the Dark Side, your stubbornness will lead.” It’s a
fate the music industry may want to avoid.

Read the second part of the interview here.

"Like modern  plumbing, the music industry could operate almost as a  utility—with copyright holders able to meter usage down to  how many people listened to particular songs at particular  times. In such a world, the industry could live off of micropayments flowing seamlessly back to the owners of  content rather than rely solely on the disjointed and  inefficient distribution of CDs to retailers. Artists, meanwhile, would have unprecedented access to new listeners  as their songs spread virally into vast musical networks  that fans can access literally anywhere. As the most  accessible artists find their audiences, those artists would  enjoy increased concert attendance, new forms of merchandise  and countless other opportunities to connect with fans like  never before."

Read part one of the two part interview

Part two is here

By Ashlee Vance in Chicago
The Register Wednesday 20th April 2005 19:03 GMT    Book Review Here

Long before Napster existed, the music industry condemned itself to a broken sales model. It guaranteed piracy, huge online song swaps and declining revenue. Luckily, none of this has much to do with the health of music. Music is thriving like never before. It’s the moguls and not the musicians who are hurting. This is the broad context laid out in The Future of Music by David Kusek and Gerd Leonhard…

* THE FUTURE OF MUSIC
David Kusek and Gerd Leonhard. Berklee, $16.95 paper (216p) ISBN 0-87639-059-9

In what could be one of the most provocative music books published this year, two innovators in music technology take a fascinating look at the impact of the digital revolution on the music business and predict "a future in which music will be like water: ubiquitous and free-flowing." Kusek and Leonhard foresee the disappearance of CDs and record stores as we know them in the next decade; consumers will have access to more products than ever, though, through a vast range of digital radio channels, person-to-person Internet file sharing and a host of subscription services.

The authors are especially good at describing how the way current record companies operate–as both owners and distributors of music, with artists making less than executives–will also drastically change: individual CD sales, for example, will be replaced by "a very potent ‘liquid’ pricing system that incorporates subscriptions, bundles of various media types, multi-access deals, and added-value services." While the authors often shift from analysts into cheerleaders for the über-wired future they predict–"Let’s replace inefficient content-protection schemes with effective means of sharing-control and superdistribution!"–their clearly written and groundbreaking book is the first major statement of what may be "the new digital reality" of the music business in the future. (Feb.)