Customer Reviews

Music 2.0 -essays by Gerd Leonhard

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The music industry should have read Gerd Leonhard articles before.
A lot of his ideas are now standard. The business as a whole could have been more profitable.The record labels and publishers should listen to the costumers instead of old business models.

As a music business educator at Five Towns College, I use Music2.0 every day. It is the most valuable resource I know of for young musicians who want to achieve success independently in the music industry. In my opinion, it is "must" reading, written by one of the music industry's true genius futurists.

Gerd Leonhard's writings come from a position that is both inside the music industry (Gerd was a performing musician for many years) and decidedly outside as well. From his insider's position, he knows well what the ecosystem needs, especially what artists need and what audiences of all kinds need. He courageously speaks truth about the arrogance, indifference, and obdurate ignorance that the music industry displays, day in and day out, as they attempt to hold on to a broken model that existed more as a fluke than because of any genius or intention.

And, as one begins to understand by seeing the timeline of his essays, the music industry, which is collapsing as profoundly as the sub-prime mortgage industry, is Just Not Listening. But just because music industry executives are ignoring his ideas does not mean that you should, especially because the future of music is going to be defined, ultimately, by a political solution. It will be music industry lobbyists vs. the public.

Gerd's book informs what is actually at stake, and how, as a capitalistic society and as a political democracy and as an emergent digital culture, we can define the boundaries and rules that make music at least somewhat sustainable and somewhat fair. Read it and help bring about a bright future for popular music. Or ignore it, and we will see the music industry look more and more like our automotive industry: building cars that nobody likes based on economics that no longer exist, supported by government policies based on hearing only one side of the story.

Gerd Leonard delivers a profoundly insightful and positive look at music's future - a survival manual, depth chart, and trail guide all rolled into one. The author not only explores the digital music world taking shape around us, but also gives us sailing lessons on how we can successfully navigate through it. Must reading for anyone entering the creative AND business sides of music.

I first heard about Gerd when doing research for an upcoming music business road map and planning book for artists/bands. His first book, The Future of Music (with co-author Dave Kusek), really opened my eyes to the possibilities of the future and reduced (if not eliminated) my negative outlook on the industry. Music 2.0 compiles his essays and is a must read for those who believe in the future of the music business and want new music to continue to have an impact on us.

Hoover
[...]

"I highly recommend Gerd Leonhard's new book, "Music 2.0," to anyone involved in the music industry, or in media & entertainment in general. Having ready and enjoyed Gerd's previous book, "The Future of Music," and having been an avid follower of Gerd's blog and other writings, I was eagerly looking forward to "Music 2.0." I was not disappointed! In a collection of his essays dating back over the past four-plus years, Gerd demonstrates time and again his unique abilities as both a keen and insightful observer of the present and uncanny predictor of the future. As Gerd makes clear, the future of music is bright, indeed... but it will belong not to the traditionalists, but instead to those willing to think -- and act -- differently. If you want to participate, you need to read "Music 2.0."" March 30, 2008 Woody Armstrong, Director of Strategy & Business Development, United For Opportunity, Inc.

"I was really looking forward to read Gerd's Music 2.0 as his "Future of Music" book has been really inspiring for me during the last 3 years. "Music 2.0" is even better and I'm really convinced that in 3/5 years we will all be saying : Yes , Gerd was right. A must read if you want to work in the music business" March 12, 2008 Andrea Rosi, COO, Vitaminic SPA

"I have watched Gerd talking at conferences a number of times and been following his blog(s) for a long time but finally I have his main ideas in one book as oppose to having to looking around in different places on the web. A great read!" March 10, 2008 Jonas Woost, Head of Music, Last.fm

"This collection of thoughts by Gerd gives a clear vision of where the music and content industry should go: (open std & interoperability)+social networking = more revenues." March 10, 2008 Fernando Mantovani, Manager of Content Relations, Sony Network Services, Salzburg, Austria

"As a fellow digital music advisor/veteran myself, and a collaborator with Gerd, I can wholeheartedly say that his Music 2.0 book is a 'must-read' for those who operate in the trenches of the digital music world. His insights and ideas are well worth reviewing if you're in search of a roadmap to navigate what comes next in this dynamic space. Highly recommended!" February 25, 2008 Kelli Richards, President & CEO, The All Access Group

"I had the privilege to read Gerd's book a bit in advance of the official release and I can say I was stricken by his vision, which I largely share. if you want to have in idea of what might happen in the Music business area, I strongly advise you to read "Music 2.0" !" February 21, 2008
Gilles Babinet, Co-founder and non ex. Advisor, mxp4