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The music experience – canary in the coalmine Vanessa Hutley GM MIPI

The music experience – canary in the coalmine Vanessa Hutley GM MIPI . The environment for music . Exciting Times. Over the last 5 years there has been a dramatic growth in legitimate digital music offerings in Australia. Australia = 20+ services Worldwide = 400+ services

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The music experience – canary in the coalmine Vanessa Hutley GM MIPI

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  1. The music experience – canary in the coalmineVanessa Hutley GM MIPI

  2. The environment for music

  3. Exciting Times Over the last 5 years there has been a dramatic growth in legitimate digital music offerings in Australia. Australia = 20+ services Worldwide = 400+ services + 14 million tracks

  4. New services! • 400+ legal services worldwide offering 13 million tracks • Digital makes up 30% of revenues • Rise in subscription numbers + revenues in 2011

  5. Take a guess… Out of 100 music downloads how many do you think are illegal worldwide?

  6. Piracy is Widespread "We sell about 40 per cent less albums than we did three or four years ago because of [illegal] downloading.” John Butler at ARIA No.1 Awards 2008 95% of music downloading is illegal (IFPI Digital Music Report 2009)

  7. The reality 1/3 of Australian internet users admit to downloading content via BitTorrent. CCi Digital Futures 2010 : The Internet and Australia

  8. Why use broadband? Whirlpool’s 2011 study found: • 55.5% of internet users used broadband to download TV shows/ movies or music • Only 19.7% of internet users used broadband to buy TV shows/ movies or music • 8.2% would change ISPs driven by provision of music and videos (up from 0.5% in 2010) (2007 study : commissioned by ARIA)

  9. If you get something for free do you also get a legal copy? 3 out of 10 internet users said being able to download music decreased the amount of music they bought. Only 25% said that it increased their music purchases. (CCi Digital Futures 2010)

  10. Lost Sales Over 1 billion songs are illegally traded per year by Australians alone – research in the United States suggests that at least 1 in 5 illegal downloads are lost sales, so in the Australian context this amounts to 200 million lost sales (compared to a legitimate market of 24 million digital sales).

  11. Just Majors? Illegal file-sharing is not just about stealing from rich major companies. It is about killing independent music and making it impossible for many great musicians to have a chance to release albums and have a musical career even as a part time job. (Lars Eric Mattsson, from Finnish rock label Lions Music – 15 January 2010)

  12. What can you do? There is no single answer

  13. International experience

  14. South Korea Music Sales (Trade USD M) data prepared by IFPI

  15. Sea change? • Graduated response has been implemented in France (HADOPI), Korea, Taiwan, UK and Ireland • Laws introduced in New Zealand last month • US MOU • Our preference in Australia is for a negotiated Code of Conduct between content creators & ISPs with MOU as benchmark

  16. Spanish Recorded Music Market (Trade, € M) data prepared by IFPI

  17. Music Matters Campaign ANZ 2011

  18. Music Matters is a collective of people across the music community that have pioneered a ‘hearts and minds’ campaign to remind listeners of the significance and value of music

  19. The Trustmark The trustmark will act as a guide for music fans to identify music stores, both online and bricks and mortar, that support creators

  20. What is Music Matters?

  21. What is Music Matters?

  22. What is Music Matters?

  23. The Music Matters education campaign is reuniting the spark and connection between music fans and artists to reaffirm the value of music and to express how important it is to each and every one of us

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