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Music industry business models

Why connectivity is a new business model

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Continuing our Internet Week coverage: Connectivity could just be a new business model for the creative sector – which needs to harness the consumer power of the in-between spaces.

By Sarah Murphy and Hannah Spyksma

A little blue birdie sits on a perch. Occasionally it makes the odd feather-ruffling movement and lays not eggs, but tweets. Welcome to SPOT Interactive Conference in association with Internet Week Denmark, where the digital and physical worlds are colliding, converging and disrupting the way the creative sector operates. At some point during the morning of yesterday’s seminar, moderator Paul Tyler went over to the virtual bird which was housed in what looks like an old TV screen. He picked up a sticker that had been produced by the tweet machine and added it to his list of audience comments to read out.

Screen Shot 2014-05-02 at 10.37.13 AMHolding various bits of paper with the tweet-stickers stuck to them like a fan, he then told the audience that at this conference, making statements online via 160 characters is no longer enough. The audience should be asking questions through the tweets and disrupting the flow of information between online and offline, brands and consumers, content creators and users. In a way, navigating these in between spaces is what SPOT Interactive Conference was all about.

Held in Godsbanen yesterday, the conference was the first event in a comprehensive line up for the wider SPOT Festival which is on in Aarhus until Sunday.Screen Shot 2014-05-02 at 9.27.28 AM Involving a wealth of Danish creatives and drawing on distinguished international keynote speakers, the day-long seminar was the perfect case study into monetising a community when an audience is no longer enough.That’s to say; engaging with an audience, in this case grown from a bunch of existing music fans here in Aarhus for SPOT Festival and Internet Week Denmark. Then harnessing their potential for engagement as a way to create revenue that hopefully benefits not just business but also brings value to the consumer.

?Screen Shot 2014-05-02 at 9.25.36 AM If the key challenge for the creative sector is as speaker, Cliff Fluet summarised, how do you monetise a community when all you are used to is an audience? Then the answer could be yes.

More than just a static audience: Engagement is key

You might say that in essence this was exactly what the day’s first keynote speaker David Mattin of Trendwatching.com described as a “disruption of expectation”. He was the first of a range of speakers to address the concerns facing the creative sector in 2014. ”What consumers can do and want to do online is mirrored by what they can do and want to do in real life” said Mattin, “digital expectation itself does not stand still”.

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