An interesting panel discussion about bringing, in this instance; music and digital communities together.
I quote exstensively from the piece as I think it is worthwhile. what is insightful is a growing understanding that you cannot hijack a community, perhaps something that Rupert Murdoch is musing on the at the moment?
Also the panel foresee the seamless flow of music via communities, the internet and mobile. Something we describe as flowability and hot media.
Music and entertainment are central to peoples lives, so it will be essential to mobile
Michael Nash, Warner Music
The New Media panel had some pretty heavy hitters…Michael Nash from Warner Music, John Smelzer from Fox Interactive Media, Larry Shapiro from WDIG, Thomas Hesse from Sony BMG and the moderator was Paul Vais, from Apax Parnters. There was some interesting chat about communities, and using mobile communities as a distribution channel. Thomas said that community was critical for the distribution of music, but the industry still needed to work out how people would buy from communities. John demonstrated that he “got it”: “We’re going to be going into community for its own sake and not as a distribution channel.” Selling things via community sites always has to come secondary (or further down the chain of importance) to the actual community aspects, otherwise the people will leave, and there’ll be no more community. John also thinks that distribution through communities will begin on line, and the mobile aspect will just follow that.The companies are also very clear on the idea that they are planning on continuing to work with the carriers. Michael pointed out that everyone in the value chain needs to be realistic. “Clearly, space needs to be made in the distribution of our revenue so that the programming…and application layer in the middle can prosper,” he said. “I think the people have to be realistic about margins. There should be room in the value chain for everybody that brings real value…
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