It is the condensed version of what I believe about the future of art and the future of business. I talk about how piracy is not the issue, competition is. How we need to harness the web to give stuff away, but we need to use that stuff to earn the right to talk to people again. That we need to enable superfans, by letting those who love what we do spend lots of money on things they really value.
I’ve just seen a two-minute review of The Curve on YouTube. I’m trying to get my head around all the many different ways that video is being used to spread messages, and came across this, so I thought I would share it.
I was recently asked to speak at The Hub’s One Dayer event, called Joining the Dots: Finance, Technology and the Future of Independent Music. I sat on a panel with a lawyer, an agent and a venue owner and argued about how musicians can make money in the digital age.
You can see the full video of the panel below.
YouTube is a very powerful medium for reaching an audience, and starting the process of earning the right to talk to them. So much so that in the games industry, YouTubers have become the tastemakers who can make or break games, much more so than that traditional press channels of reviews and the specialist press.
A successful YouTuber recently wrote up what it takes to become a successful YouTuber, the financial model, the benefits and pitfalls of signing up to a multi-channel network and the ethical challenges that YouTubers face.
In June 2014, I was asked by Google to go to their offices and talk about the ideas of the Curve to a room full of etailers. It was part of an afternoon when Google pointed out that ecommerce providers in the UK have three times as many page views as every newspaper and magazine in the UK combined. They are fixated on conversion rates and sales, yet they offer a enormous, free, value-added resource to their customers which can be harnessed as a revenue strategy (through advertising) and through a Curve strategy (through content marketing, earning the right to talk to their customers again and enabling superfans.)
I was asked to speak at No Boundaries, a conference organised by The Arts Council to help arts organisations think about how to thrive in challenging environment.
Delegate Charlotte Pearson wrote up my session on her blog. Here is the segment about the Curve:
“This talk in particular I found fascinating as it covered how to make money out of free, for example, out of free apps. Being an avid subscriber to youtube for the past 5 years, being a smartphone owner and having read many blogs over the years, the concept of making money out of free content has always been something that has intrigued me. Nicholas Lovell was able to break this down really easily by suggesting we all flip our thinking. Continue Reading
As we were planning the marketing campaign for The Curve, Richard Lennon at Portfolio Penguin raised the idea of investing in an animated video to get the ideas of The Curve across in under two minutes. I thought it was a marvellous idea, as a great free entry point into the ideas of The Curve that might enable us to start a conversation with potential readers. I’m delighted with the end result, which you can see below. And once you’ve watched it, scroll down to read about how we made it and some lessons learned for the future. Continue Reading
In amongst the comedy, the F-bombs and the posturing is an interesting analysis of music industry economics, changing demographics and what MTV has to do to survive.
In just three minutes. Watch it.