4-5 May ● 2012 ● Aarhus ● Denmark

Futurist Gerd Leonhard

Futurist Gerd Leonhard

The first keynote speaker to take the stage was the famous futurist Gerd Leonhard. He was invited to Denmark and SPOT Festival to talk about music and the future scenarios for the industry and the musicians.

A room filled to the very last chair with excited listeners, most of them armed with pen and papir was the setting for Gerd Leonhards keynote speach at Godsbanen, Friday the 4th at 15.00. Gerd Leonhard  was enthusiastic and ready to point out his future analysis despite a few technical problems that caused the session to begin a bit later than scheduled.

Keynote Speaker Gerd Leonhard. Foto: Lars Laen

With a background as a musician himself he sees the obstacles and opportinuties for the music business and its creators as a fact, and states that the only way of being able to look into the future is to truely understand what happens in the present and paying attention to this.

It is without a doubt that Gerd Leonhard has collected enormous amounts knowledge about the digital age, the different industries and its consumers throughout the years, as he was one of the first to jump on the internet-bus.

He described amongst other things how the money making has moved from being attached to “products” over to being the “service” itself.  A way of illustrating this can be done by saying that now everything is in the Cloud – not in anything tangitable. A keyfrase here is to focus on: Access – not ownership, and “added value”.