SAN FRANCISCO (Hypebot) –
Best known for his first book "The Future Of Music" and as the
founder of Sonific's SongSpots, Gerd Leonhard is one of music
industry's few true futurists. In typical futurist fashion,
Gerd is releasing his newest book chapter by chapter online, in
video or as an mp3 for free here.
"End Of Control addresses the single most important issue
underlying many debates about the future of media: who controls
what, why, when, and where, and how can digital content still
generate revenues when most of the traditional ways of
controlling its flow (i.e., distribution) are no longer
available." says Leonhard. "In the book I will argue that in
the future, controlling distribution is replaced with earning,
receiving, and maintaining attention; that in media’s future
friction is fiction; and that the “people formerly known as
consumers” now literally run the show."