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Music Futurist Gerd Leonhard's New Book "The End Of Control"


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."