This panel looked at how future generations consume culture and entertainment. Birgit Hoff from Germany’s Smarten Up explains how our generation are now willing to compromise with regards to in-built advertising schemes in online media and that artists can make a living now just as well as before – they just need to make an effort to identify new avenues of income.
Morgunbladid representative Arni Matthiasson talked about how his paper has survived in the new online generation by running different and separate content in print and online.
Tahir Basheer from law firm Sheridans discussed how papers and news in general has had to adapt in the Twitter and Facebook age – that, although the importance of print has declined, the two things can co-exist: it’s simply a case of working out how. Similarly, artists also have to learn how to co-exist with the new technologies.
Arni Matthiason, well known for his passionate views on the music industry, urged everyone to wake up and face the fact that many aspects of the music industry – from publishing to newspapers – are moribund and will eventually disappear for good. He celebrated the demise of the “middle man” and the strengthening of ties between musician and listener / consumer.
His fellow Icelander Haukur S. Magnusson from innovative music platform Gogoyoko, which does in fact cut out the middle man, underlined the human aspect of music business interaction and that despite the industry flux, music sales and consumption is booming.
The final part of the panel was given over to the thorny issue of how to control / monetize downloading, along with the currently popular theories about the role of ISP providers (could they be taxed, should they charge money and distribute to artists) and streaming services like Spotify. As always, there are no easy answers, but the dominant conclusion at the end was: it can be done.