Berklee Today: The Marketing Is the Message

Gerd Leonhard '87 shares ideas on how musicians can thrive in the "link economy," where audience attention will trump CD sales.

Mark Small

June 4, 2009

At the recent Creative Capital conference in London hosted by the University of Wales, Newport, three distinguished presenters gave their take on how musicians might receive compensation as music increasingly becomes downloaded and shared online rather than purchased in physical format. The trio—composed of Gerd Leonhard '87 (a music and media futurist), Jeremy Silver (the CEO of Mediaclarity), and Ron Berry (the e-business inward investment adviser for the Isle of Man government)—outlined ideas that offer hope for 21st-century musicians seeking to make their living in the Media 2.0 era.