Younger people don’t really know how it used
to be. So let me first explain to you the world in 1995. This is a musician. Let’s call
this a creator. This represents the audience. Let’s call it the “mainstream audience”. I
draw a line here and let’s just imagine all of this to be the audience. Here’s the creator.
And here’s the audience. Tough sh.. in 1995, between the creator and the audience, and
you will get the idea… name the title of a Pink Floyd album. Nick, what do you think?
The …err big river LoL (laughter), yeah… There was a wall between the creator and the
audience. Mainly because of five old men. These five old men represent the power of
media companies. Whoever… Universal Music, Sony Music, Warner, ABC, CBS, it could be
ARD, ZDF in Germany, the national television, BBC, whatever. You as the creator had to deal
with these five old men who were holding the power of the media companies. To get past
these old men, you had to leave a lot of your money with these old men. If they didn’t like
you, there was no chance to get across the wall. And that of course had to do with the
fact, that broadcasting was expensive back in the day. You needed a bunch of trucks,
you needed a satellite connection, you needed super-expensive cameras, for the sake of it,
lots of dollars required to do broadcasting. These five old men invested in expensive broadcast
equipment. Let’s give some empathy to these old men. They were just looking after their
companies and they wanted to make sure that they could make a buck and they could afford
all the broadcasting and distribution, production – it’s everything. (Back in the day it was
necessary.) There was no smartphone. 1995 I had to go to the post office, where they
had the telephone books of all of Germany. Telephone Book! Nobody knows what this is.
Ask your grandma! I told the secretary a crazy weird story until she finally gave me an appointment,
took my tape. Tape! I took my tape, I took lots of tapes in my pocket, played the tape
and they said “Can you bring me some dance music?”
So 1995. This is the mainstream. These are all of the people. This is the mainstream.
Of course you have stuff that’s not mainstream. Let’s call it hip-hop underground. The five
old men were sitting in front of the mainstream audience, there were some spaces outside of
mainstream. LGBT, German folk, Christian Music, you get the idea! There is stuff outside of
mainstream. The five old men didn’t really care. For example, a guy called, let’s call
him Puff Daddy really believed in Hip-Hop so he got a bunch of Hip-Hop artists like
The Notorious B.I.G., started a label, Hip-Hop underground became closer to mainstream. Because
he was already in there, the five old men came and gave him a lot of dollars. (The difference
is the five old men came to him.) Helps a lot. When the five old men came to you, with
the cheque book: “What number do you want me to put in the cheque book?” He made it
past the wall without going through the five old men and this happens only from outside
of the mainstream. (He started already past the wall.) Internship in a record company.
Independent record company. 1988 the five old man wouldn’t deal with Hip-Hop,
so you could just do an internship with an Indie Hip-Hop label. The situation was messed
up even for Indie artists. Next to the five old men, you had lots of, and there’s more
on the other side, lots of young men, and these could be independent music magazines,
press people, but you had to get past them. It was maybe a little bit easier, but you
had to go past some gatekeepers. You had gatekeepers everywhere and the only chance was to really
be IN THE SYSTEM and find the next trend. Find stuff thats “underpriced”. When Puff
Daddy came to Notorious B.I.G. this was early days and Puff Daddy bought Notorious B.I.G.
for less than what he sold him for to the five old men. Underpriced areas, underpriced
attention, mainly, which is a term from Gary Vaynerchuk. (Gary Vaynerchuk: “I daytrade
attention and build businesses.”) Look him up on YouTube if you want to know more.
Good example is MTV. When they started and they said OK now we make a music TV channel,
a bunch of artists said OK. This is how Michael Jackson, Prince and Madonna became the biggest
stars ever. So, 1995 world – the world was never f…
up for people who understood underpriced attention. If you found something that the five old men
didn’t know yet it’s gonna come, if you had a feeling for what was gonna come, you could
buy it underpriced and then go from intern to biggest business man in the world. So this was the situation in
1995, there was no f… chance for little Marc Mozart creator to get through this wall,
so… Actually, the way I got into the system was
exactly underpriced stuff, because I went to Hamburg, where most of the German record
companies were located, they said. oh it’s good pop music, but we need this thing called
“dance music”. And it was a little earlier than 1995, but it was at a time, and they
saw it on the charts, “holy sh…” small labels marketed dance music, had huge dance-hits,
and the big labels, they didn’t even know where to get the dance music from. They never
cared for dance music, so they didn’t even know one DJ. (They were not aware of the underground
network.) DJs didn’t know any major labels, they didn’t need to know any, because they
had small labels who were buying it underpriced for much less than they could sell it for
so the small labels gave somebody 1000 German Marks advance and then made 10s of millions
of dollars every week around the world, even America in 1995 was buying Euro dance music
from Germany. I was from the Frankfurt area and they knew Frankfurt there was something
happening, so I heard the guy in the label say: “ah, dance music” – they wouldn’t know
how to and where to get it, I went home, made some Euro dance music, went back to them and
– BOOOM – katsching – got the deal. Underpriced attention, works all the time.
(You had to get to the old men to get your content to the mainstream.) They had the power
of distribution. And only the power of distribution would reach across the wall to the consumers.
Now… we are turning the world upside down. It’s a different model. It’s a different world.
FAGA. What’s FAGA? Facebook. And Facebook of course owns Instagram and WhatsApp. Apple!
And here’s a company, G – O – O – G – L – E, Google! And Google also means Android. Amazon!
Yes, Amazon. You probably heard of Amazon. Let’s look at the creator. What would you
guess Nick? (Where are the five old men?)
Dead, or maybe they spend their money on hookers. (laughter)
Now, the power of course is with Facebook, Apple, Google and Amazon, but it’s a different
world. Yes, we are on Facebook at the moment! And there’s no wall, and there is no old men.
I press a button on my Apple iPhone or on my Android phone. I bought it on Amazon. I
can make my own app and sell it on Apple or Google Play Store. Here’s the creator, no
wall, no five old men and we can just go – and I’m doing it at the moment – on Facebook,
Instagram, WhatsApp, whatever… (So whats the big thing that changed?) It’s the internet.
Of course, the creator is nothing without, and I’m trying to draw an iPhone X. iOS or
Android. (laughter) (Holy sh… your drawing skills are on point.) Yes! Smartphone gives
us access to all these things. Now, of course, whats different now is, there’s no five old
men, this is you, but yeah there are, holy sh…, lots of creators, lots of lots of creators.
What makes the difference between the creators? Well, you better be on Facebook. You put your
stuff on Instagram, because the consumers are here. (This is your audience.) This is
your audience. The consumers are there, you are the media company and the people are all
here. There’s no, you just go live on Facebook, show them what you’re doing and what’s also
a big difference, you remember, I was differentiating between a mainstream audience and a niche
audience. The five old man were always the gatekeepers for the mainstream audience. If you
do something completely outside of mainstream, the situation has also changed because if
Nick is a big fan of the smurfs, I would do an Instagram smurf page, and every day, make
pictures of his smurf collection. You show your smurf collection and you will have fans,
because there are lots of fans of smurfs out there. When you go on Instagram, typically
people that look after my stuff on Instagram, they type in #mixing, #mixingconsole, #yourmixsucks
#mymixsucks #compressor #logic #protools. Connecting the creator and the people is so
easy. You can do it in a second. Now of course you have all these other creators and everybody
who has a smartphone can be.. can not be a creator because you still have to have a message
and you have to have some talent but there’s no mainstream anymore I would say because
you can do the craziest things and if you go on YouTube, I happen to have a 10 year
old daughter so I see a lot of the kids’ trends. There is this thing called “slime”, anybody
who has young kids maybe knows this thing called “slime” you know where they put all
kinds of substances together and create some kind of slimy thing, recipes are all over
YouTube and there is a whole lot of 10, 12, 14 year olds on Instagram that make thousands
of dollars selling recipes for slime. There is this interesting power called China, which
also adds to this whole thing. Amazon gets a lot of their products from China and they
are very clever and fast, they spot trends very early. China can manufacture anything,
even on demand. If you know the next trend, whats coming, you can promote it on Instagram,
get the product from China and sell it through Amazon. You never even have to see the product,
you don’t have to ship the product, you do a Shopify website, where you do a shop for
smurfs, slime, mermaids, whatever is something you’re interested in.
We get interesting questions, like a really interesting question is: “what happens if
I post to much and I get on peoples nerves on social media?” The only people who get
on my nerves on social media is probably Kim Kardashian. (laughter) And guess what, I can
unfollow her on Instagram. If nobody knows you and you’re just starting out on social
media, there is no chance you can get on anybody’s nerves on social media. (Many people are afraid
of other people judging them for their presence on social media. Who gives a sh…?) I would
even say what you do on Social Media professionally is similar to a resume. If you apply for a
job, and the specific skill they are looking for is out there and anybody can look it up
and it’s great work, that will get you any job you want to get. Maybe not being a surgent.
These are very restricted areas, maybe lawyer, certainly doctor. A lot to the stuff that
will be needed in 20 years you don’t even have Universities teaching these skills. Thats
pretty much the message. I would really question all of you. Are you on the right side of this?
Are you consuming Facebook, Apple, Google, Amazon and Chinese products or are you on
the creator side. A creator can be anything. You express yourself. You think about what
you want to do. You show what you can do on social media and then you find your people.
Through hashtags, through YouTube videos, anybody can connect with anybody on this,
but you have to do your work. Me and my team we now have 82000 followers on Facebook and
you are a part of this group, thank you very much for this. And this is why I can talk
to you. I put some work in it, I built this page, and I press the live button on my phone.
Thats all there is. I hope I built some trust with you as well. Any questions, thats the
great thing you can just send me a personal message on my Facebook page, I’m really happy to connect
with you and answer any questions you might have about that. I wish you all the best in
using your smartphone on Facebook, Apple, Google, Amazon, Instagram. (And be aware of
the power you got in your pocket!) Nick, you got it!