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At midem 2009, Techdirt‘s Mike Masnick stood up and gave what remains today the most-viewed midem presentation ever on YouTube. Its theme – how Nine Inch Nails’ Trent Reznor became a direct-to-fan benchmark – was further developed by Masnick in this 2012 presentation. Based on a survey called “The Sky is Rising“, this “totally positive look at the state of the industry” gave cause to be cheerful about the music industry’s prospects, in a context of improving conditions for gaming, books and film, amongst other entertainment industries.

Watch his presentation exclusively here, and check out its 262 (!) slides below. You can also read Masnick’s take on the presentation over on Techdirt, including a handy infographic of his “Sky is Rising” theory. Time to get optimistic!


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About Author

James Martin

James Martin is Head of Social Media for Midem organisers Reed MIDEM. This includes defining and rolling out Midem's social media strategy, editing midemblog, influencer outreach, developing Midem's fanbase of 75,000+ music professionals and more.

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