Excerpts From Terry McBride’s TEDxVancouver Talk

04:25: We hear a lot of discussion about “content is king.” Well we have to have content, granted, but content comes from your imaginations. But it’s the context that is now king. I mean think of what’s happened withinside the music business where over the last ten years, through litigation, through legislation, the business has tried to change the behavior of tens of millions of teenagers. When are we ever going to learn we cannot change the opinion of teenagers? We keep trying it generation after generation and you’d think that we would learn from history. You cannot litigate behavior and you cannot legislate behavior. What you can do is listen to it, and listen well, and understand behaviors. If the music business could accept the fact that a song is an emotion, then they’d understand that the monetization of that emotion is the business.

09:53: The iPod’s over. Apple knew that. They created something new—it’s called an iPhone. An iPhone is about behavior. It’s not about owning content. It’s about behavior. And then when they opened up that app store to allow everybody else to put their ideas in, that’s when it really took off. I mean eighteen months ago that business didn’t even exist, and now they’re doing 6.6 million downloads of applications a day. From zero. All they’ve done is crowdsourced the imagination of the world. So let’s crowdsource the imagination of that world to save the music business.