On 7 July 2011, Prof. Tim Renner (Popakademie Baden-Württemberg) spoke about the future of the music industry as part of the Integrated Media guest lecture series.

"Digital is better" is the thesis that Prof Tim Renner vividly defended in his lecture.

Tim Renner would actually have every reason to join in the lamentations of the music industry. As CEO of the Universal Music Group (1999-2004), he experienced the collapse of the music industry first-hand. Nevertheless, he argues that the far-reaching changes brought about by digitalisation and the associated loss of control by authors and the industry over their works should be seen in a positive light and that the resulting opportunities should be exploited. He backs up this plea with examples from his own life, some of which are very personal, to illustrate why digitisation is the logical continuation of "pop culture by other means".
Renner calls for the development of new business models, for example on the basis of flat rates. To do this, however, it is necessary to reform outdated structures and institutions such as GEMA. Renner believes that the state has a duty to create framework conditions for a functioning market.
The entertaining, one-and-a-half-hour lecture, without the aid of any digital media, inspired students from various disciplines in the packed seminar room.
This was the fourth high-calibre lecture in the Integrated Media guest lecture series.