This is the archived SXSW 2012 schedule. Please see the current schedule here.

Set Your Content Free (It's Harder Than You Think)

#sxsw #freecontent

Learn the strategies for using free content to promote and maximize alternative revenue streams - the positives, negatives, pitfalls, and the hard work it takes to be successful, even when you're giving it away.


MODERATOR Michael Petricone Sr VP Government Affairs Consumer Electronics Association

Michael Petricone is the senior vice president of government affairs for the Consumer Electronics Association (CEA).
In his position, Michael has been responsible for representing the CE industry’s position before Congress and the FCC on critical issues such as digital television broadband, driver safety and home recording rights. Mr. Petricone is a frequent speaker on policy issues impacting the consumer electronics industry, and in 2003 Michael was featured by Dealerscope Magazine as one of the technology industry’s “Top 40 Under 40”.
Mr. Petricone received his law degree from Georgetown University Law Center and his undergraduate degree from Tufts University.
CEA represents more than 2,000 U.S. manufacturers of audio, video, accessories, mobile electronics, communication, information and multimedia products that are sold through consumer channels. CEA also sponsors and manages the International Consumer Electronics Show (CES), the world’s largest annual trade event showcasing consumer electronics products.

Karen Sandler General Counsel Question Copyright

Karen M. Sandler is pro bono General Counsel of and the Executive Director of the GNOME Foundation. She is known for her advocacy for free culture and free software, particularly for software transparency on medical devices. Prior to joining GNOME, she was General Counsel of the Software Freedom Law Center. Karen continues to do pro bono legal work with SFLC and serves as an officer of both the Software Freedom Conservancy and SFLC. Before joining SFLC, she worked as an associate in the corporate departments of Gibson, Dunn & Crutcher LLP in New York and Clifford Chance in New York and London. Karen received her law degree from Columbia Law School in 2000, where she was a James Kent Scholar and co-founder of the Columbia Science and Technology Law Review. Karen received her bachelor’s degree in engineering from The Cooper Union.

Julie Samuels Staff Attorney Electronic Frontier Foundation

Julie Samuels is a Staff Attorney at the Electronic Frontier Foundation, where she focuses on intellectual property issues. Before joining EFF, Julie litigated music, IP and general entertainment cases in Chicago and Nashville at Loeb & Loeb and Sonnenschein Nath & Rosenthal. Prior to becoming a lawyer, Julie spent time as a legislative assistant at the Media Coalition in New York and as an assistant editor at the National Journal Group in D.C. She was also an intern at the National Center for Supercomputing Applications.

Paul Geller SVP External Affairs Grooveshark

Paul Geller is the SVP External Affairs at He is the Founder of, and National Metrics, the latter of which was subsequently sold to Bigger Markets in 2009. He remains active in all of the businesses. Paul is the holder of many trademarks in the entertainment industry and the founder of Republic Promotion Co., at one time, one of the largest independent promoter of dance parties in the Southeast, US.

He was a co-founder and the lead guitarist for influential alternative band 'Keepsake'. He has also, written, performed on, produced, engineered, mixed or mastered nearly a dozen full length indie and major label releases.

Paul regularly DJs as 'Pauly Crush'. His alter-ego is the founder of CRUSH and is also credited with co-founding Club Firestone’s legendary “Saturday / Thursday” party, PULP [The Party] and a handful of other events that have broken down barriers for the electronic dance music scene. 'Pauly' has thrown down mixes with many influential deejays in the genre including Justice, Diplo, Mstrkrft, Diplo, DJ Medhi, Kid Cudi, Crookers, Steve Aoki, A-Trak, Drop the Lime and dozens more.

He fancies himself a privacy pragmatist, a collector of burritos, cheesy mac and latin fare.

Hank Shocklee President & CEO Shocklee Entertainment

President & CEO of Shocklee Entertainment
Sonic architect on the Future Frequency

Grammy nominated Producer, composer and new media company executive Hank Shocklee has worn many hats in the music business throughout the years. Perhaps best known for founding the group Public Enemy and the production outfit the BOMB SQUAD, Shocklee has managed to work with and develop a large variety of artists and musicians across many genres all while keeping a very innovative approach and a distinction for pushing the envelope in his productions. Shocklee has been a force behind some of the most significant music and film projects of the last two decades including artists Mary J. Blige, Anthony Hamilton, Ice Cube, LL Cool J, Slick Rick and films such as Ridley Scott's American Gangster, Spike Lee's Do The Right Thing, Ernest Dickerson's Juice and countless others.

Sampling in music is now a part of the mainstream culture and Hank Shocklee, is responsible for bringing the art of sampling to the forefront by creating techniques such as filtering, multiband micro-loop sampling, introducing the use of sine waves to create kick drums and bass lines, truncating and mapping samples on keyboards and drum machines and using tuning to create warping in the late 80’s–early 90’s. With Shocklee’s creation of the group Public Enemy and his Bomb Squad production unit these techniques were introduced to the world stage via his landmark albums with Public Enemy such as It Takes A Nation of Millions To Hold Us Back and Fear Of A Black Planet, two albums which consistently rank high amongst most of the ‘greatest albums of all time’ lists such as those by Rolling Stone, Spin, Pitchfork, VH1, Vibe, Mojo, NME, The Village Voice and many others.

Shocklee’s name became synonymous with sampling shortly after creating the BOMB SQUAD style. He has been at the centerpoint of debates on copyright laws and studied by pop culture historians and academics alike. As a constant developer of numerous audio production and sampling techniques, he has been both an inspiring force for music producers and a disruptor of music industry politics.

In our current digital landscape, Shocklee has expanded his reach and grown into a film composer, media company and champion of electronic music worldwide. Always seeking new and innovative ways to transform the audio arts, Shocklee launched his NYC based company Shocklee Entertainment, to develop a series of multimedia projects which he calls the Future Frequency.  "I've always had a good sense of where entertainment needs to go next and right now I've honed in on the next dimension of sight & sound".   His growingly popular website highlights a curated mix of future music, tech, film and multimedia culture.

Shocklee is launching his label via Shocklee Entertainment in 2012 with various releases lined up including a BOMB SQUAD album and several solo projects that will explore electronic, bass, dub, techno, afrotech, hip hop & world vibrations.

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