1 How do we access music?
– Record Player
Most Music listening experiences are portable and any-time, any-place experiences. ‘Retro’ formats are becoming popular again. Electronic formats (mp3s + streaming) are still the norm
2 When do we listen to music?
– When bored / need entertainment
– Whilst working
– Whilst multi-tasking
– Just want to
Any time activity – No longer depends on dedicated music listening time.
3 How do we get our music?
– Electronic Access, streaming, YouTube, Spotify
– Some still buy CDs and records
4 How guilty do you feel about illegally acquiring music?
– Not guilty, no-longer seen as illegal – no need to access illegally, because streaming is so widespread
5 How easy is it to make and distribute your own music?
– Very, Very easy through what we call convergence and prosumer technology (eg. Smartphone) and distribute through web 2.0 (user-based internet)
– Apps and software readily available – musical talent not required.
Key Overarching issues for the MI:
Production (How much is made):
– Prosumer Tech widely available Eg. Garageband.
– Labels and studios no longer needed.
– No Studio? No producer! DIY is increasing.
– Musical Talent is not needed.
– Everyone can Access software.
– Music is not just music anymore – it is multimedia – eg. Videos, Games, Apps, YouTube.
– Charts – Do they reflect what people actually listen to?
– Acts can be artificially created through Software Eg. Autotune.
Distribution (how the music product reaches the audience):
– Record shops at physical formats in decline (although supermarkets now sell vinyl)
– People now share music for free through social networking sites Eg. YouTube.
– Illegal downloading no longer an issue, but wide streaming is an issue, especially for the artist Eg. Spotify.
– Ownership of music is ‘virtual’ – Physical copies and even Downloads are not needed – it’s like you’re hiring music.
– Distribution channels are widespread – Eg, Access through a range of different sites, stations and SNS – Record Labels don’t know how to effectively target audiences.
– Labels and the law can’t monitor or punish (effectively) illegal distribution.
Marketing (How music is Promoted)
– Visual and Multi-Media approach – labels have to spend more
– Audiences self-market and distribute – labels have to understand audiences
– Active audiences are empowered
– Audiences are considered to be ‘Generation C’
Consumption (How Music is Accessed and listened to)
– Audiences don’t have to pay for music anymore
– Audiences like Multi-Media approaches
– Audiences don’t agree with pricing structure.
– Audiences will put up with adverts instead of paying for services (Eg. Spotify free)
– Audiences still like multiple formats. Eg. Mp3s, Vinyl, CDs, cassettes – Growing expense for Record Labels
– Audiences can consume, copy, remix and redistribute easily (SoundCloud)
– Audiences are now just as knowledgeable as industry: can download, produce, share, distribute independently
– Audiences using convergence devices
– Audiences using Web 2.0 and the global village – Everyone can communicate worldwide
– Technology enables free distribution and marketing.
– Production of Music is easier.
– Labels do not control the Technology, which means they do not control production, distribution, marketing or consumption. – the audience have more control over the music and Tech companies (Eg. Apple) currently dominate the music Industry alongside the streaming services (Spotify, Deezer, Amazon Music)