SXSW Music 2015: Surviving the Shift: Rethinking Music and Data
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Gigi Johnson, Inaugural Director of the UCLA Center for Music Innovation, shared this presentation at SXSW Music 2015. She discussed how artists and those who support them might think differently about planning how to work with data, and how the "Digital Ma" and Small Data might make sense for artists in a world shifting from transactional music purchases to relational content. She talked about Super Fans and tools that are in use now for engaging with your fans, plus concerns as this shift continues for artists.
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SXSW Music 2015: Surviving the Shift: Rethinking Music and Data
- 1. Time Place Data SURVIVING THE SHIFT: 1 Rethinking MUSIC and DATA Gigi Johnson, EdD UCLA Center for Music Innovation @MusicInnovUCLA #SurviveMD cc Flickr/Effervescing Elephant
- 2. MA“MA” – the space in between the beats Flickr/IQRemix cc 2.0
- 3. WE ARE CREATING FOR A (INTER)CONNECTED WORLD Source: Facebook
- 4. ” “ Basically, I equate ‘free’ with the decline of the music business," Morris declared. "Why should anyone pay for anything if they can get it for free? In certain instances, it’s worth a discussion. But in general, free is death. Doug Morris, Sony Music HITS Daily Double, March 11, 2015
- 5. THE SHIFT: TRANSACTIONAL TO RELATIONAL - 50,000,000 100,000,000 150,000,000 200,000,000 250,000,000 2012 2013 2014 US Recorded Music Units, 2012-2014 – Nielsen SoundScan Streams/1500 CDs Digital Albums Digital Tracks/10
- 6. HALF = VIDEO STREAMING 49,000,000,000 78,600,000,000 57,100,000,000 85,300,000,000 2013 2014 US Music Streams, 2013-2014 <Audio> <Video> Source: Nielsen
- 7. WE HAVE ARRIVED…AT??? Flickr/jgoge123 cc 2.0
- 9. WHY THE SHIFT? WHY NOW? Mobile Rental models Cloud economy Shared economy Capacities for big data
- 10. PAST PIVOT TO A DIGITAL SINGLES WORLD: 1/10 RATIO •1 0 Source: RIAA figures; Digital Music News CDs US MM Units Shipped, 1973-2010 Digital Singles LPs Cassettes
- 11. PER PERSON TRANSACTIONAL PEAKED 1999 •1 1
- 12. REVENUE: A 3-PART PIE Source: RIAA http://riaa.com/media/D1F4E3E8-D3E0-FCEE-BB55-FD8B35BC8785.pdf
- 13. US REVENUE: FLAT-ISH, DESPITE SHIFT Source: RIAA http://riaa.com/media/D1F4E3E8-D3E0-FCEE-BB55-FD8B35BC8785.pdf
- 14. DIGITAL PIE UP BUT SHIFTING
- 15. 2011: FUTURE OF MUSIC STUDY ON 5,300 ARTISTS Source: http://money.futureofmusic.org/
- 16. N: over 5,300 US-based musicians and composers
- 18. 2012: MERCH 1-6% REVENUE
- 20. INDIE ROCK FOM 2012
- 21. TOURING ARTIST FOM 2012
- 23. LIVE = GROWTH Source: Pollstar
- 24. DATA IS NOW DRIVES TIME, PLACE, AND CONNECTION Flickr/notbrucelee
- 25. DIGITAL DRIVERS RECONNECT TIME AND PLACE WITH DATA Technologies of Connection Metadata to the artist, album, genre, and more Recording relationship with AND BETWEEN users Recording relationship with distribution Influencing relationships with filters and with other media objects
- 26. THE CORE OF THE BIG SHIFT • CDs • Merchandise • Tickets Buy Stuff • Ad-based • Community- based • Subscription- based Share Stuff
- 27. NOT JUST MUSIC
- 28. OLD FLOWS OF FAN-DOM Potential Fans Existing Music Experience Discovery & Awareness Engagement Radio MTV Friends Concert & CD Marketing Purchase
- 29. NEW FLOWS OF FAN-DOM Potential Fans “KNOWN”: Existing Music Experience Discovery & Awareness Engagement Radio Social Media Friends Concert & CD Marketing Purchase Internet Radio YouTube/VEVO Facebook Friends Soundcloud Spotify Listen to a Stream Share Cover
- 30. BREADTH: FOR KEEPING UP- TO-DATE
- 31. MOST, 12-24, KEEPING UP-TO- DATE SOURCES
- 32. NEW GATEKEEPERS: DATA LIVES IN OWNED FUNNELS iTunes Sharing Comments Viewing Spotify Sharing Comments Viewing Pandora Sharing Comments Viewing Facebook Sharing Comments Viewing Amazon Sharing Comments Viewing YouTube Sharing Comments Viewing
- 33. SECONDARY VALUE: BEYOND TRANSACTIONS Engagement Data Event Design Brand Relationships Community Building
- 34. DATA DRIVING BACKWARDS Other Engagement Performance Recorded Music • Synch • Merch • Brand Integration • Appearances • Location-based and shared experiences • 26-35% • Shifting Nature • 1-6-12% DATA
- 35. WHALES, MINNOWS, DOLPHINS Source: Billboardbiz.com; Hanny Nada, GGV Capital
- 36. DATA FOR THE REST OF US Big Trends Big Data • My Fans • My Experiences • My Relationships Small Data
- 37. Time Place Data THRIVING 2020: CONNECTING THE DOTS: TIME + PLACE + DATA DIGITAL “MA”
- 38. ” “… as I’ve said many times the future is already here — it’s just not very evenly distributed. William Gibson, 1999
- 39. LIVE EXPERIENCE = ENHANCING CRM, P&L, ETC. Casino – P&L per person since 1990s Theme Parks – RFID and wristbands Retail – iBeacons (low power Bluetooth)
- 40. 3 RESULTING SHIFTS Engagement and Predictive metrics, not just reporting SuperFans, 80/20, and what we can do about it New Super- influencers and folks in between
- 42. NEW “FOMO” DIRECTIONS: LIVE • Rarer Live • Constant Social vs. Constant Together • Gen Y and Z: • Increase social media • Drop in cars • Increase in festivals -- FOMO
- 43. NEW MAGIC TO REGIONAL
- 44. DATA: SURPRISE, DELIGHT, AND BUILD STORIES OUT OF LIVE ENGAGEMENT • Data engaged live experiences — iBeacons, LISNR, geofencing, RFID • Knowing WHERE you listening and understanding the Where Adjacency to purchase for Merch or Brands (later) Aloompa
- 45. DATA ANALYTICS VALUE EVIDENCED 2013-14
- 47. ENGAGEMENT AND PREDICTIVE METRICS, NOT JUST REPORTING
- 48. NBS
- 51. PANDORA AMP Artist Audio Messaging (in beta)
- 52. YOUTUBE CARDS -- “ARTIST PROGRAMS” STAY IN-HOUSE http://youtubecreator.blogspot.com/2015/03/make-your-videos-even-more-interactive.html
- 53. SUPERFAN: 80/20, SMALL DATA, CLOSER TO ME
- 57. BANDSINTOWN
- 58. TUNEZY – SFX ACQUISITION
- 59. DRIP.FM
- 60. STAGE.IT
- 62. COLLABORATIVE SOCIAL ACTION AND INFLUENCE
- 63. PLAYLISTERS – “NEW” UNPAID INFLUENCERS
- 65. CHALLENGES • Who owns my data and my customer? • Throttling of connections — FB progressive percentage drop; challenge with models that depend on it • Measuring from the inside vs outside — “Fans” vs engagement metrics for others; “conversion funnel” as “conversation funnel” • How do I do this as a working musician? Who are the layers of ecosystems and tools to “onboard” all of this — a real opportunity to make sense of it all…
- 66. THE 3 A’S + F – DOMINANT ECONOMIC CONTROLS Apple Android/ Google Amazon Facebook
- 67. ECHONEST EVERY NOISE AT ONCE EchoNest Every Noise at Once http://www.furia.com/misc/genremaps/engenremap.html
- 69. MEERKAT
- 70. NEXT STEPS? • Know you own mapping of your data and ecosystem • Map who else is diong this well • Think about the Pros & Cons: Work on the bleeding edge vs. Learn from those who are “doing”
- 71. DATA + EMOTION + TIME + PLACE = STORY DIGITAL MA + DATA = COMMUNITY AND VALUE
- 72. Gigi Johnson, EdD UCLA Center for Music Innovation Slides: http://ucla.musicinnovation.org @MusicInnovUCLA #SurviveMD
Notes de l'éditeur
- ASCAP up 5% Int’l, 6.7% US to over 13 billion Universal and Sony both down single digits
- Cisco video volume stats: Globally, IP video traffic will be 79 percent of all consumer Internet traffic in 2018, up from66 percent in 2013
- Big challenge for advertisers in an age of Programmatic and Native advertising
- Shared in 2012 at NAMM
- Pollstar: 2015 More than 1,500 major festivals and events from more than 70 countries
- Tastemaker – shift in power Still radio – radio one Metrics and engagement loop – Shazam, Next Big Sound’s Billboard 200
- Tastemaker – shift in power Still radio – radio one Metrics and engagement loop – Shazam, Next Big Sound’s Billboard 200
- Different distribution Different on-ramp and entity Different filters Different what we know and value Different relationships between sale and advertising
- Regional Tastes Potential SuperFans Prior Behavior
- Collecting local audiences for local advertising, local media content, and geo-contracted structures of national content and ads….
- iBeacon -- geofencing RFID "Build stories out of festival Products" iBeacon - light-based tech - open LISNR - high frequency 18.5-19.5 khz -- we can't hear -- activate Chad Issaq -- -- SuperFly -- Hard tickets to RFID, wristband access/security management + layers + gamificaton - -social platform Scan towers in different stages social connectivity iBeacon -- info to surprise and delight -- around the festival grounds Maurice Slade -- worked with LISNR J Cole -- listening session -- theatre, downloaded, Beats by Dre sponsored. Unified experience. Put together in 5 days. Fayetteville, Chicago, and Toronto -- 200-250/market ,mostly outside People plugged into car speakers to extend
- 2011: Live Nation had bought Big Champagne
- Shazam - radio Pandora AMP - Pandora -- "thumb moments" NBS — brands as data clients — challenges for Brands in Engagement
- Story of FranklinMint 80/20 and Pareto Principal 1% found by NBS Amanda Palmer and the whale super/fan — challenge with who has what data VIP models and different sharing of revenue in a 360 world Building of communities and whose community — challenge of FB and YouTube — data and transferability VIP Fan membership Drip.fm Patreon – Amanda Palmer Examples LISNR and J. Cole Listening parties Exploding Kittens Tunezy
- Playlisters – the new "album" Blogs Social Media — looped metrics — retargeting and modern marketing methods
- LinkedIn example
- Know you own mapping of your data and ecosystem Map who else is dong this well Think about the Pros & Cons: Work on the bleeding edge vs. Learn from those who are “doing”