sxsw music 2015: surviving the shift: rethinking music and data

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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

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Page 1: SXSW Music 2015: Surviving the Shift: Rethinking Music and Data

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

Page 2: SXSW Music 2015: Surviving the Shift: Rethinking Music and Data

MA“MA” – the space in between the beats

Flickr/IQRemix cc 2.0

Page 3: SXSW Music 2015: Surviving the Shift: Rethinking Music and Data

WE ARE CREATING FOR A(INTER)CONNECTED WORLD

Source: Facebook

Page 4: SXSW Music 2015: Surviving the Shift: Rethinking Music and Data

“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 MusicHITS Daily Double, March 11, 2015

Page 5: SXSW Music 2015: Surviving the Shift: Rethinking Music and Data

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

Page 6: SXSW Music 2015: Surviving the Shift: Rethinking Music and Data

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

Page 7: SXSW Music 2015: Surviving the Shift: Rethinking Music and Data

WE HAVE ARRIVED…AT???

Flickr/jgoge123 cc 2.0

Page 8: SXSW Music 2015: Surviving the Shift: Rethinking Music and Data

SURVIVE?

THRIVE

Page 9: SXSW Music 2015: Surviving the Shift: Rethinking Music and Data

WHY THE SHIFT? WHY NOW?

MobileRental models

Cloud economy

Shared economy

Capacities for big data

Page 10: SXSW Music 2015: Surviving the Shift: Rethinking Music and Data

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

Page 11: SXSW Music 2015: Surviving the Shift: Rethinking Music and Data

PER PERSON TRANSACTIONAL PEAKED 1999

•1

1

Page 12: SXSW Music 2015: Surviving the Shift: Rethinking Music and Data

REVENUE: A 3-PART PIE

Source: RIAA

http://riaa.com/media/D1F4E3E8-D3E0-FCEE-BB55-FD8B35BC8785.pdf

Page 13: SXSW Music 2015: Surviving the Shift: Rethinking Music and Data

US REVENUE: FLAT-ISH, DESPITE SHIFT

Source: RIAA

http://riaa.com/media/D1F4E3E8-D3E0-FCEE-BB55-FD8B35BC8785.pdf

Page 14: SXSW Music 2015: Surviving the Shift: Rethinking Music and Data

DIGITAL PIE UP BUT SHIFTING

Page 15: SXSW Music 2015: Surviving the Shift: Rethinking Music and Data

2011: FUTURE OF MUSIC STUDY ON 5,300 ARTISTS

Source: http://money.futureofmusic.org/

Page 16: SXSW Music 2015: Surviving the Shift: Rethinking Music and Data

N: over 5,300 US-based musicians and composers

Page 17: SXSW Music 2015: Surviving the Shift: Rethinking Music and Data

VARYING PIES

http://money.futureofmusic.org/jazz-musicians/

Page 18: SXSW Music 2015: Surviving the Shift: Rethinking Music and Data

2012: MERCH 1-6% REVENUE

Page 19: SXSW Music 2015: Surviving the Shift: Rethinking Music and Data

2012: 1-10% “BRAND” INCOME

Page 20: SXSW Music 2015: Surviving the Shift: Rethinking Music and Data

INDIE ROCK FOM 2012

Page 21: SXSW Music 2015: Surviving the Shift: Rethinking Music and Data

TOURING ARTIST FOM 2012

Page 22: SXSW Music 2015: Surviving the Shift: Rethinking Music and Data

PERFORMING ARTIST FOM 2012

Page 23: SXSW Music 2015: Surviving the Shift: Rethinking Music and Data

LIVE = GROWTH

Source: Pollstar

Page 24: SXSW Music 2015: Surviving the Shift: Rethinking Music and Data

DATA IS NOW DRIVES TIME, PLACE, AND CONNECTION

Flickr/notbrucelee

Page 25: SXSW Music 2015: Surviving the Shift: Rethinking Music and Data

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

Page 26: SXSW Music 2015: Surviving the Shift: Rethinking Music and Data

THE CORE OF THE BIG SHIFT

• CDs

• Merchandise

• Tickets

Buy Stuff

• Ad-based

• Community-based

• Subscription-based

Share Stuff

Page 27: SXSW Music 2015: Surviving the Shift: Rethinking Music and Data

NOT JUST MUSIC

Page 28: SXSW Music 2015: Surviving the Shift: Rethinking Music and Data

OLD FLOWS OF FAN-DOM

Potential

Fans

Existing Music

Experience

Discovery & Awareness

Engagement

RadioMTV

FriendsConcert & CD

Marketing

Purchase

Page 29: SXSW Music 2015: Surviving the Shift: Rethinking Music and Data

NEW FLOWS OF FAN-DOM

Potential

Fans

“KNOWN”:Existing Music

Experience

Discovery & Awareness

Engagement

RadioSocial Media

FriendsConcert & CD

Marketing

Purchase

Internet RadioYouTube/VEVO

FacebookFriends

SoundcloudSpotify

Listen to a Stream

Share

Cover

Page 30: SXSW Music 2015: Surviving the Shift: Rethinking Music and Data

BREADTH: FOR KEEPING UP-TO-DATE

Page 31: SXSW Music 2015: Surviving the Shift: Rethinking Music and Data

MOST, 12-24, KEEPING UP-TO-DATE SOURCES

Page 32: SXSW Music 2015: Surviving the Shift: Rethinking Music and Data

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

Page 33: SXSW Music 2015: Surviving the Shift: Rethinking Music and Data

SECONDARY VALUE: BEYOND TRANSACTIONS

Engagement Data

Event Design

Brand Relationships

Community Building

Page 34: SXSW Music 2015: Surviving the Shift: Rethinking Music and Data

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

Page 35: SXSW Music 2015: Surviving the Shift: Rethinking Music and Data

WHALES, MINNOWS, DOLPHINS

Source: Billboardbiz.com; Hanny Nada, GGV Capital

Page 36: SXSW Music 2015: Surviving the Shift: Rethinking Music and Data

DATA FOR THE REST OF US

Big TrendsBig

Data

• My Fans

• My Experiences

• My Relationships

Small Data

Page 37: SXSW Music 2015: Surviving the Shift: Rethinking Music and Data

Time

Place

Data

THRIVING 2020:

CONNECTING THE DOTS:TIME + PLACE + DATA

DIGITAL “MA”

Page 38: SXSW Music 2015: Surviving the Shift: Rethinking Music and Data

“… as I’ve said many times the future is already here — it’s just not very evenly distributed.

William Gibson, 1999

Page 39: SXSW Music 2015: Surviving the Shift: Rethinking Music and Data

LIVE EXPERIENCE = ENHANCING CRM, P&L, ETC.

Casino – P&L per person since 1990s

Theme Parks – RFID and wristbands

Retail – iBeacons (low power Bluetooth)

Page 40: SXSW Music 2015: Surviving the Shift: Rethinking Music and Data

3 RESULTING SHIFTS

Engagement and

Predictive metrics, not

just reportingSuperFans, 80/20,

and what we can

do about it

New Super-

influencers and

folks in between

Page 41: SXSW Music 2015: Surviving the Shift: Rethinking Music and Data

SMARTPHONE: EVERYWHERE DATA

Flickr/m01229 cc2.0

Page 42: SXSW Music 2015: Surviving the Shift: Rethinking Music and Data

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

Page 43: SXSW Music 2015: Surviving the Shift: Rethinking Music and Data

NEW MAGIC TO REGIONAL

Page 44: SXSW Music 2015: Surviving the Shift: Rethinking Music and Data

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

Page 45: SXSW Music 2015: Surviving the Shift: Rethinking Music and Data

DATA ANALYTICS VALUE EVIDENCED 2013-14

Page 46: SXSW Music 2015: Surviving the Shift: Rethinking Music and Data

“GLOBAL MUSIC DATA ALLIANCE”

Page 47: SXSW Music 2015: Surviving the Shift: Rethinking Music and Data

ENGAGEMENT AND PREDICTIVE METRICS, NOT JUST REPORTING

Page 48: SXSW Music 2015: Surviving the Shift: Rethinking Music and Data

NBS

Page 49: SXSW Music 2015: Surviving the Shift: Rethinking Music and Data

https://www.nextbigsound.com/industryreport/2014

NBS: INSTAGRAM VS TWITTER

Page 50: SXSW Music 2015: Surviving the Shift: Rethinking Music and Data

https://www.nextbigsound.com/industryreport/2014

NBS: SOUNDCLOUD

Page 51: SXSW Music 2015: Surviving the Shift: Rethinking Music and Data

PANDORA AMP

Artist Audio Messaging

(in beta)

Page 52: SXSW Music 2015: Surviving the Shift: Rethinking Music and Data

YOUTUBE CARDS -- “ARTIST PROGRAMS” STAY IN-HOUSE

http://youtubecreator.blogspot.com/2015/03/make-your-videos-even-more-interactive.html

Page 53: SXSW Music 2015: Surviving the Shift: Rethinking Music and Data

SUPERFAN: 80/20, SMALL DATA, CLOSER TO ME

Page 54: SXSW Music 2015: Surviving the Shift: Rethinking Music and Data

PATREON: AMANDA PALMER

Page 55: SXSW Music 2015: Surviving the Shift: Rethinking Music and Data

PATREON: AMANDA PALMER WHALES

Page 56: SXSW Music 2015: Surviving the Shift: Rethinking Music and Data

BANDCAMP SUBSCRIPTIONS

Page 57: SXSW Music 2015: Surviving the Shift: Rethinking Music and Data

BANDSINTOWN

Page 58: SXSW Music 2015: Surviving the Shift: Rethinking Music and Data

TUNEZY – SFX ACQUISITION

Page 59: SXSW Music 2015: Surviving the Shift: Rethinking Music and Data

DRIP.FM

Page 60: SXSW Music 2015: Surviving the Shift: Rethinking Music and Data

STAGE.IT

Page 61: SXSW Music 2015: Surviving the Shift: Rethinking Music and Data

BOILER ROOM: LIVE CONCERTS

Page 62: SXSW Music 2015: Surviving the Shift: Rethinking Music and Data

COLLABORATIVE SOCIAL ACTION AND INFLUENCE

Page 63: SXSW Music 2015: Surviving the Shift: Rethinking Music and Data

PLAYLISTERS – “NEW” UNPAID INFLUENCERS

Page 64: SXSW Music 2015: Surviving the Shift: Rethinking Music and Data

DIGITAL MUSIC ECOSYSTEM

64

Page 65: SXSW Music 2015: Surviving the Shift: Rethinking Music and Data

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…

Page 66: SXSW Music 2015: Surviving the Shift: Rethinking Music and Data

THE 3 A’S + F – DOMINANT ECONOMIC CONTROLS

Apple

Android/Google

Amazon

Facebook

Page 67: SXSW Music 2015: Surviving the Shift: Rethinking Music and Data

ECHONEST EVERY NOISE AT ONCE

EchoNest

Every Noise at Oncehttp://www.furia.com/misc/genremaps/engenremap.html

Page 68: SXSW Music 2015: Surviving the Shift: Rethinking Music and Data

DIY: WEBHOOK-ING PIECES TOGETHER

Page 69: SXSW Music 2015: Surviving the Shift: Rethinking Music and Data

MEERKAT

Page 70: SXSW Music 2015: Surviving the Shift: Rethinking Music and Data

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”

Page 71: SXSW Music 2015: Surviving the Shift: Rethinking Music and Data

DATA + EMOTION + TIME + PLACE = STORY

DIGITAL MA + DATA = COMMUNITY AND VALUE

Page 72: SXSW Music 2015: Surviving the Shift: Rethinking Music and Data

Gigi Johnson, EdD

UCLA Center for Music Innovation

Slides: http://ucla.musicinnovation.org

@MusicInnovUCLA

#SurviveMD