the future of music

THE FUTURE OF MUSICFOR URBAN MILLENIALS

B y : C u r r y A y c o c k & A s h l e y D e s h i e l d s

Analyzing Trends Fall 2012 Curry Aycock & Ashley Deshields

Through sharing and social media urban millenials can control what band or genre is going to be popular because of technology.

H Y P O T H E S I SAnalyzing Trends Fall 2012 Curry Aycock & Ashley Deshields

ForceMUSIC IS EVERYWHERE1

#


the experience of discovering what you didn’t know you were looking for..

“Looking for something and being surprised by what you find - even if it’s not what you set out looking for - is one of life’s great pleasures”

Serendipitous Discoveries

ADVENTURE

ADVENTURE

UNEXPECTED SUPRISETHRILL

EXPERIMENTAL

CHANCE

OPEN MINDED


Live Music

From 2000-2012, concert ticket sales in the US tripled from $1.5 billion to $4.6 billion, vastly exceeding the growth of inflation and population growth.

Edward connects to his audience, a defining moment.

Edward Sharpe & The Magnetic Zeros

shocked fans by putting on a vivacious

performance before making it “big”


serendipityCODE

There is a thrill in discovering the unknown.

Those moments where discovering a sound comes from a completley unexpected source.

These moments are what spark our attention


Force2DEPENDENCE ONMOBILE TECHNOLOGY

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37% of adults and 60% of teens admit to being addicted to smartphones.

Proof that we are constantly on some device even when we are together.

Meaningful Experiences

But what is considered real today?

Mobile technology as a tool to get to a real life experience.


Mobile Music Apps

perfect for the “obsessive show-goer”

“Oh My Rockness”

This year, it is said that musicians have planned to increase their overall mobile marketing spending by 40%

ACCESSIBILITY

INSTANT UPDATEOBSCURE

FEATURES

NEARBY

UP AND COMING

RELIABLE

MOBILE

Crowd=concert junkiesAnalyzing Trends Fall 2012 Curry Aycock & Ashley Deshields

physicalityCODE:

We are using technology to help us get to a physical musical experience.

We are always connected and now, we are connecting in order to get to these experiences.

Experiencing music in action, before your eyes.


Force#3 NO PRIVACY

Privacy has lost its meaning.


It’s all about virtually curating your personal tastes, which forces you to be highly selective.

deciding what music to listen to lets the world know who you are.

Personal Cultivation

Our music taste(s) are being exposed because we live in a transparent world. People are carefully defining

what their musical taste(s) are.

We are all living in a transparent glass box.


Digital Music Services

43% report owning fewer than 500 songs. This aligns with the revelation that consumers are spending less on music.

Virtually showcasing your personal tastes.

Tomahawk

CHANNELS

CREATE

CONSUME

PUBLIC

ADD/REMOVE

SHARE

STREAMMANAGE

FULFILL

NETWORK a musical player that uses a combination of sources to fulfill your musical taste prefrences while also allowing you to access what

your network is listening to.

curationCODE:

We are constantly collecting our own tastes and prefrences and cultivating a curated story about ourselves through our musical collections.

The neverending task of sorting ....


Force4 OPINIONS DRIVE CHOICES

#

Opinions determine our destinations


Expressing Opinion

Reviews and ratings drive conversation, boost confidence, clarify uncertainty, and drive success.

Rating and promoting new music

71% of millenials continue to share opinions because they feel other

consumers value those opinions.

“Like” “Unlike” Option


Pitchfork.com

Urban Media OutletsCriticism, commentary, news, and interviews.

BEST NEW MUSIC

NETWORK

OPINIONS

STAFF LISTS

REVIEWS

COMMENTS

RISINGTRENDING

LATESTAn internet publication devoted to crisism, commentary, reviews,

and various other features focused on independent music.


validityCODE:

That”empowered feeling” of validation


C U L T U R E

It’s about the sound and the experience of listening.Bringing back the “realness” of music by playing low key shows with minimal promotion, hype, and effort.

Band: Animal Collective

Bowery Electric: low key popular venueAn engaged crowd that is focused on the moment

C U L T U R E

Under the radar music loving culture.Relationships are rebonding our connections to music.

Music Festivals are bringing us all together


TrendI N S I G H T S

validityCODE: People want to be confident in what they are getting themselves into.

People want to be apart of the music they are listening to.

People want to know where to go and see where everyone is going to get a real experience.

People want to discover and feel discoverable.

curationCODE:

physicalityCODE:

serendipityCODE

We need to listen to these insights


TrendOPPORTUNITIES

Self documentation of personal music experiences with options to share.

Capturing what is happening now.


CARHARTTWORK IN PROGRESS

A glimpse of the Carhartt WIP brand


Reintroduced and reinterpreted workwear cuts to fit urban environments.-American Made-Functional Clothing-Urban Culture

Carhartt WIP shares the same values as Carhartt, but caters to urbanites.

BusinessA C T I V I T Y

GrowthO P P O R T U N I T Y

Inside a Carhartt WIP retail store Analyzing Trends Fall 2012 Curry Aycock & Ashley Deshields

TrendA C T I O N S

-Leverage brand recognition to strengthen Carhartt WIP’s positioning.

-Clarify and reinroduce the distict difference between Carhartt and Carhartt WIP

-Incorporate local and cultural behaviors into the brand-Connect to the people who want to connect with them


validityCODE:Provide evidence of why Carhartt WIP is the brand to wear

due to it’s authentic aesthetics and core values.

Offer a way for customers to differien-tiate themselves from other Carhartt

WIP customers.

Customers want to engage with each other. Where are these people hanging out? What

physical space brings them together?

Make Carhartt WIP discoverable by those who haven’t discovered them already.

curationCODE:

physicalityCODE:

CODE: serendipity

TrendA C T I O N S


THE FUTURE OF MUSICFOR URBAN MILLENIALS

is through sharing and social media. We can control what band or genre is going to be

next..


the future of music

Design

musicfor urban

ashley deshields

ashley deshields

carhartt wip

personal tastes

carhartt

people

customers