TrendsTRENDS 2013: MUSIC

Consumption

Music continues to become increasingly accessible.

Streaming via YouTube, Spotify, Groove Shark, Rdio, Deezer etc. Not only to listen to music we know about but also to discover new music.

Disposability

Digital music is starting to be seen as disposable because of its wide accessibility and ease of access, there’s less need or desire to own it.

Music Innovation

As the industry and artists figure out how to counteract the accessibility and popularity of digital music it has made it possible for others to innovate and grow.

Release the musicThe Plug DAB radio by skrekkøgle works via a cork top which when opened will turn the radio on and when in place will turn the music off.

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Everyone’s a DJTo start DJing there used to be a price barrier – turntables and a mixer plus the price of maintaining an ongoing record collection. Digital DJing cut the record collection out of the equation and also the weight of hauling records around clubs.

Now Traktor have made digital DJing even more accessible, creating DJ apps built for touch devices - iPad (£14.99) and iPhone (£2.99)

Twitter #music

8 of the top 10 most followed accounts on twitter are music artist.

50% of all tweets are music related.

Makes sense that Twitter launched a music app to capitalise on this popularity. It might not be physical but it is outside of the standard platform and their 140 character heritage.

Less locks more listeningFrom unsuccessfully trying to keep their latest released under lock and key, the music industry and labels have embraced the power of the internet and in some instances regained some control.

Daft Punk builds hype and anticipation. Teasing their first track Get Lucky at Coachella and with a 1 minute trailer on Saturday Night Live. A week before official release the album is available for streaming on iTunes. Get Lucky broke Spotify’s daily streaming records.

Bowie keeps quietDavid Bowie’s latest single used the opposite approach to Daft Punk, full embargo and a well kept secret – no PR, no pre sales, no hype.

A few journalists and websites were tipped off on the midnight release and soon after #Bowie was trending. Once the secret was out, it was the classic release approach with advertising filling key media.

Kanye West’s latest album is due to be released on June 17. Again, aiming to drive hype around the release he’s teasing people with a taste of what’s to come. Firstly, one his latest signings to G.O.O.D music – producer Hudson Music – dropped a couple of tracks into a live set in Poland.

Then for one weekend, the first track from the album New Slaves is being projected on to 66 buildings around the world.

Putting it out on the internet is one thing but turning your previews into public events is proving to be popular.

Kanye creating hype

Hudmo Preview

Live projections

Calvin Harris made it possible for fans to listen to his latest album - 18 Months - by downloading an app. All you had to do to keep listening to it was dance.

Dance for it…

Download app

An app which allowed music duo Bluebrain to create a location-aware album designed around Central Park in New York.

Depending on where and how you walk around the park will determine how and what you hear.

Location aware music

Watch the short documentary

Find out more

Live to your mobileSoundhalo is a Android app in BETA which is looking to bring fans closer to live performances, making certain performances available in almost real time.

You can preview performances, then purchase and download to any of your devices

soundhalo.com

Music Innovators

Artists are starting to look at innovative ways to engage more deeply and make their music less disposable.

Vinyl RisingIn the last few years vinyl has seen a resurgence in sales.

Several artists and labels have returned to the format to create tangible and more valuable releases of their music.

Triple Decker Record

Jack White created a brand new vinyl format for the release of Blue Blood Blues. It’s a 12” record, you crack it open to release the 7” record which contains a secret unreleased track.

Only available in a limited run of 300

http://youtu.be/xQ3c3WZ-3UU

Ice Vinyl TBWA Stockholm helped develop a special 10

kits which would create a ice record for the Swedish Indie band Shout out Louds.

Full story Video

X-ray records

Jack white again collaborates with Butthole Surfers Gibbs Haynes releasing a single which is printed on real genuine X-rays

Death Waltz Records Delivering high end collectors

vinyl of cult film soundtracks. Not only delivering the music but packaging up the limited edition vinlyl with directors and composer notes, screen prints and brand new album art work from a variety of artists.

Also offering a subscription service at £150 a year to guarantee you’re one of the guaranteed recipients of the limited edition coloured vinyl and other addition collectors items

“Death Waltz Recording Company are set to become the premier vinyl soundtrack label for cult film enthusiasts!”

Deathwaltzrecordingcompany.com

Air dropped Flexi discs

Jack White (again) for the release of Freedom at 21, this time he released the Flex discs tied to balloons with a postcard asking the lucky finder to submit a picture of them finding this unique music release.

Read - What can digital learn from Vinyl

Get On Down Continually rereleasing classic albums

(mostly hip hop) in reworked collectors sets, not just vinyl and CD formats but even on cassette for the release of Only Build For Cuban Links.

Limited editions runs and quantities they’re not just about the music and format but also the surrounded limited edition supporting merchandise

Get On Down

Beck ReaderA step further than a vinyl format is Song Reader from Beck which saw him release twenty tracks which only exist as individual pieces of sheet music, a forgotten format.

Allowing people to interpret the music themselves

songreader.net

What can brands learn?Despite the rise and obsessions with digital solutions created to make our lives easier and entertainment more accessible, there is a underlying steer towards the ‘real’. More specifically tangible quality products.

What can brands learn?You need to add extra value around your core product so that consumption becomes a more immersive and positive experience.

This can be either giving people something exclusive – limited edition and tangible - or putting additional exclusive content around it.

Field NotesThe classic notebook brand creates limited edition themed packs of notebooks on a quarterly basis. Adding unique finishes and special packing as well as additional themed gifts. These notebooks aim to enhance the heritage of the uniquely popular brand and include a subscription package to avoid missing out on the latest special editions.fieldnotesbrand.com/colors

Heinz

Fans of the Heinz Facebook page were able to send a personalised can of soup to friends as a get well gesture to cheer them up for just £1.99.

Over 2,000 cans were sent out in 4 weeks.

Disney

Kids ages 3 to 12 can get their custom 7 inch princess figurine.

Hair, skin and eye color of the figurine will be customized to match the guest. A Princess silver link necklace with choice of colored gem charm will also be included.http://youtu.be/_7QtCmOpDHw

.COM

@TheMarkCarroll

THANKS FOR READING…

TRENDS 2013: MUSIC