The first in a series of presentation looking at growing trends which might be having an impact on your industry. This first one focuses on Music as it continues to become increasingly accessible through digital streaming and downloads. It shows some of the ways artists are innovating and continuing release music which has value.

1. Trends
TRENDS 2013: MUSIC

2. 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.

3. 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.

4. 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.

5. Release the music
The 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.
Read More

6. Everyone’s a DJ
To 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)

7. 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.

8. Less locks more listening
From 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.

9. Bowie keeps quiet
David 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.

10. 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

11. 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

12. 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

13. Live to your mobile
Soundhalo 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

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

15. Vinyl Rising
In 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.

16. 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

17. 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

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

19. 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

20. 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

21. 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

22. Beck Reader
A 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

23. 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.

24. 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.

25. Field Notes
The 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

26. 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.

27. 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

28. .COM
@TheMarkCarroll
THANKS FOR READING…
TRENDS 2013: MUSIC