#27 music now - amazon s3...with friends, supporting their favourite artists, seeking out new music...

#27

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MUSIC NOW

It’s not popular to just like whatever is being

promoted by Simon Cowell at the moment –

it’s better to be indie and do your own thing.

Will, Leading Edge, Indie Scenesters

” ”

Tribes Live #27

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DEMOCRATISATION OF MUSIC The past ten years has seen a shift in music consumption that has left music labels struggling to keep up and

allowed new models to take lead. Young people are at the forefront of this revolution. Fuelled by online and

mobile access to music, they have grown accustomed to being able to hear what they want, when they want and

having it all for free. While still passionate about music, their consumption and spending habits have evolved and

the music world is in a state of flux as a result. This month we are exploring how Tribes are consuming music in

both the online and offline world and where their money is going if it’s no longer on album purchases.

Moving beyond the charts The end of Top of the Pops indicates a clear example of the changing musical zeitgeist. Pre 2006 and before the end of TOTP, the public

was led by the big labels. They followed the ‘expertise’ and mainstream taste of the big music publishing houses, primarily due to a lack

of accessible ways to discover new music. A lot has changed since then - in ten years the music industry has evolved from a top-down

model to a much more transparent, relatively grass-roots industry. Many think TOTP lost its appeal because the acts that they (the

music industry) pushed forward weren’t an accurate representation of the new and the exciting, they simply felt…artificially produced.

For Tribes however, they are now part of a generation that discovers the new before it is TV-new, discovering on Facebook, Instagram,

Twitter, and Snapchat and listening on Youtube and Spotify. There is no need for an external party that provides them a list of the “hot”

and “new” – they make their own minds up.

Avoiding Mainstream These resources that aid music exploration have led to more distinctive, more diverse tastes in music and Tribes have begin to widely reject the

mainstream. They prefer to have complete control and seek out authentic music- programs like TOTP are therefore quickly losing their influence.

They stand for the sounds of the mainstream and the commercially relevant, basically they stand for exactly not what Tribes seek.. The declining

viewing figures of talent shows like The X-Factor are a clear example of this. Once, the "social-network effect" through positive Twitter- and

Facebook- conversations was the only thing needed to make these shows immensely popular nowadays however, conversations about these

shows are moving towards a more negative realm and Tribes are beginning to openly reject the ‘dime in a dozen’ artists associated with these

shows.

“I have a music blog which helps me to find a lot of new music - I also find bands on twitter and go to a lot of gigs.”

Sianie, 21, Alternative, Hardcore

“They (TOTP)

just show the

same old music

that’s been

around for

weeks. I think

there are better

ways of finding

new music and

people tend not

to really care

also nowadays

what songs are

popular and

mainstream.” Annie, 18, Leading Edge

When I was younger and music was only purchased on CDs or

tapes - I think that the Top 40 had a greater relevance. With

the growing ease of access to music via download or

streaming services - the Top 40 is starting to feel irrelevant to

consumers. Hannah, 22, Female, Mainstream, Townies ”

”

Tribes Live #27

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LISTEN UP Streaming forward The rejection of seemingly ‘mainstream’ sources of music has cleared the way for new advancements that facilitate the modern

needs of young people; streaming services such as Spotify are now taking the lead in the music consumption arena. In an annual

review of the music industry sales, these services were one of the only sales up (by 54%) against negative sales for both CD and

digital sales. Spotify, a nine-year-old company, has doubled its paid subscribers in the past year and has an additional 55 million

free users. This demand is reflected in Tribes listening habits, with the platform claiming joint first place for their ‘go to’ source

of music consumption alongside YouTube. So what is the key to Spotify’s sudden success with this age group?

“Discovering new music is so important! I get bored of music really easily - especially when I get a new favourite

song and listen to it on repeat for a day! I discover new music using things like browse on Spotify - listening to

Spotify radio - listening to YouTube channels regularly - listening to suggested songs on YouTube.”

Emma, 16, Aspirant, Trendie

Kings of curation When talking about music, ‘discovery’ is the buzz-word of the moment, but what does it really mean to ‘discover’? When it comes to Tribes

the spectrum is wide and varied. The Leading Edge and Alternatives spend hours trawling platforms, blogs and live events to discover new

music and curate their own playlists; they’re driven by a ‘find it first’ mentality. The mainstream however, takes a more relaxed approach to

the idea of music discovery but it’s still very much a key element of the way they consume music. Similarly, age also plays a role - while music

remains an integral part of Tribes lives across all ages, exploration takes more of a back seat as they grow older and are no longer able to

invest the amount of time they once did in their early teens. Despite this, keeping up to date and remaining in the know of what’s ‘new’ still

remains vital for young people today.

This diversity in music behaviour has been duly noted by brands like Spotify. They understand that there is no one rule for all when it comes to

music discovery and has developed its platform to answer to the varying needs of todays listener. Fully aware that replicating chart playlists

would not cut the mustard it in today’s music arena, Spotify have invested heavily in bespoke playlist curation. By buying music intelligence

company The Echo Nest, a company that promises to deliver ‘the right listening experience at the right time’ through extensive analysis of

response to both music genre and sound, consumption and online talk, it is now leading the way in this field. Spotify has taken on the hard

work of discovery and created personalised playlists that go above and beyond the charts and mainstream mass produced tunes. They

facilitate people’s need to discover, they’ve made it easy and as a result, have become the favourite platform for time-poor Tribes who want

to stay up to date.

“I remember

finding Iggy

Azalea and

Meghan Trainor

months before

they released...I

loved Tinashe in

her early days -

but by the time

Drop That Kitty

and her song with

Nick Jonas hit the

charts I was

bored of her and

so on.”

David, 18,

Leading Edge,

LISTEN UP Discovering new music used to be all I did. I was really

good at it, but that was back when I was around 15- 17

and I had the free time to do so. These days I just can’t

give the same amount of time to it as I would like, so

instead I rely on Spotify playlists to help me discover new

musical talent.

Sophie-Anne, 21, Aspirant, Rah ”

”

INVESTED INTERESTS

Tribes Live #27

But, is platform discovery truly free from the influences of the top record labels, those so

often accused of stifling authenticity and originality in favour of mass market appeal? Or

will these corporations always find a way to loom over and influence music

consumption? Record labels have a history of paying big for influence – previously

paying radio DJs big bucks to play their clients’ music in a scheme called ‘Payola’.

Despite new models that appear much more transparent and people-led, it seems that

old tricks are still at play. It has been revealed that record labels are paying for playlist

spots on streaming services, a marketing strategy so valuable that top music labels have

teams dedicated to leveraging streaming promotion in order to drive awareness and

sales. This is a dangerous prospect for streaming services, who’s appeal is reliant on

aiding more authentic discovery and could be a genuine deterrent for Tribes who have so

starkly rejected controlled and biased sources in times gone by.

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INVESTED INTERESTS

8

WHEN TO SPEND

Tribes Live #27

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Who’s paying? So now we know how Tribes are listening to and discovering music, lets look at how they’re paying for it (if at all). Since music fans

have turned to streaming, the music industry has seen a decrease in sales in records. Originally, sales were lost to illegal downloading

however the multiple waves of contemporary innovations have offered a solution to this issue, meaning that the music industry has

found itself in a revolutionised state. For many young people today, the idea of paying for music is not one they are familiar with and a

recent study by Voxburner found that 55% of 16 - 24’s purchase music only a few times a year or never at all. YouTube and the free

membership for streaming means that buying music is viewed as superabundant and Tribes thrive off the free possibilities that the new

streaming industry offers.

Loyal fans Yet, despite this relatively new yet thoroughly instilled attitude to paying for music (or not paying as the case may be), Tribes will

occasionally part with their hard earned cash. For loyal fans, purchasing an artist’s music is sign of support and appreciation and in

todays industry, this may be more vital than ever. Whether it’s buying music from an artist they have supported for years or a song of

particular importance to them, the drivers for purchasing music are emotional, real and well thought through. Yet, the journey of

music from artist through to purchase is a muddied one and Tribes can be wary about where their endorsement and financial support

is going. Their support is for the artists not the big labels behind them and Tribes will adopt tactics to safeguard their investments.

Money can’t buy For Tribes, worthy investment is in experience rather than ownership and music is no exception to this. As music consumption is so accessible, fast and

free, when it comes to paying, (ironically) it’s the moments you can’t put a price on that make the cut. Live music events are one the most popular on the

social calendar – credited for an atmosphere that cannot be replicated elsewhere. Whether it's a summer festival or an intimate gig, Tribes thrive off being

with friends, supporting their favourite artists, seeking out new music and above all creating memories they will remember forever. These moments and

the items and memorabilia that surround them are those worth paying for and in the fast moving and predominantly digital world of music today, it's the

physical items that remind them of the past that hold true value.

“My most

treasured

music item

would have to

be my old

iPod. Although

it doesn’t hold

its charge for

very long - it

holds loads of

music for

years gone by

which I have

great

memories” Hannah, 22, Female,

Mainstream, Townies

“I am way more likely to buy a CD off an artist or band at a concert as you know the money will probably go to them

(unlike iTunes...) and it’s nice to actually get it from them directly!”

Hope, 20, Female, Urban, DIYers

“The only time I ever actually spent my money on music is if I cant get their music in any other form, such as not

being on Spotify or YouTube”

Cait G, 17, Female, Leading Edge, Creatives

I have a set list from when I saw

Newton Faulkner a couple of years

ago. It’s handwritten and the stage

manager stole it off the stage for me.

I love it because it’s personal and

reminds me of a really good night.

Hope, 20, Female, Urban, DIYers ”

”

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“We were celebrating the end of College and a chance for us all to come together before we

all head our separate ways and head off to different universities. This night stood out for me

as it was lovely to be invited to a gathering that at the start of the night I only knew 4 people

and by the end ( AKA the early hours of the following morning!!) we had all become really

good friends which was nice! “

Ian, 18, Mainstream, Townies

“This was taken at my friends birthday party/Halloween last October. We’d been friends for

about a year before then and knew we got on like a house on fire. We texted every day and

spoke regularly. We have complicated pasts due to dating each others friends before so we

didn’t ever expect to end up together. But on this night we kissed for the first time - and

almost a year later I'm the happiest I've ever been.”

Rachel, 22, Mainstream, fan Girls

“Summer Ball Photo 2015, Bournemouth Uni. My Uni has one of the best summer balls in the

country, managing to get great acts for a number of years - Sigma was one of the main acts this

year”

Carl, 20

TRIBES NIGHT OUT Tribes share their most memorable, music fuelled, night outs with us….

Tribes Live #27

RECENTLY THE TRIBES

HAVE BEEN TALKING

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DISTILLED INSIGHTS FROM RECENT TASKS…

1. TIME TO PARTY • Tribes make plans as they go - they love the freedom to do whatever they

want whenever they want

• However, some things do have to be planned like: Concerts, City trips,

Special occasions, Festivals

• In the winter months Tribes look forward to: the cold and cosiness, being

with friends and family , events that create a comforting atmosphere and

holiday events

• Tribes cluster their most precious winter memories around various

celebrations with family and friends

3. LETS GET TOGETHER • Tribes ‘love’ E4 – a high majority watch and have extremely positive

feedback. E4 is their go to for easy viewing and funny content

• Tribes feel it is really important to feel part of a community. As it makes them

feel: supported, worthy, connected and part of something. This sense of

belonging protects them from feeling lonely

• They like that communities work together to achieve their goals and have a

shared identity

• While many do not necessarily associate a TV channel with a community,

the overall response is that E4 does feel in some sense like a community

4. WHY HAS FACEBOOK GONE QUIET? • It was generally felt that Facebook feels a bit old and dated compared to

younger, more exciting platforms e.g. Instagram and Twitter, further

consolidated by the fact that many Tribes feel that it’s now platform for

older people

• Tribes share less on Facebook due to: concerns over their Facebook past

and present and being exposed to potential employers, or it’s just the fact

that it seems to lack focus, it’s the ‘jack of all trades and master of none’

and doesn’t satisfy Tribes’ need for depth in their social communication

• Others still share on Facebook but do it a bit differently, they share to

specific individuals instead of sharing with everyone

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2. FUN IN THE SUN • Tribes generally don’t think summer jobs are very exciting. However some

aspects that go hand in hand with summer jobs do excite them or least

incentivise them, such as: Earning enough money, gaining experience,

meeting new people and shift flexibility

• Most Tribes are motivated by the money because they are tight on money,

or need the money to sustain their “summer-lifestyle”

• They have a “have to” mentality rather than a ‘want to’ mentality when it

comes to summer jobs

• A job that offers both money and experience would be their ideal situation

Tribes Live #25

Thanks for reading! of 13

#27 music now - amazon s3...with friends, supporting their favourite artists, seeking out new music...

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