interactive music presentation - future music camp 2010
TRANSCRIPT
A new form of music consumption
An overview of Interactive:
- File formats- Apps- Games- Creative outlets
Digital Music Trends
www.digitalmusictrends.com [email protected]/digimusictrends
Audio Podcast started in March 2009 focused onmusic technology and start-ups.
Interviewed many companies working on Interactive Music Platforms (MXP4, RjDj, GoMix, Music Myne, Tronme, Aviary, Zooz Mobile)
Aims of the Workshop:
Become familiar with the latest developments in interactive music
Explore how they can affect the way you workin your respective field
Look at interactive music as a possiblealternative revenue stream
Understand how can interactive music can be relevant to others in different ways
Internet + Storytelling + Interaction
Non-linear
Participatory (game-like?)
Immersive
(Frank Rose Wired Magazine DMT Episode 41)
Media Business - in the last 150 years it was an Industrial model
In order for it to work it had to be based on scarcity
Scarcity was artificial since the industry controlled the output and Scarcity gave the product value.
Today there is no more scarcity = the model has to shift need to provide the users with added value and with an active & engaging experience. Music & Media companies based on the industrial model, how can they cope with this shift?
Is an interactive music experience a way to draw music fans backIn?
The new MP3?
The contenders to the throne....
Music DNA
Applies to individual tracks
Can Already be ready by many players as it's an extension of MPEG7
Additional multimedia content can be embedded in the file
Integration with social media the file upgrades itself
ENHANCED METADATA
CMX or Connected Media Experience
Announced August 2009
One bundled album file includes everything (artwork, extras, lyrics, videos etc...)
All 4 majors involved
Open format any label can use it
Problems:
Still in development
Release was meant to be in Q2 of 2010 but no word as to what's happening as of yet
As it stands no participatory element it's basically an MP3 with additional content
Desktop only at launch?
iTunes LP
Launched November 2009
Proprietary Apple format
Aim is to re-create the LP experience digitally
Few releases have truly exploited the format most notable recently is Plastic Beach by the Gorillaz.
Problems:
No iPhone or iPad integration as of yet
Closed & Proprietary system - will only work with Apple technology
After the death of DRM in music can the introduction of the iTunes LP re-create the same sorts of restrictions? A new walled garden replaces the old one.
But Do we need a new format?
Re-mixing music applications
Can they satisfy the demand for interactivity even if not as immediately available as MP3s?
MXP4 - Play with it
Developing this technology since 2006 creating a format (MXP4) and a number of appsSing it, Mix it, Remix it, Max it. All ways to interact with the music.
.MXP4 is a format but does not want to be a new standard
Technology can be integrated into other platforms
Possible Revenue Streams
Brands
Advertising Agencies
Labels
Online Ad networks
Licensing opportunities
Example Keane Stop For a Minute
Fans get the opportunity to interact with the music
It does not want to become a brand
Employs session musicians completely different mixes from the original
At the moment provides labels with tools for remix contests
Major revenue stream would be in allowing fans to download and share theircreations or to export them as ringtones
Example - Placebo Running up that Hill
Usually works with major labels
Focuses on bringing artists + brands together on campaigns
Great integration with social networks
This helps the applications spread virally
Aim for 2010 is to allow fans to purchase the remixes made on the platform
Just received 150,000 small business innovation research grant from the National Science Foundation science foundation
At the moment free on the iTunes store until the end of June so grab it and try it out in the meantime!
High Profile Jackson 5 Application
Example Jackson 5 app
Mobile app that exploits sensors in modern smart-phones (ex. Accellerometer)
Focus is on Music Re-Creation = buying a track you already know but personalize it
as well
Movement activates samples (ex. shaking)
Users can virtually collaborate on a remix
Pushing its own format called .IVS
3 levels of interaction
IVS1 fully interactive
IVS2 partially interactiveand provided by the label
IVS3 partially interactive canbe built from a normal MP3 file
Video integration encourages users to make their own music videos
Sharing facilities
Both as desktop software and iPhone app
BUT : OWN file format + OWN software = maybe asking too much from the user?
Taking interaction one step beyond into your everyday life
A completely new music experience
Based on scenes
Every single sensor on the iPhone canbe assigned to the creation/modification ofthe sounds including:
- Accellerometer- Touch screen- Microphone- location/GPS
The music integrates elements of yourenvironment = an endless Soundscape
Through scenes like Cosmic Booty byFabrice Lig RjDj is becoming more andmore like an instrument
Platform now on the iPad with the RJVoyager
A new approach to musiccreation and consumption?
And finally let's not forget games didn't they start this whole interactive wave after all?
In the beginning:
Huge success stories between 2005 and 2008
In 2009 Guitar hero saw a significant drop in sales
Critics blamed it on market saturation too much content and not enough innovation
Both Guitar Hero and RockBand are struggling but RockBand has fared better thanks to a wider offer of downloadable content
Never stop innovating and give the users what they want!
Tapulous and Tap Tap Revenge
One of the most successful apps for the iPhone
Lucrative artist-specific apps (Nine Inch Nails, Lady Gaga, Coldplay etc...)
Great opportunities for expansion with the iPad and tablet market in general
Will the sales of these games recover or is the future of interactive music gaming in the hands of......
New devices and new frontiers
Music Pets
Facebok-based game
Farmville-like concept
Keep pet happy + share content with friends
Content Partnership with UniversalMagic Piano for the iPad
Anyone can play, no skills needed
Select the number of keys you want to use
Connect with other users with a Duet mode
Augmented reality and 42 Entertainment
Is it Branded Entertainment, Marketing or Art?
Creating Meaningful Engagement + Emotional Connection
This cannot be done without great content & Experience
Content is Queen
Experience is King
Can I still produce an interactive experience without big budgets or a label supporting me?
ABSOLUTELY YES
A pressing question from artists:
MXP4 Editor to create interactive tracks
RjDj software to create Scenes
Myna: Web-based audio editing tool
The aim is to make creative tools available for everyone
Basic and easy multi-track sequencer, easy to learn!
Soundcloud integration
Can Music Production Software Move onto the cloud?
Can this popularize the multi-track and allow for more users to create for example RjDj scenes or MXP4 files?
Many issues to confront
Artists/Labels uncomfortable with having users mess with their music
How to split up the revenue?? A real headache....
Licensing problems
Different Mobile operating systems = a lot of work for developers, how to choose?
Quality of content: no content = no sales
You can reach a huge public quickly but will it stick around after the novelty wears off?
Artists
Labels
Developers
Brands
Workshop 4 Groups
The aim is to look at the opportunities, issues, problems and solutions that interactive music can bring to the groups outlined below.
Artists:
Many interactive music applications allow the fans to take control of the music and change it/customize it are you OK with that? What degree of control do you want over your recordings?
Some of these applications allow the fans to export what they have created and share it with their friends/post it online how do you feel about that?
What type of platform amongst the ones mentioned above would you prefer to have your music remixed on and why?
How do you think would be the most effective way to be paid for the content? Which would you prefer and why? Pros/Cons (advertising, brand sponsorship, in-app purchase of content etc...)
Would you be willing to think about the interactive element at the creative stage to allow for a better experience?
Labels
How do you think interactive music may impact the usual sales channels both physical and digital?
What do you think are the most interesting and possibly profitable business model amongst the ones outlined in the presentation? (In-App purchase, Ringtone purchase, Remix Purchase, Streaming fees, Advertising revenue, Brand partnership and in-game purchases like in Music Pets?)
After all the monetization problems experienced by digital distributors are you still willing to experiment with services that may end up not taking off or do you hold off and prefer working with an established organization?
How in your experience are artists reacting to these new developments? Are they happy to embrace them or are they worried about their impact? Outline if you see a difference between older artists and young "digital generation ones"
Can tools like the MXP4 Editor and RjDj's RJC1000 be a way in which unsigned bands can grab the attention of a label's A&R and create buzz?
How would you react if the remix made by a fan through one of the programs mentioned above became more popular than the original version by going viral? How would/could you exploit and monetize that?
Developers/Entrepreneurs:
Of all the formats and the options that I have illustrated in the presentation and that you may be aware of, what are in your opinion the pitfalls and the opportunities in creating for example an interactive format like MXPS versus the creation of a remixing platform like MusicMyne?
Have you had previous experience with interactive music platforms and if so what have your results been so far?
How do you feel about the challenge dposed by the need to create software for multiple mobile operating systems, how do you choose?
Which piece of hardware is most likely to convey the best experience in interactive music?
The app store wants a piece of the revenues as do the labels and the publishers. Will there be enough money left for the program's developers?
How do you think Apple's refusal to allow Flash will impact developers who would like to port for example a really cool Facebook game onto the iPad?
Brands:
What do you look for when trying to find a company or service to work with in order engage consumers/deliver a campaign?
Which one of these points a) artist repertoire b) technologyc) social featuresIs at the top of your list in terms of priorities when choosing a partner and why?
How do you think music interactivity can help your business reach and engage consumers in a more effective way?
How much of a brand sponsorship as described below needs to be tailored to a relationship with the artist?
Are you prepared to invest in this field over, for example, a more passive product placement for a music festival?