Gigi Johnson, the Executive Director of UCLA's Center for Music Innovation at the UCLA Herb Alpert School of Music, shared this discussion in May with a group of music executives about the impact of streaming music and other technologies on how we create and enjoy songs, community, and experience in music. This presentation was shared with those in attendance, and we now are sharing this with this SlideShare community as well. http://innovation.schoolofmusic.ucla.edu

1. ECOSYSTEM TRANFORMATION:
ACCELERATING CHANGE IN MUSIC
HUMAN/TECH SYSTEMS
Song
CommunityExperience
Gigi Johnson, EdD
June 2017

2. The Future is here…
It is just not evenly
distributed.
Kevin Kelley
As quoted by Kevin Kelley

3. The Future is here…
It is rapidly transforming
core music ecosystems . . .
. . . and accelerating
Gigi Johnson, UCLA Center for Music Innovation

4. 1970
Accelerating Change

6. 1992

9. Now: Our Connected World
9
Source: Facebook

10. Explosion in Smartphones
Source Comscore

11. 11
New Expectations of “Experience"

12. Source: Nielsen Total Audience 3Q 2016
Smartphone: Expanding Media an Hour
a Day since 2014

13. Ubiquity
• Everywhere Media
• Immediacy of Influence
Location Data
• Connection of data and
location, with and without
context
• Adding emotions, activity, and
community to place data
Tiny Decision Screens
• Information Bubbles
• Increasing role of influencers
• “Fast” vs. “Slow” Thinking
Audio Bubbles
• Personal vs. Shared experience
“Cyborg Anthropology”
• External Brain
• “Dataism” – trust in the
algorithm

14. Three Accelerating Connected
Music Environments
Song
CommunityExperience
Connecting = The New Curation

15. Three Accelerating Connected
Environments
Song
CommunityExperience
Connecting = The New Curation
Immersive,
Everywhere Music
Music + Data +
Location =
Immediate, In-
Context Data
Lifestyle, Pervasive,
In-Context
Advertising
Playlist as the New
Radio –
Reaggregating
Audiences
Knowing
YESTERDAY – but
WHO knows? (Not
Artists…Yet)
WE are the Product
vs. the Song

16. 1999 – Peak of the CD Block of
Songs – and Revenue
Source:
RIAA

17. 1999 – Peak of the CD Block of
Songs – and Revenue
Source:
RIAA
Units is another story…

18. First: Shift to Digital Singles
•18Source: RIAA figures; Digital Music News
CDs
Digital Download Singles

19. Now: Mass Shift to Streams
-
100
200
300
400
500
600
700
800
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
2015
2016
Cume Album Equivalents
CD Unit Sales Digital Album Sales DDL/10
Audio Streams/1500 Video Streams/1500
SOURCE: Nielsen/Soundscan

20. SOURCE: Nielsen/Soundscan

21. Strong Audio & Subscriber Stream Growth

22. Yet What Do We
Choose? And How?
New – up to 8 weeks old (2 mos)
Recent: 8-78 weeks old (2 mos to 18 mos)
Catalog: 78-156 weeks old (18 mos to 3 years)
Deep Catalog: more than 156 weeks old (3 years)

23. Concentrations to the Recommended:
42% of Streams for 5,000 Tracks

24. TSL All Music Listening
Source: MusicWatch Inc.

25. SOMEONE
Knows
Exactly What
You Did
Yesterday
Business
Intelligence
Predictive
Analytics
New
Tastemakers
Aggregators as
New Power
Brokers
Playlists as the New
Radio
Accelerating
Changes from
Streaming Music

26. TSL 2016 Share Source: MusicWatch Inc.

27. Spotify vs. Non-Spotify Curators
Source: Chartmetric.io

28. The Weeknd
KREAM (Deep house, Norway)
Source: Chartmetric.io via
Medium (link)
$10,000-20,000
$1,000-2,000

29. Selling our Behaviors to Brands

30. Selling our Behaviors to Brands

31. Data + Natural Language Processing =

32. Alexa Questions

34. http://www.musicwatchinc.com/blog/thanks-alexa-friends-with-benefits/

36. Yet the
Recorded Song
is a Slice of the
Pie

37. The New Curation: Experience
Song
CommunityExperience

38. The New Curation: Experience
Song
CommunityExperience
Changing
Concentration of
“Alone Media”
Growth of Festivals
and FOMO
Changing role of
Driving: Uber, Lyft,
and the Walkable
City
Gentrification and
Small Venue
Pressures – Music
Cities Politics
New Curators as
Floating Events,
Curating
Experiences
VR/AR: New Out-Of-
Home Experiences
and Concert
Alternatives

39. What is
Experience: Alone
in a Room
• Increased Streaming at work
• Closed audio environment
• Silence in homes with
separate audio
environments

40. Experience Shares Much of the Wallet
Live: DJ, Small Sessions, Festivals, Live Concerts: 55%
Recorded: 45%

41. 41
Smartphone Affecting Experience

42. VR Pathways – New
Experiences
Eric Church at Stagecoach – VR Concert --
https://www.youtube.com/watch?v=7l69y9MEE4I

43. KIDS
Nokia, UMG, Interscope
https://youtu.be/eppTvwQNgro

44. Location-Based VR

45. The New Curation: Community
Song
CommunityExperience

46. The New Curation: Community
Song
CommunityExperience
Changing Roles of
Clubs
Changing Role of Cities
Changing Roles of
Curators
New Roles and
Combinations of Artist
Cooperatives and New
Label Structures

47. What is the Community for Music’s
Future?
What is the lifecycle for artists? YouTube and Soundcloud to Festivals?
Local Community support for launch?

48. Music Cities Research and Projects
http://www.austintexas.gov/department/austin-music-census-report

49. Rethinking music as creative and fan communities
• Floating Clubs between venues and in
alternate spaces
• Curation communities
• New collaboration communities – artist
collaboratives

50. To Where are We Accelerating?
Song
CommunityExperience

51. -
50
100
150
200
250
2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 2025
Album Equivalent Units, US
CDs Digital Albums DDL/10 Audio Str/1500 Video Str/1500
Where Does the Song Go?

52. Where Does Engagement and
Community Go?

53. Can we bring together data from the Stream
to Engage the Experience?
Community, Engagement, Decisions
Recorded Music
Performance, Synchronization,
Merchandise

54. Song
CommunityExperience
Changing Roles of
Clubs
Changing Role of Cities
Changing Roles of
Curators
New Roles and
Combinations of Artist
Cooperatives and New
Label Structures
Changing
Concentration of
“Alone Media”
Growth of Festivals
and FOMO
Changing role of
Driving: Uber, Lyft,
and the Walkable
City
Gentrification and
Small Venue
Pressures – Music
Cities Politics
New Curators as
Floating Events,
Curating Experiences
VR/AR: New Out-Of-
Home Experiences
and Concert
Alternatives
Immersive,
Everywhere Music
Music + Data +
Location =
Immediate, In-
Context Data
Lifestyle, Pervasive,
In-Context
Advertising
Playlist as the New
Radio –
Reaggregating
Audiences
Knowing
YESTERDAY – but
WHO knows? (Not
Artists…Yet)
WE are the Product
vs. the Song
Ubiquity
• Everywhere Media
• Immediacy of Influence
Location Data
• Connection of data and location,
with and without context
• Adding emotions, activity, and
community to place data
Tiny Decision Screens
• Information Bubbles
• Increasing role of influencers
• “Fast” vs. “Slow” Thinking
Audio Bubbles
• Personal vs. Shared experience
“Cyborg Anthropology”
• External Brain
• “Dataism” – trust in the
algorithm
Gigi Johnson
Gigi.johnson@ucla.edu
http://innovation.schoolofmusic.ucla.edu

55. UCLA Center for Music Innovation
Gigi Johnson, EdD
gigi.johnson@ucla.edu
@MusicInnovUCLA
http://innovation.schoolofmusic.ucla.edu