| BEAT ON THE STREET | JAN 2013
MUSIC & MILLENNIALS TODAY
We are SMGâ€™s Human Experience
We ar e gl obal i nsi ght s agent s who accel er at e br and and communi cat i ons i nnovat i on by par t ner i ng wi t h peopl e
Human Experienc e COLLECTIVE CREATIVE Global Youth Community Centers
Powered by capabilities that help us listen, see, touch and create together with people The Creative Collective is a key component of SMGâ€™s Human Experience Center. The Creative Collective is our global co-creation community of young creators, innovators, and thinkers defining the future of youth marketing and communications. The CC features enquiring minds from Australia, China, France, India, Mexico, Russia, United Kingdom, and the United States of America. Our community is on-demand, 24/7 enabling us to be in constant dialogue with smart young adults through a series of engaging, thought-provoking, multi-media activities
MUSIC + YOUTH = AN ENDURING CONNECTION Music is very important to me. Every morning when I wake up I need to listen to music to begin well my day. I don't like the silence so when I have my phone or my computer next to me I put some music to forget about everything else. I think I couldn't live without music Youth, France
A CONNECTION THAT IS CONSTANTLY EVOLVING NEW DYNAMIC DISCOVERY OUTLETS
#1 source of music for US teens: YOU TUBE
A MORE SOCIAL EXPERIENCE
INTERACTIVE & PARTICIPATORY
More than 1 billion SPOTIFY playlists have been created
REACTION VIDEOS of Gangnam Style are viewed 20 million times per day
A CLOSER CONNECTION THAN EVER BEFORE In 2012 Lady Gaga launched her own BRAND COMMUNITY, Little Monsters
A LOOK AT YOUTH MUSIC CONNECTIONS TODAY 1. WHAT MUSIC MEANS TO MILLENNIALS
2. HOW YOUNG ADULTS ARE INTERACTING WITH MUSIC
3. THE JOY OF DISCOVERY
4. BRANDED CASE STUDIES
5. IDEAS FOR BRANDS
WHAT MUSIC MEANS TO MILLENNIALS
MUSIC PLAYS A VARIETY OF MEANINGFUL ROLES IN THE LIVES OF YOUTH A CONSTANT COMPANION
A SOURCE OF PERSONAL IDENTITY
AN EMOTIONAL OUTLET
A CREATIVE CANVAS
For me, music is like modern philosophy. I highly doubt I could function in any meaningful way without it Mexico
Music is a
I think it brings my friends and I together. Plus we have songs where if they come on the radio we're like 'That's our song! That's our song!' and I think that's really special in a friendship. I love finding a song or artist I like and sharing it with my friends because I know they'll love it.
Music is an
EMOTIONAL OUTLET [music] has helped me in the difficult moments of my life, in my sadness, loneliness Mexico
Music is a source of
I think Music is you. The what and when and where of any song defines and describes you and India your mood.
Music is a
CREATIVE CANVAS The app which I use for my DJâ€™ing is stienberg nuendo which is a professional software for all music lovers. This software allows to mix, edit, copy or remix literally it is like sound recording studio capabilities, which becomes alive with the touch of my finger. India
HOW YOUNG ADULTS ARE INTERACTING WITH MUSIC
YOUNG PEOPLE ARE INTERACTING WITH MUSIC, ARTISTS, AND OTHER FANS IN A VARIETY OF WAYS
Listen to an artist’s music
Discover the story behind the music Be ‘friends’ with the band
Connect in real time with other fans
Watch the video & behind the scenes
Discover their influences
Co-create on their next album
Buy the back catalogue
Follow bandmates & characters on twitter
YOUNG ADULTS CRAVE
EVERY MOMENT IS A POTENTIAL MUSIC MOMENT
ACCESS TO MUSIC, ALL THE TIME, ANYWHERE
The rising popularity of streaming services and mobile devices have led to youth’s growing expectation that their choice of music should be accessible at all times, without restrictions. Continuous access to music is essential for today’s on demand youth.
CONTINUOUS OPPORTUNITIES FOR MUSIC DISCOVERY, ANYWHERE
Millennials are hungry to find new music and every minute offers the potential to be a moment of music discovery. Youth are always on the look-out for spontaneous discoveries of new acts, remixes, live footage, or other content, fuelling a sense of serendipitous discovery.
MUSIC IS MULTI-DIMENSIONAL
EXPERIENCE VS. DEVICE DRIVEN
“I like when people like something I like. Good music should reach the ears it deserves.”
“I love Youtube because it's music+video so I can feel closer to the artist and the content”
“I normally use online music streaming service on my computer as I get better Internet speed on it”
Laptops, and their reliable internet connectivity, are valued for both unlimited access to music, and potential for new music discovery.
BROAD ACCESS & MOBILITY ARE KEY COMPONENTS OF A MILLENNIAL MUSIC EXPERIENCE
Devices such as phones and mp3 players are valued for their portability. Youth want access to music at all times, wherever they are. Mobile devices are not always linked with discovery at present. In the USA access to streaming services via mobile devices is more commonplace. This enables connected USA Mic’ers to access an unlimited range of music, and even discover new music via mobile. As mobile technology becomes ubiquitous in all markets, we predict streaming, and reliance on mobile as a allencompassing music device to grow.
“I love playing music on my desktop computer because of its obviously bigger capacity and audio volume; and I love it on my phone because I can carry it around wherever I go. I think I choose my desktop because of the broader possibilities to enhance my experience” Mexico
“Right now I use Pandora on my phone and that's preferred because I don't have to listen to the same stuff, and it's free” USA
MILLENNIALS BELIEVE MUSIC SHOULD BE FREE Young adults have grown up in a world where music is available everywhere for free – so they have a hard time understanding why they should pay for it. “I download a lot of music online and not all of it legally. I still buy music but it is expensive. Personally, music is the way I express myself and channel my emotions and is a huge part of my life. If I paid for every song I downloaded it would cost me a fortune” UK
THE HARD TRUTH: SEVEN OUT OF TEN MIC’ERS DOWNLOAD MUSIC FOR FREE, WHEREAS LESS THAN HALF PAY TO DOWNLOAD MUSIC MIC’ERS IN THE UK & USA WERE MOST LIKELY TO PAY TO DOWNLOAD MUSIC. MIC’ERS IN RUSSIA & INDIA WHERE LEAST LIKELY TO PAY.
THE JOY OF DISCOVERY
THE JOY OF DISCOVERY DISCOVERING NEW MUSIC CAN BE ALMOST AS MUCH FUN AS LISTENING TO IT Music is social currency Discovery is multi-faceted 3 main forms: social, active, serendipitous Role for brands in all 3 spaces
“I love hearing new music from my favourite artists so I know what they're up to. I love getting new music from my friends because I can discover new songs I may not have listened to USA on my own” “I like to stay up to date with music as I have something to talk about with my friends and I like to buy the new albums of the bands I like to support them and listen to their new music!!” UK
VIDEO IS A TRUSTED MUSIC DISCOVERY ENGINE FOR MILLENNIALS, VIDEO IS AN ESSENTIAL WAY OF INTERACTING WITH MUSIC. EIGHT IN TEN MIC’ERS WATCH MUSIC VIDEOS “I have never looked for a song and not found it on YouTube, which I think Australia is quite astounding” “I love YouTube… I think it is one of the most amazing ways to discover India and rediscover music”
DISCOVERY IS NOT LIMITED TO BRAND NEW THE DIGITISATION OF MUSIC PROVIDES MILLENNIALS WITH UNPRECEDENTED ACCESS TO THE BACK CATALOGUE, FUELLING AN APPETITE FOR OLDER, UNDISCOVERED MUSIC AND PAVING THE WAY FOR SOME ECLECTIC TASTES
THREE QUARTERS OF YOUTH MIC’ERS PREFER TO LISTEN TO A MIX OF BOTH NEW AND OLDER MUSIC I love finding new music on my own, but 'new' music doesn't have to be up to date for me to enjoy it. I tend to find that there aren't many new things coming out that I really enjoy, so I don't bother keeping up with it, especially not the factory produced rubbish in the charts UK
BRANDED CASE STUDIES
BRANDED INSPIRATION - NIKE Ellie Goulding Runs WHAT: Helping fans get even more personal, singer (and keen runner) Ellie Goulding extended her collaboration with Nike and invited a small number of fans to run with her in seven different cities on her UK tour. Ellie’s runs can be tracked through social media as she completes her tour. Ellie’s record label Polydor released a remixed version of Lights aimed at providing a running soundtrack. WHY DOES IT WORK? It creates true participation, taps into existing communities (runners & fans), and provides a natural and organic means for Nike to be involved with music
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BRANDED INSPIRATION – CONVERSE Rubber Tracks WHAT: As part of their on-going relationship with music, Converse have opened a music recording studio in Brooklyn, N.Y called ‘Rubber Tracks’. In the studio, emerging bands can record music, get advice on how to improve their own recordings/ production, and then have access to Converse’s social media audience to promote their music. WHY DOES IT WORK? Converse have acknowledged the importance of using music as a means of self-expression for young adults, and are playing a role in making budding musicians dreams a reality. At the same time, emerging bands are creating original content for Converse’s social media channels to further market their involvement with music.
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BRANDED INSPIRATION â€“ 20th CENTURY FOX 500 Days of Summer WHAT: To promote the film 500 Days of Summer, music fans were asked to help create a playlist around the theme of relationships. In a twist to the usual brand authored playlist, this offered fans the chance to take part in shaping the music feel of the movie. The playlist was made available on Spotify. WHY DOES IT WORK? This campaign invited fans to get involved and to marry their own personal, emotional experiences to the movie. A Spotify playlist ensured everyone who took part could enjoy the results.
BRANDED INSPIRATION - BLACKBERRY Live & Lost WHAT: To appeal to the youth market, SMG UK and Liquid Thread curated a music event that put the fans in control. The ‘Live and Lost’ concert took three emerging music acts and relied on the fans to get them to their ultimate destination through social media assistance. Their journey was filmed and shared in real time, and then compiled into a TV series WHY DOES IT WORK? This campaign married a live music event with the content back story of the acts and their journey. BlackBerry let the audience make the adventure happen and integrated sharing tools such as location based apps within the branded content to help add an customised dimension.
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IDEAS FOR BRANDS
MILLENNIALS, MUSIC & BRANDS: SOME THOUGHT STARTERS Employ music to transform mood and unite communities. Capitalise on musicâ€™s personal and meaningful nature.
Use music as a creative canvas to fuel youth selfexpression.
The joy is in the discovery: Include music discovery in your experience design, from audio to visual.
Provide Millennials with exciting brand partnerships to keep music free
Consider the role of older, previously undiscovered music in your mix
| BEAT ON THE STREET | JAN 2013
MUSIC & MILLENNIALS TODAY
Published on Sep 12, 2013