Music

MUSIC PASSION IS AT
AN ALL TIME HIGH ...

93% OF ASIAN YOUTH
ARE PASSIONATE
ABOUT MUSIC ...
SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

1% OF ASIAN YOUTH
“HATE” MUSIC ...
SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

80% LOCAL
20% IMPORT

66% ARE LISTENING TO
MORE MUSIC NOW THAT
IT’S DIGITAL
SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

46% THINK THAT ALL
THEIR MUSIC WILL BE
DIGITAL IN THE FUTURE
SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

BUT ARE THEY PAYING?

DIDN’T PAY TO DOWNLOAD MUSIC
(% PAST MONTH)

Seeking World Record, Pirate
Bay Claims 22 Million Users

ALBUM SALES TREND
12
10
8
6
4
2
0
2000 2002 2004 2006
NIELSEN SOUNDSCAN

Wanting to disconnect people because they download
music is wrong.
Criminalizing 90% of the population because of
a lack of a new model to serve them is wrong.
Exploiting market weaknesses to withhold music licens-
es is wrong, and so is ruthlessly capitalizing on one’s
market position
Using copyright as an excuse to extort the users and
the organizations that serve them is wrong

HOW ABOUT LIVE MUSIC?
(% WENT TO CONCERT RECENTLY)
2007 18%
36%
2008
SOURCE: MTV Music Matters Research (Synovate, TNS). 12 Countries

Paradigm shift in the business models

Network to Networked

From ownership to axes

Nokia Comes With Music

With SIRIUS Satellite Radio, you can listen to what you want, when you want, wherever you are.

Flat rate is just the beginning

We are heading in to a service economy
Products get more and more subsidise.
Product loses there value
Consumers value experiences

CONTENT EXPLOSION
RISING MUSIC PASSION
LOCAL PREVAILS
DIGITAL CONTENT
MOBILE TAKES OFF
CONCERTS EMERGE

50% HAVE DOWNLOADED MUSIC TO
THEIR PHONE RECENTLY
74% WANT TO REPLACE THEIR MP3
WITH A MUSIC PHONE
78% WANT THE MUSIC INDUSTRY TO
HELP THEM GET MORE DIGITAL MUSIC
73% WANT TELCOS AND MUSIC LABELS
TO WORK TOGETHER MORE CLOSELY

URBAN ASIANS. 12 MARKETS. 15-34
HEADLINES
1. MORE PEOPLE ARE LOVING MUSIC
2. MORE ARE LISTENING TO MORE MUSIC
3. IT’S ALL GOING DIGITAL, FAST
4. IT’S ALL GOING MOBILE, FASTER
5. BUT IT REMAINS FREE, FOR MANY

OPPORTUNITIES