Youth Music Trends


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Following the massive revamp of The Official Charts website and social media, Lauren Kreisler, Brand Manager for The Official Charts Company, discussed the importance of online and social media content and explained who The Official Charts and BPI are. Lauren offered insight into how your students purchase and listen to music, changes in such buying trends, and offered tips on how to predict the next number one.

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Youth Music Trends

  1. 1. Students. Music. Now.August 2012
  2. 2. 2 What is the UK listening to? POP QUIZ TIME!
  3. 3. 3 What is the UK listening to? What is the UK listening to in 2012?
  4. 4. 4 What is the UK listening to? Q) Biggest selling SINGLE of 2012 so far?
  5. 5. 5 What is the UK listening to?What is the UK listening to?Biggest selling single of 2012
  6. 6. 6 What is the UK listening to?What is the UK listening to?Top 20 biggest selling singles of 2012
  7. 7. 7 What is the UK listening to? Q) Biggest selling ALBUM of 2012?
  8. 8. 8 What is the UK listening to?What is the UK listening to?Biggest selling album of 2012
  9. 9. 9 What is the UK listening to?What is the UK listening to?Top 20 biggest selling albums of 2012
  10. 10. 10 What is the UK listening to? Most STREAMED track in the UK last week?
  11. 11. 11 What is the UK listening to?What is the UK listening to?Most streamed track this week
  12. 12. 12 What is the UK listening to? Fastest selling single of 2012?
  13. 13. 13 What is the UK listening to?What is the UK listening to?Fastest selling single of 2012• Call My Name sold 152,000 copies inits opening week in June
  14. 14. Official Charts Company14BackgroundWho is the Official Charts Company?• Joint venture between the BPI (the British recorded music industry) and ERA (Entertainment Retailers Association)• Responsible for commissioning, marketing, distribution and management of UK’s official music and video charts• We are the commercial arm of the BPI – the revenue we make licensing charts and our database funds the chart compilation process and the work of the BPI e.g fighting piracy, lobbying government on music industry issues etc +
  15. 15. 15 BackgroundBackgroundThe Official Charts• The only official industry-standard charts• Based on pure sales only• Based on UK’s most comprehensive survey panel• 6500 retailers surveyed daily, covering 99% of singles market, 98% of albums and 90% of all video/DVD products• Charts licensed to media partners such as Radio 1, MTV, Music Week, The Sun, Kiss, 4Music, Napster and more.
  16. 16. 16 Music trends The current UK music market
  17. 17. 17 Music industry trendsMusic trendsSingles boom• 2011 was biggest year EVER for single sales selling 178m singles (v 48m in 2005)• 2012 looking even bigger!• Singles market now 99.3% digital Growth of singles sales: 1972 to present (000s) 72 73 74 75 76 77 78 79 80 81 82 83 84 85 86 87 88 89 90 91 92 93 94 95 96 97 98 99 00 01 02 03 04 05 06 07 08 09 10
  18. 18. 18 Music industry trendsMusic trendsDigital Albums Growth• Digital album sales grew by 27% in 2011
  19. 19. 19 Music industry trendsStudent music buying habitsSpend• In 2011 UK students spent £125m on recorded Where students buy musicmusic (11.3% of total market) 1.5% 1.4%• Students account for 21% of digital singles sold 7.1%• Students account for 16% digital albums, 10% Onlinephysical albums HMV 20.1% Independent record stores Supermarket 69.9% Other Which retailers do students choose? • iTunes: 30% • Amazon: 21.6% • HMV: 20.1% • 3.9% • Less likely to shop at supermarkets, but Asda is the grocer of choice
  20. 20. 20 Music industry trendsMusic trendsGrowth of streaming• In 2011 the UK streaming market was worth £34.7m• In 2012 streaming revenues are up 40%• Subscription-based services e.g Spotify up 93% YOYLaunch of Official Streaming Chart• Launched May 2012• Top 100 chart based on audio streams from Spotify, Deezer,We7 and more• Streaming doesn’t count towards Official Singles Chart• Difference - measures listening rather than buying, soreveals true longevity track in a fan’s life
  21. 21. 21 Official Charts Company repositionedRepositioning theOfficial Charts CompanyRoadmap• Brand strategy review back in February 2011• Opportunity exists to move into the consumer space• New brand identity and brand new consumer-facing digital platformlaunched October 2011• 60th anniversary of the Official Singles Chart in 2012But first,• This is what we previously had… Old branding
  22. 22. 22 Official Charts Company repositionedNew brand identitySo far….• Create new brand identity• The Official Charts arrow kitemark:- Displayed alongside all editorial/programming data compiled by the Official Charts Company including MTV’s Official UK Top 40.
  23. 23. 23 Where the Official Charts Company kitemark appears - examples
  24. 24. 24 Official Charts Company repositioned An entertainment brand is more than just a logo
  25. 25. 25 Official Charts Company repositionedDeveloping a consumer brand Official Charts PRODUCTS Official Charts Official Charts CONTENT EXPERIENCES Consumer
  26. 26. 26 Reimagining the Official Charts as a media platform
  27. 27. 27 Our brand new site!• Exclusive breaking chart news• Video interviews with Official Number 1 artists• Hot new releases• Access the full Official Singles and Official Albums Chart Top 100 plus official charts for Rock, RnB, Dance, Streaming and many more.• Searchable chart archive• Competitions
  28. 28. 28 Popular features include exclusive themed charts, Official Chart Flashbacks, News and chart records, new releases features
  29. 29. 29 Video Getting to know…Conor Maynardfeatures Reggie presents Carly Rae Jepsen with Official Number 1 Award for Call Me MaybeJo Wiley presents Gotye with his Jessie J says thank you for her Official Official Number 1 Award for Number 1 Award, and making Domino Somebody That I Used To Know Number 1 nine weeks before release!
  30. 30. 30 Historic data makeover- Instant search function on every page- Search by artist, album/track, date- Social media integration
  31. 31. 31 Official Number 1 Award schemeOfficial Number 1 Award schemeCement your place in chart history• Brand new award initiative created by the Official ChartsCompany recognising every new Official Number 1 single fromnow on.• The initiative marked the start of 2012 – the 60th anniversaryof the Official Singles Chart.The award creates a media moment, recognising theimportance of an Official Number 1 in cementing anartist’s place in UK chart history.
  32. 32. 32 Official Number 1 Award schemeOfficial Number 1 Award launch Official Number 1 Award • First recipient: Military Wives – the Official Christmas Number 1 of 2011. • BBC Radio 1 and supported the launch and are involved with the ongoing live presentation of the award on the relaunched The Official Chart with Reggie Yates • Opportunity for wider media stunts throughout the year with current and retrospective presentations to artists
  33. 33. 33 The moment of truth…
  34. 34. 34 relaunched……and exceeding all expectations• New destination site for the UK’s Official Chart launched October 2011• Explosive growth and continuing to go from strength to strength each weekThe stats• Unique users +89% year on year, last month smashed 700,000 users ( 712,769 50 Shades Of Greyuniques v 377,303 in 2011) tops Classical Singles Chart• Visits +69% year on year (980,398 v 581,535 in 2011)• Over 2m page impressions per month (+39% year on year v 1.4m in 2011) Bieber / Rihanna retweets! Whitney Streaming chart Houston New Year launch End of year charts Diamond Jubilee – 60 October 2011 relaunch Christmas No 1 week biggest selling singles artists of all time
  35. 35. 35 The secret?…
  36. 36. 36 Engage with your audienceEngage with your audience/potential audience Content is king! (especially exclusive content)
  37. 37. 37 Social mediaStart conversationsSocial media• Engage with influencers in your community - influential students, societies,DJs, local media• Conversation builds trust, relationships, loyalty
  38. 38. 38 Official Charts Company repositionedEmergence of the ‘superfan’ communityStudents live online• They socialise online – 70% of teenagers are online on a Sunday• Students buy/access music online• Today’s younger students / high school build relationships with artists online• They meet other like-minded fans onlineTribes• Lady Gaga’s Little Monsters, Jessie J’s Heartbeats, Rihanna Navy, Cher Lloyd’sBrats, The Beliebers, Nicki Minaj’s Barbz• Social media enables them to interact and share their passionBe where your most passionate customers are, be part of the conversation
  39. 39. 39 Predicting a chart smash How YOU could predict a chart smash
  40. 40. 40 Predicting a chart smashPredict a chart smash: Top 10 cluesMedia exposure1. Reality show – contestant, winner, guest performer2. Live appearances - Festival appearances, support slots3. Radio / TV playlisting in place on key stations – Radio 1, Capital,Kiss, Radio 2, Heart, 4Music, MTV, major regional stations Key 103Manchester, City FM Liverpool, Hallam Sheffield etc4. Do your music mag homework – NME, We Love Pop, TOTP magEndorsement5. Tipped in important rising star polls – BBC Sound Of polls, MTVBrand New, BRITs Critics Choice Award. (Previously tipped Adele,Jessie J, Florence & The Machine, Emeli Sande, Ellie Goulding,Conor Maynard)6. Influential endorsements of releases – tune into tastemaker DJsAnnie Mac, Pete Tong, Zane Lowe, even Chris Moyles (Dominick TheDonkey, anyone?)
  41. 41. 41 Predicting a chart smashPredicting a chart smashDigital buzz7. Social media presence – number of Facebook/Twitter fans, YouTubevideo views and rate of growth8. Unusual levels of buzz – Lawson sold out a tour before debut singlerelease, crowd invasions, lyrics known etc9. Shazam Tag Chart – great early indicator of what is catching the ears ofthe UK e.g Wiley’s Heatwave #1 three weeks ahead of releaseTalk to people in the know10. Talk to people who have their finger on the pulse – DJs, bloggers,promoters, music obsessivesDON’T underestimate your own taste and ear for a tuneBUTDO Expect to be caught off-guard from time to time! E.g Alex Day
  42. 42. 42 Predicting a chart smash Case study: Sam & The Womp – Bom Bom
  43. 43. 43 Predicting a chart smashTo ‘WOMP’ or not to ‘WOMP’Why the UK might choose to ‘womp’1. Bright, gimmicky video2. Love it or loathe it, an undeniably infectious earworm of a tune! Catchy brass-adorned bass beats, all the makings of a party smash.3. Soundbed to Olympics coverage4. Sync deal with Southern Comfort TV ad campaign5. Quiet week for new releases6. Major label backing from Warner Bros
  44. 44. 44 Predicting a chart smashCase study: Sam & The Womp – Bom Bom Sam & The Womp’s Official Guide To Womping
  45. 45. 45 Predicting a chart smash
  46. 46. 46
  47. 47. Lauren KreislerLauren@officialcharts.comOfficial Charts Company T +44 (0)20 7620 7450Riverside Building F +44 (0)20 7620 7469County Hall officialcharts.comWestminster Bridge Road SE1 7JA