By identifying the forces at play in the world of music and the behaviors that are driving those forces, one can identify particular patterns that support current trends. By looking forward to what ...
By identifying the forces at play in the world of music and the behaviors that are driving those forces, one can identify particular patterns that support current trends. By looking forward to what the future of music may encompass, this presentation aims to provide Carhartt, with valuable insight that will help the brand as a whole, cater to the future of urban millenials.
THE FUTURE OF MUSICFOR URBAN MILLENIALS By: Curry Aycock & Ashley Deshields Analyzing Trends Fall 2012 Curry Aycock & Ashley Deshields
Through sharing and social media urban millenials can controlwhat band or genre is going to be popular because of technology. H Y P O T H E S I S Analyzing Trends Fall 2012 Curry Aycock & Ashley Deshields
1# Force MUSIC IS EVERYWHERE Analyzing Trends Fall 2012 Curry Aycock & Ashley Deshields
Serendipitous Discoveriesthe experience of discovering what you didn’t know you were looking for.. “Looking for something and being surprised by what you find - even if it’s not what you set out looking for - is one of life’s great pleasures” UNEXPECTED SUPRISE CH AN TURE CE ADVEN THRILL ADVE OPEN MINDED NTUR E EXPERIMENTAL Analyzing Trends Fall 2012 Curry Aycock & Ashley Deshields
Live Music Edwa r shoc d Sh ar pe & ked f The M perfo ans b agne rman y put tic Z ce be ting on a e ro s fore m vivac aking io it “bi us g” From 2000-2012, concert ticket sales in the US tripled from $1.5 billion to $4.6 billion, vastly exceeding the growth of inflation and population growth.Edward connects to his audience, a defining moment. Analyzing Trends Fall 2012 Curry Aycock & Ashley Deshields
These moments are what spark our attention CODE serendipityThere is a thrill in discovering the unknown.Those moments where discovering a sound comesfrom a completley unexpected source. Analyzing Trends Fall 2012 Curry Aycock & Ashley Deshields
2 # Force DEPENDENCE ON MOBILE TECHNOLOGY 37% of adults and 60% of teens admit to being addicted to smartphones.Proof that we are constantly on some device even when we are together.
Meaningful Experiences Mobile technology as a tool to get to a real life experience. But what is considered real today? Analyzing Trends Fall 2012 Curry Aycock & Ashley Deshields
Mobile Music Apps “Oh My R ockn ess” This year, it is said that musicians have planned to increase their overall mobile marketing spending by 40% MOBILE CESS IBILITY UP AND COMING AC OBSCURE INSTANT UPDATE FEATURES RELIABLE NEARBY perfect for the “obsessive show-goer”Crowd=concert junkies Analyzing Trends Fall 2012 Curry Aycock & Ashley Deshields
Experiencing music in action, before your eyes. CODE: physicalityWe are using technology to help us get to a physical musical experience.We are always connected and now, we are connecting in order to get to these experiences. Analyzing Trends Fall 2012 Curry Aycock & Ashley Deshields
3# Force NO PRIVACY Privacy has lost its meaning. Analyzing Trends Fall 2012 Curry Aycock & Ashley Deshields
Personal Cultivation It’s all about virtually curating your personal tastes, which forces you to be highly selective. deciding what music to listen to lets the world know who you are. Our music taste(s) are being exposed because we live in a transparent world. People are carefully defining what their musical taste(s) are. We are all living in a transparent glass box. Analyzing Trends Fall 2012 Curry Aycock & Ashley Deshields
Digital Music Services Virtually showcasing your personal tastes. Tom a haw kCHANNELS CONSUME CREATE PUBLIC SHARE FULFILL STREAMNETWORK MANAGE a musical player that uses a combination of sources to fulfill your musical taste prefrences while also allowing you to access what your network is listening to. ADD/REMOVE 43% report owning fewer than 500 songs. This aligns with the revelation that consumers are spending less on music.
The neverending task of sorting .... CODE: curationWe are constantly collecting our own tastes and prefrences and cultivating a curatedstory about ourselves through our musical collections. Analyzing Trends Fall 2012 Curry Aycock & Ashley Deshields
“Like” “Unlike” OptionExpressing OpinionRating and promoting new music Reviews and ratings drive conversation, boost confidence, clarify uncertainty, and drive success. 71% of millenials continue to share opinions because they feel other consumers value those opinions. Analyzing Trends Fall 2012 Curry Aycock & Ashley Deshields
Urban Media Outlets Criticism, commentary, news, and interviews. Pitc hfor C k.co MUSI mBES T NEW STAFF LISTS NETWOR K RISING TRENDING LATE ST REVIEWS An internet publication devoted to crisism, commentary, reviews, and various other features focused on independent music. COMMENTS OPINION S Analyzing Trends Fall 2012 Curry Aycock & Ashley Deshields
CODE: validity That”empowered feeling” of validationAnalyzing Trends Fall 2012 Curry Aycock & Ashley Deshields
It’s about the sound and the experience of listening. Bringing back the “realness” of music by playing low key shows with minimal promotion, hype, and effort. ollec tive Band : Animal C Bowery E lectric: low key popul ar venueAn engaged crowd that is focused on the moment C U L T U R E
Under the radar music loving culture.Relationships are rebonding our connections to music. Music Festivals are bringing us all together C U L T U R E Analyzing Trends Fall 2012 Curry Aycock & Ashley Deshields
Trend We need to listen to these insightsINSIGHTSCODE serendipity People want to discover and feel discoverable.CODE: physicality People want to know where to go and see where everyone is going to get a real experience.CODE: curation People want to be apart of the music they are listening to. CODE: People want to be confident in what validity they are getting themselves into. Analyzing Trends Fall 2012 Curry Aycock & Ashley Deshields
TrendOPPORTUNITIES Self documentation of personal music experiences with options to share. Capturing what is happening now. Analyzing Trends Fall 2012 Curry Aycock & Ashley Deshields
CARHARTTWORK IN PROGRESS A glimpse of the Carhartt WIP brandAnalyzing Trends Fall 2012 Curry Aycock & Ashley Deshields
Business A C T I V I T YReintroduced and reinterpreted workwear cuts to fit urban environments.-American Made-Functional Clothing-Urban Culture Growth OPPORTUNITY Carhartt WIP shares the same values as Carhartt, but caters to urbanites.Inside a Carhartt WIP retail store Analyzing Trends Fall 2012 Curry Aycock & Ashley Deshields
TrendA C T I O N S-Leverage brand recognition to strengthen Carhartt WIP’s positioning.-Clarify and reinroduce the distict difference between Carhartt and Carhartt WIP-Incorporate local and cultural behaviors into the brand -Connect to the people who want to connect with them Analyzing Trends Fall 2012 Curry Aycock & Ashley Deshields
Trend A C T I O N S Make Carhartt WIP discoverable by those who haven’t discovered them already. Customers want to engage with each other.CODE: serendipity Where are these people hanging out? What physical space brings them together?CODE: physicality Offer a way for customers to differien- tiate themselves from other Carhartt WIP customers.CODE: curation Provide evidence of why Carhartt WIP is the brand to wear due to it’s authentic aesthetics and core values.CODE: validity Analyzing Trends Fall 2012 Curry Aycock & Ashley Deshields
THE FUTURE OF MUSICFOR URBAN MILLENIALS is through sharing and social media. We can control what band or genre is going to be next.. Analyzing Trends Fall 2012 Curry Aycock & Ashley Deshields
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