Finding a Way In: Teens, Music, and You Joseph Wilk [email_address]
Friends Blogs & Messageboards Social Music Radio Online Music Stores Band Sites (Myspace) Concerts/Shows Video Games Parents
 
Digital Music Ecosystem
Digital Music Ecosystem <ul><li>More new music than ever before </li></ul><ul><ul><li>Cheap, high quality recording equipm...
Digital Music Ecosystem <ul><li>CD sales are in an 8 year-long decline </li></ul><ul><ul><li>Down 14-20% each year </li></...
What is an MP3? <ul><li>MPEG-1 Audio Layer 3 </li></ul><ul><li>An encoding  format  for audio information </li></ul><ul><l...
What is an MP3? <ul><li>It’s called “lossy” for a reason… </li></ul>CD Quality (1411.2 kb/s) 128 kb/s MP3
What Is an MP3 <ul><li>Digital Rights Management (DRM) </li></ul><ul><ul><li>technologies embedded in MP3s that restrict t...
MP3s & Copyright <ul><li>Section 109: the “first sale” doctrine </li></ul><ul><ul><li>Superceded by contract law </li></ul...
Shaping Expectations <ul><li>Malleable </li></ul><ul><li>Participatory </li></ul><ul><li>“ Always-on” </li></ul><ul><li>Po...
Social Digital Music <ul><li>Finding new music and sharing with friends </li></ul><ul><li>“Teens bond over music (duh).” <...
Social Digital Music <ul><ul><li>iTunes </li></ul></ul><ul><ul><li>Last.FM </li></ul></ul><ul><ul><li>MOG  </li></ul></ul>...
iTunes  <ul><li>“ The entertainment center of your world.” </li></ul><ul><li>#1 music retailer </li></ul><ul><li>Market sh...
 
iTunes <ul><li>Discovering music </li></ul><ul><ul><li>30 second previews </li></ul></ul><ul><ul><li>Customer reviews </li...
 
 
iTunes <ul><li>Promoting music </li></ul><ul><ul><li>iMix </li></ul></ul><ul><ul><ul><li>widgets that share iTunes playlis...
 
 
<ul><li>“The social music revolution” </li></ul><ul><li>Since 2002, has developed over 15 million active users </li></ul><...
 
<ul><li>Discovering music </li></ul><ul><ul><li>Music page </li></ul></ul><ul><ul><li>Artist pages </li></ul></ul><ul><ul>...
 
 
 
 
 
<ul><li>Promoting music </li></ul><ul><ul><li>Groups </li></ul></ul><ul><ul><li>Scrobbling </li></ul></ul><ul><ul><li>Widg...
 
 
 
<ul><li>“ Myspace for Music Lovers” </li></ul><ul><li>Fully featured music blog </li></ul><ul><ul><li>embeddable music & v...
 
<ul><li>Promoting music </li></ul><ul><ul><li>Mog-o-matic </li></ul></ul><ul><ul><ul><li>Indexes music library </li></ul><...
 
<ul><li>Discovering Music </li></ul><ul><ul><li>Magic Button </li></ul></ul><ul><ul><li>Trusted MOGs </li></ul></ul><ul><u...
 
<ul><li>Online custom playlist/mixtape experience </li></ul><ul><li>Comprehensive music library </li></ul><ul><ul><li>Over...
 
<ul><li>Promoting music </li></ul><ul><ul><li>Create custom playlists </li></ul></ul><ul><ul><li>Embeddable playlist widge...
 
<ul><li>Discovering music </li></ul><ul><ul><li>Related artists </li></ul></ul><ul><ul><li>“ I’m lazy” button </li></ul></...
 
<ul><li>“ Place for social music discovery.” </li></ul><ul><li>Most popular Facebook application </li></ul><ul><ul><li>mor...
<ul><li>Discovering music </li></ul><ul><ul><li>iLike Sidebar </li></ul></ul><ul><ul><ul><li>Shows related songs as you pl...
 
 
<ul><li>Promoting music </li></ul><ul><ul><li>Build teen friends </li></ul></ul><ul><ul><li>“ iLike” artists and songs fro...
 
<ul><li>One of the largest online platforms for music </li></ul><ul><ul><li>5 million bands and artists </li></ul></ul><ul...
 
 
<ul><li>Discovering music </li></ul><ul><ul><li>“ Top artists” </li></ul></ul><ul><ul><li>Searchable artist database </li>...
 
 
 
<ul><li>Promoting music </li></ul><ul><ul><li>Add hot artists and bands as friends </li></ul></ul><ul><ul><li>Bulletins </...
 
 
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Finding a Way In: Teens, Music, and You

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This presentation for the PLCMC Retreat is designed to help librarians get a brief introduction to all the factors shaping teens and music today.

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  • Finding a Way In: Teens, Music, and You

    1. Finding a Way In: Teens, Music, and You Joseph Wilk [email_address]
    2. Friends Blogs & Messageboards Social Music Radio Online Music Stores Band Sites (Myspace) Concerts/Shows Video Games Parents
    3.  
    4. Digital Music Ecosystem
    5. Digital Music Ecosystem <ul><li>More new music than ever before </li></ul><ul><ul><li>Cheap, high quality recording equipment </li></ul></ul><ul><ul><li>Free, low cost and pirated software </li></ul></ul><ul><ul><li>Independent distribution (CDBaby, Tunecore) </li></ul></ul><ul><li>More old music than ever before </li></ul><ul><ul><li>MP3s keep records in print </li></ul></ul><ul><li>Consumption of music increased 6% in 2007 </li></ul><ul><li>Chasing the “long tail” </li></ul><ul><ul><li>In 2000, top 10 albums sold 60 million copies </li></ul></ul><ul><ul><li>In 2006, the top 10 sold 25 million </li></ul></ul>
    6. Digital Music Ecosystem <ul><li>CD sales are in an 8 year-long decline </li></ul><ul><ul><li>Down 14-20% each year </li></ul></ul><ul><ul><li>48% of teens did not buy a CD in 2007 </li></ul></ul><ul><li>MP3 sales are up 54% </li></ul><ul><li>85% of 12-24 year-olds prefer MP3 players over traditional radio </li></ul><ul><li>87% of teens own an MP3 player </li></ul><ul><ul><li>Highest concentrated demographic </li></ul></ul><ul><li>61% of teens download unlicensed music </li></ul>
    7. What is an MP3? <ul><li>MPEG-1 Audio Layer 3 </li></ul><ul><li>An encoding format for audio information </li></ul><ul><li>Lossy compression </li></ul><ul><li>Catch-all term for other encoding technologies that use lossy compression </li></ul><ul><ul><li>Advanced Audio Coding (AAC) </li></ul></ul><ul><ul><li>Windows Media Audio (WMA) </li></ul></ul><ul><li>FLAC (Free Lossless Audio Codec) </li></ul>
    8. What is an MP3? <ul><li>It’s called “lossy” for a reason… </li></ul>CD Quality (1411.2 kb/s) 128 kb/s MP3
    9. What Is an MP3 <ul><li>Digital Rights Management (DRM) </li></ul><ul><ul><li>technologies embedded in MP3s that restrict their use </li></ul></ul>
    10. MP3s & Copyright <ul><li>Section 109: the “first sale” doctrine </li></ul><ul><ul><li>Superceded by contract law </li></ul></ul><ul><li>Digital Millennium Copyright Act (1998) </li></ul><ul><ul><li>Circumventing technical copyright protection measures such as DRM is (with small exception) illegal </li></ul></ul><ul><li>Digital Performance Rights in Sound Recordings Act (1995) </li></ul><ul><ul><li>Gives copyright holders exclusive rights for digital audio transmissions performed “publicly” </li></ul></ul>
    11. Shaping Expectations <ul><li>Malleable </li></ul><ul><li>Participatory </li></ul><ul><li>“ Always-on” </li></ul><ul><li>Portable </li></ul>
    12. Social Digital Music <ul><li>Finding new music and sharing with friends </li></ul><ul><li>“Teens bond over music (duh).” </li></ul>
    13. Social Digital Music <ul><ul><li>iTunes </li></ul></ul><ul><ul><li>Last.FM </li></ul></ul><ul><ul><li>MOG </li></ul></ul><ul><ul><li>Finetune </li></ul></ul><ul><ul><li>iLike </li></ul></ul><ul><ul><li>Myspace </li></ul></ul>
    14. iTunes <ul><li>“ The entertainment center of your world.” </li></ul><ul><li>#1 music retailer </li></ul><ul><li>Market share leader amongst teens </li></ul>
    15.  
    16. iTunes <ul><li>Discovering music </li></ul><ul><ul><li>30 second previews </li></ul></ul><ul><ul><li>Customer reviews </li></ul></ul><ul><ul><li>Album view </li></ul></ul><ul><ul><li>Browsing </li></ul></ul>
    17.  
    18.  
    19. iTunes <ul><li>Promoting music </li></ul><ul><ul><li>iMix </li></ul></ul><ul><ul><ul><li>widgets that share iTunes playlists with the world wide web </li></ul></ul></ul><ul><ul><li>Network streaming </li></ul></ul><ul><ul><ul><li>Five users can connect per day </li></ul></ul></ul><ul><ul><ul><li>“ Sharing” preferences </li></ul></ul></ul>
    20.  
    21.  
    22. <ul><li>“The social music revolution” </li></ul><ul><li>Since 2002, has developed over 15 million active users </li></ul><ul><li>Tracks what you listen to </li></ul><ul><li>Builds a host of personalized recommendations </li></ul><ul><li>Aggregates listening habits </li></ul>
    23.  
    24. <ul><li>Discovering music </li></ul><ul><ul><li>Music page </li></ul></ul><ul><ul><li>Artist pages </li></ul></ul><ul><ul><li>Dashboard </li></ul></ul><ul><ul><li>Scrobbling </li></ul></ul><ul><ul><li>Tags </li></ul></ul>
    25.  
    26.  
    27.  
    28.  
    29.  
    30. <ul><li>Promoting music </li></ul><ul><ul><li>Groups </li></ul></ul><ul><ul><li>Scrobbling </li></ul></ul><ul><ul><li>Widgets </li></ul></ul><ul><ul><ul><li>Personal radio </li></ul></ul></ul><ul><ul><ul><li>Playlist </li></ul></ul></ul><ul><ul><ul><li>Album quilt </li></ul></ul></ul><ul><ul><ul><li>Charts </li></ul></ul></ul>
    31.  
    32.  
    33.  
    34. <ul><li>“ Myspace for Music Lovers” </li></ul><ul><li>Fully featured music blog </li></ul><ul><ul><li>embeddable music & video </li></ul></ul><ul><li>Social network </li></ul><ul><li>Music discovery tool </li></ul><ul><ul><li>driven by user recommendations </li></ul></ul>
    35.  
    36. <ul><li>Promoting music </li></ul><ul><ul><li>Mog-o-matic </li></ul></ul><ul><ul><ul><li>Indexes music library </li></ul></ul></ul><ul><ul><ul><li>Keeps track of the songs you play </li></ul></ul></ul><ul><ul><ul><li>Highlights recently added files </li></ul></ul></ul><ul><ul><li>Blogging </li></ul></ul><ul><ul><ul><li>Not just about music </li></ul></ul></ul><ul><ul><ul><li>Can be accompanied with a video or MP3 “soundtrack” </li></ul></ul></ul><ul><ul><ul><li>Posts indexed on artist pages </li></ul></ul></ul><ul><ul><li>Widgets, RSS </li></ul></ul>
    37.  
    38. <ul><li>Discovering Music </li></ul><ul><ul><li>Magic Button </li></ul></ul><ul><ul><li>Trusted MOGs </li></ul></ul><ul><ul><li>MOGS like Me </li></ul></ul><ul><ul><li>Recommendations page </li></ul></ul><ul><ul><li>Celebrity Moggers </li></ul></ul>
    39.  
    40. <ul><li>Online custom playlist/mixtape experience </li></ul><ul><li>Comprehensive music library </li></ul><ul><ul><li>Over 2 million songs from all the major labels </li></ul></ul><ul><li>Recommendation engine </li></ul><ul><ul><li>Over 7 years of accumulated data, 100 million listener hours, and 13,000 user generated playlists </li></ul></ul>
    41.  
    42. <ul><li>Promoting music </li></ul><ul><ul><li>Create custom playlists </li></ul></ul><ul><ul><li>Embeddable playlist widgets </li></ul></ul><ul><ul><li>Post playlists to Facebook friends </li></ul></ul><ul><ul><li>Integrates with Wii to promote music while gaming! </li></ul></ul>
    43.  
    44. <ul><li>Discovering music </li></ul><ul><ul><li>Related artists </li></ul></ul><ul><ul><li>“ I’m lazy” button </li></ul></ul><ul><ul><li>Professional mixes </li></ul></ul><ul><ul><li>Tag browsing </li></ul></ul>
    45.  
    46. <ul><li>“ Place for social music discovery.” </li></ul><ul><li>Most popular Facebook application </li></ul><ul><ul><li>more than 300,000 active daily users </li></ul></ul><ul><li>Powered by the iLike Sidebar </li></ul><ul><ul><li>plugs into iTunes and Windows Media Player </li></ul></ul>
    47. <ul><li>Discovering music </li></ul><ul><ul><li>iLike Sidebar </li></ul></ul><ul><ul><ul><li>Shows related songs as you play MP3s </li></ul></ul></ul><ul><ul><li>Artist pages </li></ul></ul><ul><ul><ul><li>List of related artists </li></ul></ul></ul><ul><ul><li>“ We use computer algorithms that figure this out using the ‘wisdom of crowds’” </li></ul></ul><ul><ul><ul><li>Not enough users to drive accurate ratings </li></ul></ul></ul>
    48.  
    49.  
    50. <ul><li>Promoting music </li></ul><ul><ul><li>Build teen friends </li></ul></ul><ul><ul><li>“ iLike” artists and songs from your collection </li></ul></ul><ul><ul><ul><li>Shows up on friend pages </li></ul></ul></ul><ul><ul><li>Dedicate through Facebook and other social networks </li></ul></ul><ul><ul><li>iLike Sidebar logs playlists </li></ul></ul>
    51.  
    52. <ul><li>One of the largest online platforms for music </li></ul><ul><ul><li>5 million bands and artists </li></ul></ul><ul><li>Music integrated into profiles </li></ul><ul><ul><li>100+ million users </li></ul></ul>
    53.  
    54.  
    55. <ul><li>Discovering music </li></ul><ul><ul><li>“ Top artists” </li></ul></ul><ul><ul><li>Searchable artist database </li></ul></ul><ul><ul><li>Band profiles show other bands as friends </li></ul></ul>
    56.  
    57.  
    58.  
    59. <ul><li>Promoting music </li></ul><ul><ul><li>Add hot artists and bands as friends </li></ul></ul><ul><ul><li>Bulletins </li></ul></ul><ul><ul><li>Streaming music </li></ul></ul><ul><ul><li>Videos </li></ul></ul><ul><ul><li>Comment in touring band’s profiles </li></ul></ul>
    60.  
    61.  

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