We know a lot about the Pinoy music lovers. Their lives will never be as colourful without it. But let us pick up some interesting fact at an instant.
Look at the people walking down the streets. Something’s pretty obvious!
Will the individualization in music consumption cause radios’ demise?
We mix records with the best system but consumers don’t give a damn.
If we put a premium to our drinking water, we might do so in satisfying our souls.
If your fan’s intention is to create a bandwagon, why should you stop it?
How can buying music be as easy as buying albums as it used to?
There some items here that applies here in the Philippines.
CDs are the best mementos though people may have bought it, some may not listen to its content anymore.
The thing is, full movies are now on youtube!
If it’s viral, it’s a hit!
The Mint methods of education equip students with applied industry best practices by exposing students to professional work as early as their first year in college.
We do not give a damn to the goings on in our industry. What would have happened if any of the major lables bought Naspter in its beginnings?
Our attitude remains, we are artists, we set the trends!
The pinoy music consumer today
The Pinoy Music
Jong AzoresJong Azores
Academic CoordinatorAcademic Coordinator
Meridian International CollegeMeridian International College
Delivered at the Electronic MusicDelivered at the Electronic Music
Conference & Audio ExpoConference & Audio Expo
July 5, 2012July 5, 2012
SMX Convention CenterSMX Convention Center
SM Aura, Global City, TaguigSM Aura, Global City, Taguig
Evolving Trends Fashioned by
Pinoy Music Consumers (PMC)
The Philippine music industry continues to
please its audience and in a way, the various
music businesses earn decent profit.
Pinoys enjoy listening to music whether OPM
or foreign, not just English songs but also
Japanese and now Korean pop
As recorded music becomes promotional
items, live concerts becomes musicians and
recording artists best source of income
Listeners are more mobile in privacy
absorbing music personally
world's top 10 music downloader
Musicmetric Digital Music Index (DMI), "the most
in-depth study ever of the global digital music
landscape," lists the Philippines the world's 10th most
active digital music consumer in its September 2012
edition, with 8,380,208 downloads (includes both legit
The United States tops the list with 96,681,133
downloads, trailed by the United Kingdom, Italy,
Canada, Brazil, Australia, Spain, India, France and the
"The aim is to help the industry understand who
and where the fans are, which types of artist fans are
engaging with the most and how fans interact with
music through the many online consumption channels.“
PCM is world class digital consumer!
Speakers to Headphones
When walkman was the dominant
mobile player, people still opt
listening to their stereos loud
enough to share with everyone
Today’s music lovers stays
clasped by headphones listening
from their phone media players.
Music enjoyment has become very
private and truly underground.
Radio to Personal Playlist
Some listeners found their
liberty creating their own
playlist! Limited by memory
storage, they are able to
select songs and sequence
them at will.
These people are at bliss,
liberated from the mercy of
radio format, dictates, and
Crispy to Compressed Sound
While listening to music remains in
stereo, the quality of preferred sound
has diminished. Mp3 as a compressed
format loses the rich, hi-fidelity, and
character of full audio perspective
from vinyl records, tapes, and CDs.
As music became sound files,
listeners willingly go for the degraded
quality to save on memory storage.
Music piracy Is No Longer A Profitable Business
Suddenly, the PMC is no longer attracted to street
peddlers’ offering music in CD. The configuration
has become obsolete by torrent, peer sharing, &
bluetooth. Why spend the hard earned Peso when
music can be had for FREE!
Music may, as Gerd Leonhard say, become “like
Media Player Displaced CD Player
The Compact Disc "Big Bang", in the digital audio
world as a configuration lorded the industry for a
short time. The first successful CD to be launched
was Brothers in Arms in 1985.
Now, CD is not even the preferred data storage.
Media players do not skip; keeping CDs
needs much care; Media players are
easier to manipulate than the hardware
dependent CD players.
Most cell phones have media players.
Buying downloads is a moral issue. Even if it’s
wrong to download music, PMC like their local
politicians do not heed this issue for they know they
can easily get away from it.
Baby A. Gil of The Philippine Star writes: Gary
Granada songs are not really downloadable for free.
He is simply charging you zero pesos.
Peer sharing existed even before the internet: A friend
records a tape copy from an LP to cassette and shares
it to others. It has just become simpler now at very
large scale. Actually the notion of peer-to-peer sharing
in the internet is a miscalculation. The sharing between
or among the people in the internet are not peers at all.
Music files are quickly shared via bluetooth.
An enthusiastic fan will never realize
the mistake of sharing or giving
away his idol’s music.
It’s not easy going legal
Price may not always be the issue. The
manner of payment discourages paid
oClick Music: prepaid vendors
oMyMusicStore Philippines: SMART mobile
number, Paypal, Credit Cards
oOpm2go: SMART mobile number, Pre-paid
cards, Paypal, Credit Cards
New Music Sources
In the USA…
FM radio in Metro Manila has remained
traditional! Even current-pop stations playlists
are dominated by hit-backs.
As Record companies revenues are no longer
record sale dependent, samplers or promotional
singles to stations has become rare or non-
Radio used to make the “hits”; now, it follows
the audiences’ impulses: Pusong Bato has long
been an underground hit became viral, radio
picked it up. http://en.wikipedia.org/wiki/Pusong_Bato
TV & Movie
Television & films as new music source is an
art requiring creativity and sensibility. The
impact of a scene and synched music turns
out to be an unforgettable experience. The
audience wanting more of that scenario are
willing to pay to relive that experience. ABS-
CBN and Star Cinema has developed this art
persisting income from CD sales.
Word of mouth
Fan pressure influence others to like a
musical artist or song. Their
testimonies and behaviour define the
norm of a generation and their music
serve as their anthem.
Internet Video & Streaming
Youtube was designed not as a
music service but music is its
number one content globally.
People have cleverly appropriated
technology to meet their music
The global conversation that takes place
around events and the experiences people
share based on what people watch teaches
about consumer preferences. More
importantly, their activity influences
behaviour which counts for everything…
Survival in the new landscape
The disruption in the record business has
dethroned lawyers and accountants. The
new music business landscape calls for a
creative direction to revive the once vibrant
trade. A new formula to regulate a system
disturbed by technology must be developed.
Artists weather new or established are
levelled in terms of digital distribution and
marketing however, making decent profit
form their recordings are still ambiguous.
Professionalize the music industry, further
Professionalism means higher standards of
presentation and communication, as well as greater
attention to business and marketing strategy. It
seems like the best business practices remain
effective and efficient to meet the disruptions in this
music world until its rules are finally set for
consumers to abide with.
Being "professional" not only means being punctual,
communicating accordingly, and dressing
appropriately but at this point seeking the needed
education and training to be able to understand
these new realities as a new order is in place.
The music industry chain
The record industry is just a part of the
music business. Its fallen state brings about
new and better opportunities.
The PMC who forms part of the industry are
musicians (mobile & transnational), the
manufacturers of music instruments, music
educators (performance, promotion,
production, etc.), … PCMs are:
us, we ourselves!us, we ourselves!
Observe, Measure, Learn!
We all see the realities of our industry and
are still happy to be engaged in it for life.
Learning from these realities will lead us to
understand and eventually conduct our
We have to translate PMCs’ activities into
insights, turn these insights into actionable
strategies and programs, then maybe a
better music industry would improve.
I'm not going to conform to
some consumer need.
Billie Joe Armstrong