THE ACCESS
GENERATION!
HOW MEDIA CONSUMPTION IS
CHANGING THE WAY WE USE AND
THINK ABOUT CONTENT IN OUR
LIVES
LISTEN.COM (1999)!
RHAPSODY THROUGH THE YEARS!
RHAPSODY “PORTABLE” MUSIC

CIRCA 2006!
+
MOBILE DEVICES + !
UNLIMITED CONTENT = !
EXPLOSION OF
MEDIA
CONSUMPTION !
SMARTPHONE SATISFACTION
JP POWER & ASSOCIATES, SEPT 2012
1 BILLION ACTIVE SMARTPHONES!
WORLDWIDE SMARTPHONE SALES!
FLAT WORLD 2.0
CONNECTIVITY +
MOBILE + CLOUD =
WORLDWIDE
COMPETITION!
2011TRANSACTION &
PERFORMANCE
TOTALS
Overall Albums 331,000,000
CD
Digital Albums
Vinyl Albums
Other Albums
Digital Tracks...
•  Have always-connected devices
combined with unlimited access changed
how we listen? "
•  Has it changed the importance ...
SOUNDING BOARD
LISTENING BEHAVIOR!
IN THE PAST 18 MONTHS:!
-LISTENED TO MUSIC CLASSIFIED IN ALL 20
TOP LEVEL GENRES!
-AVER...
KEY RHAPSODY METRICS
PLAYS PER USER
KEY RHAPSODY METRICS
DAYS OF PLAY
ETHNOGRAPHIC STUDY!
STUDIED 36 DIGITAL MUSIC LISTENERS
OVER A PERIOD OF SIX WEEKS!
THREE PHASES!
•  DIARY STUDY OF PEOPLE’...
SHARING BEFORE!
SHARING TODAY!
2011TRANSACTION &
PERFORMANCE
TOTALS
Overall Albums 331,000,000
CD
Digital Albums
Vinyl Albums
Other Albums
Digital Tracks...
IS VARIETY THE NEW MUSIC
IDENTITY?!
HUGE CATALOGS OF MUSIC + !
ALWAYS AVAILABLE PERSONAL
DEVICES +!
EASY PERSONAL AND BROA...
“I HAVE A
THEORY ALL
THE GENRES
IN MUSIC ARE
COAGULATING
INTO ONE BIG
MONOGENRE”!
-KYLE CORONEOS!
SAVING COUNTRY MUSIC IN ...
GENRE COAGULATORS !
GENRE BENDING LAST GENERATION!
AEROSMITH AND RUN DMC! CHRIS GAINES!
COLLECTIONS BEFORE!
COLLECTIONS TODAY!
ACCESS TO CATALOG CREATES 

LISTENING ISSUES !
•  CURATION FOR CUSTOMERS
MORE IMPORTANT THAN EVER!
•  UNLIMITED MUSIC = SH...
“Music technology in
some ways appears to
have been on a trajectory
in which the end result is
that it will destroy and
de...
The Access Generation
The Access Generation
The Access Generation
The Access Generation
The Access Generation
The Access Generation
The Access Generation
The Access Generation
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The Access Generation

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How media consumption is changing the way we use and think about content in our lives.

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The Access Generation

  1. 1. THE ACCESS GENERATION! HOW MEDIA CONSUMPTION IS CHANGING THE WAY WE USE AND THINK ABOUT CONTENT IN OUR LIVES
  2. 2. LISTEN.COM (1999)!
  3. 3. RHAPSODY THROUGH THE YEARS!
  4. 4. RHAPSODY “PORTABLE” MUSIC
 CIRCA 2006! +
  5. 5. MOBILE DEVICES + ! UNLIMITED CONTENT = ! EXPLOSION OF MEDIA CONSUMPTION !
  6. 6. SMARTPHONE SATISFACTION JP POWER & ASSOCIATES, SEPT 2012
  7. 7. 1 BILLION ACTIVE SMARTPHONES! WORLDWIDE SMARTPHONE SALES!
  8. 8. FLAT WORLD 2.0 CONNECTIVITY + MOBILE + CLOUD = WORLDWIDE COMPETITION!
  9. 9. 2011TRANSACTION & PERFORMANCE TOTALS Overall Albums 331,000,000 CD Digital Albums Vinyl Albums Other Albums Digital Tracks 1,271,000,000 Streaming 21,000,000,000 Airplay Radio Spins Radio Audience TV Video Spins 158,000,000 842,000,000,000 753,000 Nielsen will capture more than 30 BILLION Streams & Transactions in 2012 Sales through 1/3/2011-1/1/2012 (52 Weeks). Streams include: Yahoo!, AOL, Napster, Rhapsody, Slacker, MediaNet, Guvera, Thumbplay, Vevo, Akoo, and others. Airplay inlcude: US Terrestrial, Satellite, and TV Video. Slide format stolen directly from Jay Frank’s awesome Breakthrough Trends in the Music Industry New Music Seminar preso, which you can read here. 227,000,000 103,000,000 2,900,000 81,000
  10. 10. •  Have always-connected devices combined with unlimited access changed how we listen? " •  Has it changed the importance of music in our lives? " •  Do we relate to music and artists who create it differently? " •  And have these changes made artists rethink about the way they make music and relate to fans? " TODAY’S QUESTIONS!
  11. 11. SOUNDING BOARD LISTENING BEHAVIOR! IN THE PAST 18 MONTHS:! -LISTENED TO MUSIC CLASSIFIED IN ALL 20 TOP LEVEL GENRES! -AVERAGED LISTENING TO MUSIC CLASSIFIED IN 151 DISTINCT SUB-GENRES! -SAMPLE LIKE CRAZY TO SEE IF THEY LIKE A SONG OR STYLE ! -AVERAGE OVER 500 DISTINCT TRACKS! -LARGE PORTION OF CUSTOMERS AVERAGE OVER 1800 DISTINCT TRACKS! !
  12. 12. KEY RHAPSODY METRICS PLAYS PER USER
  13. 13. KEY RHAPSODY METRICS DAYS OF PLAY
  14. 14. ETHNOGRAPHIC STUDY! STUDIED 36 DIGITAL MUSIC LISTENERS OVER A PERIOD OF SIX WEEKS! THREE PHASES! •  DIARY STUDY OF PEOPLE’S LISTENING HABITS! •  ONE ON ONE INTERVIEWS IN SUBJECT’S HOMES! •  GROUP GATHERINGS TO TALK ABOUT MUSIC’S ROLE IN THEIR LIVES! CONDUCTED BY STORYLINE RESEARCH AND PRODUCTIONS!
  15. 15. SHARING BEFORE!
  16. 16. SHARING TODAY!
  17. 17. 2011TRANSACTION & PERFORMANCE TOTALS Overall Albums 331,000,000 CD Digital Albums Vinyl Albums Other Albums Digital Tracks 1,271,000,000 Streaming 21,000,000,000 Airplay Radio Spins Radio Audience TV Video Spins 158,000,000 842,000,000,000 753,000 Nielsen will capture more than 30 BILLION Streams & Transactions in 2012 Sales through 1/3/2011-1/1/2012 (52 Weeks). Streams include: Yahoo!, AOL, Napster, Rhapsody, Slacker, MediaNet, Guvera, Thumbplay, Vevo, Akoo, and others. Airplay inlcude: US Terrestrial, Satellite, and TV Video. Slide format stolen directly from Jay Frank’s awesome Breakthrough Trends in the Music Industry New Music Seminar preso, which you can read here. 227,000,000 103,000,000 2,900,000 81,000
  18. 18. IS VARIETY THE NEW MUSIC IDENTITY?! HUGE CATALOGS OF MUSIC + ! ALWAYS AVAILABLE PERSONAL DEVICES +! EASY PERSONAL AND BROADCAST SHARING =! MASSIVELY INCREASED ECLECTIC LISTENING!
  19. 19. “I HAVE A THEORY ALL THE GENRES IN MUSIC ARE COAGULATING INTO ONE BIG MONOGENRE”! -KYLE CORONEOS! SAVING COUNTRY MUSIC IN THE NY TIMES! ! ! HOT 100
  20. 20. GENRE COAGULATORS !
  21. 21. GENRE BENDING LAST GENERATION! AEROSMITH AND RUN DMC! CHRIS GAINES!
  22. 22. COLLECTIONS BEFORE!
  23. 23. COLLECTIONS TODAY!
  24. 24. ACCESS TO CATALOG CREATES 
 LISTENING ISSUES ! •  CURATION FOR CUSTOMERS MORE IMPORTANT THAN EVER! •  UNLIMITED MUSIC = SHORTER SHELF LIFE! •  MOVING ON TO THE NEXT THING QUICKER THAN EVER! •  CHARTS AND POPULARITY MORE FLUID?!
  25. 25. “Music technology in some ways appears to have been on a trajectory in which the end result is that it will destroy and devalue itself…. The technology is useful and convenient, but it has, in the end, reduced its own value and increased the value of the things it has never been able [to] capture or reproduce.” !

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