Brad Hill, RAIN – Radio and Internet News: Listening and collecting music in the cloud - the playlist effect on artists and breaking acts
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Brad Hill, RAIN – Radio and Internet News presentation at Music 4.5 Playlists seminar held in New York on 16 November 2015 As the an increasing number of consumers are listening and collecting music in the cloud, pitching to third-party playlist owners is becoming an increasingly important part of the music marketing mix. What is the new consumer behaviour and the “playlist effect” on artists, promo, and for breaking acts?
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Brad Hill, RAIN – Radio and Internet News: Listening and collecting music in the cloud - the playlist effect on artists and breaking acts
- 1. The Playlist Effect Brad Hill RAIN Enterprises November 16, 2015
- 2. The Playlist Effect Demand for audio is growing… SOURCE: Activate B r a d H i l l “There is more audio listening today than ever before.” --Larry Rosin, Edison Research
- 3. The Playlist Effect … it’s non-linear streaming … SOURCE: Triton Digital and RAIN News B r a d H i l l “Streaming won. We’re never going back to ownership.” --Bob Lefsetz
- 4. The Playlist Effect … and it’s mobile SOURCE: Triton Digital B r a d H i l l MOBILE DESKTOP
- 5. The Playlist Effect Supply of audio is overwhelming B r a d H i l l Over 10 interactive music services offer more than 20-million tracks
- 6. The Playlist Effect B r a d H i l l CONTENT CONSUMERS CURATION PLAYLISTS
- 7. HUMAN DATAVS. The Playlist Effect B r a d H i l l
- 8. Money: a hidden influencer B r a d H i l l The Playlist Effect “Playlists are a valuable gateway to music fans.” --Billboard
- 9. “Steering”: Buying the algorithm B r a d H i l l The Playlist Effect Pandora / Merlin licensing deal More play, lower pay (of licensing royalties)
- 10. The Playlist Effect CASE: Lorde B r a d H i l l Lorde’s monthly audience on Spotify is larger than the entire subscriber base of Rhapsody Top discovery playlists for Lorde
- 11. The Playlist Effect CASE: Ron Pope B r a d H i l l 2010-2013: 57-million plays on Spotify $335,000 What would radio pay him for the same exposure? “I’m seeing tangible effects from Spotify every day in my career.” “My fans are able to sing along to songs that are eight years old the same way they sing along to songs that are eight months old.” --Ron Pope
- 12. The Playlist Effect CASE: Mr Probz B r a d H i l l Spotify playlist promotion led to U.S. success of hit song “Wave.” U.S. radio lagged behind three months [source: TuneCore]
- 13. The Playlist Effect CASE: Ryan Farish B r a d H i l l No label; no radio UGC playlists on YouTube drive music sales revenue “New technology allows music that the world would have never heard before.” --Ryan Farish
- 14. All roads lead to the playlist B r a d H i l l The Playlist Effect Music ID apps: Bridge the world to the playlist RADIO TV CONCERT CLUB STREAM
- 15. B r a d H i l l The Play list Gene ration