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15 years of Shazam

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Last week at Ogilvy London, we were joined by Shazam, the ninth most downloaded app of all time – that's 700 million downloads globally!

In this session Shazam touched on its evolution over the last 15 years covering:
– Stories that use music to connect brands and customers
– The platform's technology and data
– The audience and the music they love/ what the audience does with that music
– Trends, moods and insights into the effect music has on people, all over the world!

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15 years of Shazam

  1. 200+ COUNTRIES IN THE WORLD700M+DOWNLOADS SHAZAM IS WHERE THE WORLD DISCOVERS NEW MUSIC 35M+ SONGS IN THE CATALOG 10% OF THE WORLDS DIGTAL MUSIC SALES
  2. SHAZAM IS MUSIC
  3. STRICTLY CONFIDENTIAL © Copyright 2014 Shazam Entertainment Ltd. WORLD CLASS MUSIC RECOGNITION $300 MILLION IN DIGITAL MUSIC SALES IN 2013, ACCOUNTING FOR 7% OF ALL DIGITAL MUSIC SALES WORLDWIDE 400K DOWNLOADS/DAY 600K STREAMS/DAY
  4. SHAZAM CAN PREDICT THE HITS Our charts influence music industry leaders……. “The Shazam charts are very powerful for us now, and in certain cases iTunes and sales charts. The production teams that work on those shows are monitoring audience responses to the tracks they play. Radio 1 drives an incredible reaction on Shazam. If there's a track that we've played that’s gonna resonate at scale, we usually see that on Shazam the following day.” George Ergatoudis, Head Of Music, BBC Radio 1
  5. SHAZAM’S REACH IS HIGHER THAN MANY SOCIAL NETWORKS
  6. Fetty Wap was first Shazamed in June 2014, six months before opening a Facebook profile Shazam is often ahead of Radio and Sales SHAZAM DATA CAN HELP DISCOVER NEW ARTISTS EARLY
  7. Follow-on indicators corroborate our prediction that DeJ Loaf is set to be massive in 2015: ● Currently her hit single ‘Try Me’, uploaded 3 months after the initial spike in Shazam data, has been viewed 9m times on YouTube. ● Her tracks have been streamed 10m times on Spotify ● She has been Shazamed by 1.5m unique users. DEJ LOAF
  8. DeJ Loaf began gaining traction in her hometown of Detroit in August 2014. The trend, set by tastemakers in Detroit, was amplified by similar music enthusiasts in the larger markets of NY, LA and Houston from October. She went on to rise to no. 1 in the NY Shazam chart - a huge indicator that she would go on to break through as a mainstream artist. IN DEPTH: DEJ LOAF
  9. EMERGING ARTISTS
  10. Galantis CASE STUDY
  11. Shazam classifies trending artists in three categories ● WATCH: early signs of growth potential ● TRENDING: strong trend, sustained growth ● HOT: flying through the charts Enters Watch list SHAZAM FIRST DETECTS POTENTIAL FOR GALANTIS IN OCTOBER 2013 CASE STUDY: GALANTIS Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13
  12. Enters Watch list Enters Trending list Shazam classifies trending artists in three categories ● WATCH: early signs of growth potential ● TRENDING: strong trend, sustained growth ● HOT: flying through the charts ONE YEAR LATER, GALANTIS PICKS UP AND SHOWS FAST GROWTH CASE STUDY: GALANTIS
  13. Enters Watch list Enters Trending list Enters Hot list Shazam classifies trending artists in three categories ● WATCH: early signs of growth potential ● TRENDING: strong trend, sustained growth ● HOT: flying through the charts IN DECEMBER 2014, GALANTIS IS ON FIRE CASE STUDY: GALANTIS
  14. Shazam recognized Galantis’ potential 17 months before his peak within Shazam, and 20 months before his peak in the Billboard Dance chart CASE STUDY: GALANTIS Watch list on 10/13 Trending list on 11/14 Hot list on 12/14 Peak on 3/15 ● Galantis peaks in Shazam in March 2015 ● Peaks in Billboard Dance chart in June 2015
  15. BIG POP HITS TEND TO BE THE SAME ALL OVER, MOSTLY BECAUSE OF RADIO Major Lazer is in the top 3 tracks on Shazam in 4 out of 5 continents Major Lazer is in the top 10 tracks on Shazam in 70% of the top 50 US cities
  16. TRENDING LOCALLYPOPULAR IN LONDON 1. Major Lazer Lean On 2. OMI Cheerleader 3. Lost Frequencies Are You with Me 1. Grace You Don’t Own Me 2. Mechanical Bride Umbrella 3. Donaeo Mami No Like Shazam has developed unique, hyperlocal charts that highlight what is truly unique about a city’s musical scene SHAZAM HAS DEVELOPED LOCAL CHARTS THAT CAPTURE WHAT IS UNIQUE ABOUT A CITY’S MUSICAL SCENE
  17. TRENDING IN OAKLANDTRENDING IN BERKELEY 1. Zedd Beautiful Now 2. Galantis Runaway (U & I) 3. D.R.A.M. Cha Cha 1. La Poderosa Banda San Juan Disculpa Corazón 2. Banda Rancho Viejo Mil Veces Te Quiero 3. Fetty Wap 679 Berkeley, CA and Oakland, CA share all popular songs, but their musical differences are apparent when looking closer SHAZAM’S HYPERLOCAL CHARTS DIFFERENTIATE BETWEEN NEARBY LOCATIONS & REFLECT LOCAL CULTURE
  18. 21© 2014 Shazam Entertainment “Obviously music syncs have become uber- important over the last decade but now the overall sound of a brand – music, mnemonics, sound design and sonic signatures should become just as vital to the brand’s messaging via the second screen.” - Josh Rabinowitz, Director of music at Grey New York (WPP) x
  19. SHAZAMING DRIVEN BY TV ADS Music used in TV commercials capture Shazam users attention, prompting them to Shazam organically… “Rather Be” Clean Bandit 120K SHAZAMS “Real Love” Tom Odell 186K SHAZAMS “You’re The One That I want” Lo-Fang 71K SHAZAMS “Diamonds” Josef Salvat 60K SHAZAMS “This Head I Hold” Electric Guest 42K SHAZAMS “Buys Earnin” Jungle 42K SHAZAMS “it’s you” Emma Louise 38K SHAZAMS “I Want To Know What Love Is” Foreigner 35K SHAZAMS “I Am The Best” 2NE1 51K SHAZAMS “How You Like Me Now” The Heavy 24K SHAZAMS © 2014 Shazam Entertainment | Source: Internal data, Q4 2014
  20. 0 500 1000 1500 2000 2500 3000 3500 4000 8/18/14 8/19/14 8/20/14 8/21/14 8/22/14 8/23/14 8/24/14 8/25/14 8/26/14 8/27/14 8/28/14 8/29/14 8/30/14 8/31/14 9/1/14 9/2/14 9/3/14 9/4/14 9/5/14 9/6/14 9/7/14 9/8/14 9/9/14 9/10/14 9/11/14 9/12/14 9/13/14 9/14/14 9/15/14 9/16/14 9/17/14 9/18/14 9/19/14 9/20/14 9/21/14 9/22/14 9/23/14 9/24/14 9/25/14 9/26/14 9/27/14 9/28/14 9/29/14 9/30/14 SHAZAM RESULTS DRIVEN BY TV ADS M&S used Clean Bandits track “Rather Be” in their television initiative in 2014. Without a call-to-action on screen, music directly influenced a response from our users to Shazam the commercial organically. Clean Bandit Shazams before inclusion in M&S commercial M&S Commercial launches Shazaming continues beyond launch of commercial
  21. OWN, EXTEND, EXPLOIT
  22. OWN THE SOUND OF YOUR BRAND WITH SHAZAM
  23. SHAZAM USER SONIC PROFILE JUST LIKE A FINGERPRINT WE CAN IDENTIFY AND TARGET UNIQUE SHAZAM USERS. THIS USER IS A HUGE ED SHEERAN FAN OPENING UP TO MUSIC GENRES CAN CREATE MAXIMUM REACH AND EXPOSURE ACROSS THE MOST SHAZAM’ED ARTISTS AS A WHOLE GIVING YOUR CAMPAIGN OPTIMUM VISABILITY ED SHEERAN IS SHAZAM’ED BY MILLIONS OF UNIQUE USERS. THIS WOULD MEAN ANY BRAND ADVERTISING PLACED ON THIS ARTIST WILL HUGE REACH BUT WE DON’T HAVE TO STOP THERE… 1 2 3
  24. EXPLOIT THE SOUNDAROUND YOU THROUGH SHAZAM
  25. DEVELOPMENTS 2015
  26. Places and objects will soon become Shazamable, which means that brands can deliver engaging experiences to consumers nearly anywhere. 30 BEACONS
  27. REPORTING
  28. THANK YOU
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Last week at Ogilvy London, we were joined by Shazam, the ninth most downloaded app of all time – that's 700 million downloads globally! In this session Shazam touched on its evolution over the last 15 years covering: – Stories that use music to connect brands and customers – The platform's technology and data – The audience and the music they love/ what the audience does with that music – Trends, moods and insights into the effect music has on people, all over the world!

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