The Future Of Music

THE FUTURE OF MUSIC
FOR URBAN MILLENIALS
By: Curry Aycock & Ashley Deshields

Analyzing Trends Fall 2012 Curry Aycock & Ashley Deshields

Through sharing and social media urban millenials can control
what band or genre is going to be popular because of technology.

H Y P O T H E S I S

1
# Force
MUSIC IS
EVERYWHERE


Serendipitous Discoveries

the experience of discovering what you didn’t know you were looking for..

“Looking for something and being surprised by what you find - even
if it’s not what you set out looking for - is one of life’s great pleasures”

UNEXPECTED SUPRISE CH
AN
TURE CE
ADVEN THRILL
ADVE
OPEN MINDED NTUR
E
EXPERIMENTAL

Live Music Edwa
r
shoc
d Sh
ar
pe &
ked f The M
perfo ans b agne
rman y put tic Z
ce be ting on a e ro s
fore m vivac
aking io
it “bi us
g”

From 2000-2012, concert ticket sales in the US tripled from $1.5 billion to
$4.6 billion, vastly exceeding the growth of inflation and population growth.

Edward connects to his audience, a defining moment.

These moments are what spark our attention

CODE serendipity

There is a thrill in discovering the unknown.

Those moments where discovering a sound comes
from a completley unexpected source.


2
#
Force
DEPENDENCE ON
MOBILE TECHNOLOGY

37% of adults and 60% of teens admit to being addicted to smartphones.

Proof that we are constantly on some device even when we are together.

Meaningful Experiences

Mobile technology as a tool to get to a real life experience.
But what is considered real today?


Mobile Music Apps “Oh
My R
ockn
ess”

This year, it is said that musicians have planned to
increase their overall mobile marketing spending
by 40%

MOBILE

CESS IBILITY UP AND COMING
AC
OBSCURE INSTANT UPDATE

FEATURES
RELIABLE
NEARBY perfect for the “obsessive show-goer”
Crowd=concert junkies

Experiencing music in action, before your eyes.

CODE: physicality

We are using technology to help us get to a physical musical experience.

We are always connected and now, we are connecting in order to get to these experiences.


3
#
Force
NO PRIVACY

Privacy has lost its meaning.


Personal Cultivation

It’s all about virtually curating your personal tastes,
which forces you to be highly selective.
deciding what music to listen to lets the world know who you are.

Our music taste(s) are being exposed because we live
in a transparent world. People are carefully defining
what their musical taste(s) are.

We are all living in a transparent glass box.


Digital Music Services
Virtually showcasing your personal tastes.
Tom
a haw
k

CHANNELS CONSUME
CREATE
PUBLIC
SHARE
FULFILL
STREAM

NETWORK MANAGE a musical player that uses a combination of sources to fulfill your
musical taste prefrences while also allowing you to access what
your network is listening to.
ADD/REMOVE
43% report owning fewer than 500 songs. This aligns with the
revelation that consumers are spending less on music.

The neverending task of sorting ....

CODE: curation

We are constantly collecting our own tastes and prefrences and cultivating a curated
story about ourselves through our musical collections.

4 Force
#

OPINIONS
DRIVE CHOICES

Opinions determine our destinations


“Like” “Unlike” Option

Expressing Opinion
Rating and promoting new music

Reviews and ratings drive conversation, boost confidence, clarify uncertainty, and drive success.

71% of millenials continue to share
opinions because they feel other
consumers value those opinions.


Urban Media Outlets
Criticism, commentary, news, and interviews.

Pitc
hfor
C k.co
MUSI m
BES T NEW
STAFF LISTS
NETWOR
K

RISING
TRENDING

LATE
ST REVIEWS
An internet publication devoted to crisism, commentary, reviews,
and various other features focused on independent music.
COMMENTS OPINION
S


CODE: validity

That”empowered feeling” of validation


It’s about the sound and the experience of listening.
Bringing back the “realness” of music by playing low key shows with minimal
promotion, hype, and effort.

ollec tive
Band : Animal C

Bowery E
lectric: low
key popul
ar venue
An engaged crowd that is focused on the moment

C U L T U R E

Under the radar music loving culture.
Relationships are rebonding our connections to music.

Music Festivals are bringing us all together

C U L T U R E


Trend We need to listen to these insights

INSIGHTS

CODE serendipity People want to discover and feel
discoverable.

CODE: physicality
People want to know where to go and
see where everyone is going to get a
real experience.

CODE: curation
People want to be apart of the
music they are listening to.

CODE:
People want to be confident in what
validity they are getting themselves into.

Trend
OPPORTUNITIES

Self documentation of personal music experiences with options to share.

Capturing what is happening now.


CARHARTT
WORK IN PROGRESS

A glimpse of the Carhartt WIP brand


Business
A C T I V I T Y

Reintroduced and reinterpreted workwear cuts to fit urban environments.
-American Made
-Functional Clothing
-Urban Culture

Growth
OPPORTUNITY

Carhartt WIP shares the same values as Carhartt, but caters to urbanites.

Inside a Carhartt WIP retail store Analyzing Trends Fall 2012 Curry Aycock & Ashley Deshields

Trend
A C T I O N S

-Leverage brand recognition to strengthen Carhartt WIP’s positioning.

-Clarify and reinroduce the distict difference between Carhartt and Carhartt WIP

-Incorporate local and cultural behaviors into the brand
-Connect to the people who want to connect with them


Trend
A C T I O N S
Make Carhartt WIP discoverable by those who
haven’t discovered them already.

Customers want to engage with each other.

CODE: serendipity
Where are these people hanging out? What
physical space brings them together?

CODE: physicality
Offer a way for customers to differien-
tiate themselves from other Carhartt
WIP customers.

CODE: curation
Provide evidence of why Carhartt WIP is the brand to wear
due to it’s authentic aesthetics and core values.
CODE: validity

THE FUTURE OF MUSIC
FOR URBAN MILLENIALS
is through sharing and social media.
We can control what band or genre is going to be
next..


The Future Of Music

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