The music industry is changing a lot. It has to. Innovation, behaviour, insights, quality... And millennials are mostly responsible for that. Presentation being part of the Project 1001 - the conclusions after listening to all the albums from '1001 albums to hear before you die'

1. MUSIC INSPIRING MILLENIALS
WHY MILLENNIALS LISTEN
TO CRAP MUSIC?

2. MY OWN EXPERIMENT
1001 ALBUMS YOU MUST HEAR BEFORE…
• 1001 Albums
• 10 months of active listening
• An average of 100 albums per month
• More than 3 albums per day (thank you )
• Listening even the albums I knew (most of them)
After working on the relationship between great
music and business, I wanted to explore some
other topics related to music and people.

3. A SIMPLE OBSERVATION
WHAT THE HELL HAPPENED?
#1 in US billboard
‘Best Album of All time’ for Rolling Stone and others
A total new way to approach Pop Music
#1 in US billboard
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4. GETTING CLOSE TO A RECIPE
MUSIC AND ITS EVOLUTION

5. MUSIC EVOLUTION
MUSIC CONTENT IS LOSING QUALITY
Harmonic Complexity LoudnessTimbral Diversity
Most of the harmonies are quite the
same over the years, with the same
association of the same chords.
And the most famous trick from the
new songs since couple of years was
called by the blogger Patrick Metzger
who defined ‘the Millenial
Whoop’ (see video)
Timbre defines the texture and the depth
of the music. Needless to say it dropped
dramatically. The peak of timbre quality
was in the 60’s and then never stopped
going down through the years.
Compression made each track
sounds louder to attract better the
listeners. Though, this compression is
a problem for the quality of the music
which makes the overall recording
qualities sound much worse.
The radio use very well this trick to
make people stay tuned.
Source - Spanish National Research Council, 2012

6. MUSIC EVOLUTION
WITH THE SAME PRODUCERS BEHIND THE HITS
Max Martin
Lukasz Gottwald
Aka Dr Luke

7. MUSIC EVOLUTION
WITH THE SAME PRODUCERS BEHIND THE HITS
‘Baby One more Time’ -
Britney Spears
‘It’s my Life’ - Bon Jovi
‘U + Ur hand’ - Pink
‘Alone’ - Avril Lavigne
‘Generation’ - Simple Plan
‘California Gurls’ and ‘Roar’ -
Katy Perry
‘I Kissed a Girl ‘ - Katy Perry
‘Girlfriend’ - Avril Lavigne
‘Circus’ - Britney Spears
‘Tik Tok’ - Kesha
‘Party in the USA’ - Miley Cyrus
‘Who Knew’ - Pink

8. HOW MILLENNIALS CONSUME MUSIC ?
MUSIC - A UNIQUE CONTENT

9. THE 7 ATTRIBUTES HOW MILLENNIALS CONSUME MUSIC
ZERO DISTANCING
Artists are expected to be constantly accessible, especially on
social media, offering unique and intimate moments to their
fans. Not much linked to the quality of their music, it’s all about
their proximity with the people.
Millennials crave intimate glimpses into the mundane daily
activities of their favorite celebrities.
- More than 3/4 of millennials say they feel a stronger connection
to musicians who are open about who they are.
- 53% say the more an artist shares online about themselves, the
closer they feel to them.
- 91% say it’s OK if an artist has some flaws – it makes them human
and likeable.
Source - ‘Music to the M Power’ - MTV

10. THE 7 ATTRIBUTES HOW MILLENNIALS CONSUME MUSIC
CRAVING FOR CO-CREATION
“A fan-artist symbiosis has emerged, with the two
working together on social media as one another’s
branding machines.” It’s clear that millennials, desiring to
be part of the creative outputs, are looking for simpler
and more impactful content that they can have an
influence on
- 1 in 4 millennials has made a parody.
- 64% relish the role of ‘tastemaker’ for friends.
- 58% say that feedback and connectivity are huge
motivators for posting and sharing music.
Source - ‘Music to the M Power’ - MTV

11. THE 7 ATTRIBUTES HOW MILLENNIALS CONSUME MUSIC
FED DAILY, FED DIFFERENTLY.
You have to obey the rules of now-established social
networking platforms. But also, you have to give the
followers something new everyday that they can
enjoy and consume without getting bored
Facebook is the most “formal and official outlet” for
tour updates and information.
Twitter offers a “blow-by-blow feed,” and highlights
interactions with other celebrities.
Instagram provides a direct line into their literal
world-view, like “seeing the world through their
eyes.”
Tumblr is the more intimate glimpse into an artist’s
psyche/spirit.
Source - ‘Music to the M Power’ - MTV

12. THE 7 ATTRIBUTES HOW MILLENNIALS CONSUME MUSIC
IF THEY DON’T BUY YOUR STUFF, DON’T TAKE IT PERSONALLY.
Fans, especially younger fans, have an expectation
of free. In fact, many younger listeners have never
been forced to pay for music in their lives (streaming
platforms, Kazaa and others; furthermore, many
believe music should be free on principle).
In that context, if they’re buying your stuff, they’re
generally regarding it as a major gesture. Indeed,
68 percent of millennials interviewed by MTV said
they only buy music out of respect for the artist, and
they believe music should be free.
Just 1/4 had purchased music in the last week; 30
percent in the last month (all of which actually
sounds pretty high).
Source - ‘Music to the M Power’ - MTV

13. THE 7 ATTRIBUTES HOW MILLENNIALS CONSUME MUSIC
MUSIC IS ON A SHUFFLE
Social media has made it easier for millennial music
fans to be exposed to different music genres.
They are savvy at using different tools, apps, sites
and Wikis to dive into genres or artists from the past
but also from their generation – a millennial list of
“fave artists” might be as diverse as One Direction,
Led Zeppelin, Nirvana, Lil Wayne and The Supremes.
But also it should make music an easy-to-consume
content.
- 85% agree that “among people of my age, it’s
cooler to listen to a diverse range of music versus
one genre.”
Source - ‘Music to the M Power’ - MTV 2013Source - ‘Music to the M Power’ - MTV

14. THE 7 ATTRIBUTES HOW MILLENNIALS CONSUME MUSIC
NO SUCH AS SELLING OUT
As savvy marketers of themselves, millennials
understand that the system of getting free music/
streaming means artists have to make their money
somewhere. They completely accept that the artists
are forcing their way from pure creation but also
they have to make money
- 68% say when it comes to artists and musicians, as
long as they are real and not fake, there is no such
thing as “selling out.”
- Although, 61% say they would think less of an artist
who put out a product that didn’t fit with their
brand/reputation.
Source - ‘Music to the M Power’ - MTV

15. THE 7 ATTRIBUTES HOW MILLENNIALS CONSUME MUSIC
BUYING MUSIC IS SYMBOLIC PATRONAGE
Having grown up with free downloading software
like Napster and Kazaa, this generation never
needed to buy music. When they buy it now, it’s
because they want to support an artist that they
respect and connect with.
- At the time of the study, only 1 in 4 Millennials had
bought music in the past week and only 28% within
the past month.
- 68% say they only pay for music out of respect
to the artist.
- 81% say the closer they feel to an artist, the more
likely they are to support that artist by purchasing
music rather than downloading for free.
Source - ‘Music to the M Power’ - MTV

16. MILLENNIALS DRIVE MUSIC INDUSTRY
CHANGES
MUSIC CONSUMPTION CHANGES

17. MUSIC CONSUMPTION IS CHANGING
MUSIC MARKET SLOW RECOVERY
Source - ‘Global Music Report 2017’ - IFPI 2017
The global recorded music market grew by 5.9% in 2016, the fastest rate of growth since IFPI began tracking
the market in 1997. This was a second consecutive year of global growth for the industry (followed by a positive
year in 2017) with revenue increasing in the vast majority of markets. This growth, however, should be viewed in
the context of the industry losing nearly 40% of its revenues in the preceding 15 years.
Streaming has been the clear driver of this growth, with revenues surging by 60.4%. With more than 100
million users of paid subscriptions globally, streaming has passed a crucial milestone. It makes up the majority of
digital revenue, which, in turn, now accounts for 50% of total recorded music revenues.
The global digital market is now seeing unprecedented competition, with streaming services developing and
extending their offerings around the world. Rather than cannibalising the existing streaming base, these
developments are expanding it, providing fans with a more varied, richer experience and bringing streaming to
new audiences and new territories.

18. MORE THAN MUSIC
MILLENNIALS LOVE MUSIC…DIFFERENTLY
The consumption of music is not dropping on the younger audience, all the contrary, but what we
call music might be related to something totally different of what it used to mean
Music is consumed in many different formats though related to many different contexts. The
growth of streaming, podcasts, Youtube is definitely related to different needs, expectations and
behaviours.
Music is consumed on different devices and is listened to at almost anytime of the day. Long time
ago, it was a ceremonial to put a vinyl to play, now, it’s part of the daily environment. Music is
everywhere but more and more in the background of other activities.
Music is profoundly social giving the listeners engagement and influence, a sort of social badge
to receive recognition and visibility - through podcasts, shareable playlists…. Music still plays its role
of social influence but more through technology and platforms.
Music is the starting point of bigger stories. Music became difficult to be judged for its intrinsic
qualities, it’s mostly about the experience built around - from concert to partnerships….
Source - Nielsen ‘Millennials on Millennials’

19. MUSIC CONSUMPTION IS CHANGING
INNOVATION PREVAILS FOR MUSIC MARKET GROWTH
Source - ‘Global Music Report 2017’ - IFPI 2017
Necessity of a pivotal transformation of the business and it is very important that labels are proactive in
developing and evolving their business models, whether to apply some local specificities or just making
evolvement in business models.
New technologies are booming - voice-controlled technology can be crucial in pushing streaming further into
the mainstream, expanding demographic appeal. Amazon itself reports that the Alexa/ Echo combination is
already “fundamentally changing not just the way people inter- act with their music service, but when and where
and how much they listen to music. The real challenge in delivering the required diversification and education.
Concerted willingness on the part of the labels to engage with digital innovation of all stripes, to make sure
mu- sic is not only a part of cutting edge new services – but a legitimate, licensed and monetised part (rise of
licensed lip-synch app, UGC content platforms, data-based knowledge…)

20. CONTENT STRATEGY FOR MILLENNIALS
LESSONS ABOUT CONTENT…NOT ONLY MUSIC

21. CREATING CONTENT FOR MILLENNIALS
MAKE YOUR BRAND
MORE HUMAN AND
GENUINE

22. CREATING CONTENT FOR MILLENNIALS
FOCUS ON THEIR
BELIEFS, INTERACTIONS
AND BEHAVIOURS
(DATA)

23. CREATING CONTENT FOR MILLENNIALS
HIGH EXPECTATIONS
WITH LOW PATIENCE
LEVELS

24. CREATING CONTENT FOR MILLENNIALS
MAKE THEM
INTERESTED NOT TO
BE BYPASSED
(EXPERIENCE)

25. CREATING CONTENT FOR MILLENNIALS
MAKE IT VISUAL
(BUT NOT WITH
BRANDED
ATTRIBUTES)

26. CREATING CONTENT FOR MILLENNIALS
DON’T TRY TO
SELL TO
MILLENNIALS

27. CREATING CONTENT FOR MILLENNIALS
TRY TO SATISFY
THEIR FOMO
(FEAR OF
MISSING OUT)

28. CREATING CONTENT FOR MILLENNIALS
BE DIFFERENT BUT TRY
TO FOLLOW SOME
WINNING RULES

29. BEST IN CLASS MUSIC-RELATED CONTENT
IF YOU GET IT, YOU MAKE IT

30. AIR NEW ZEALAND
Around the world, Christmas is a Northern Hemisphere-dominated event, synonymous with frosty snowmen and
frightful weather. Problem is, for the Southern Hemisphere, those things don’t represent Christmas at all.
Down there, Christmas is in the middle of summer, not winter. But the warm, sunny festive identity is never
represented. So we set out to give New Zealand a special gift – a chance to ditch Northern traditions and embrace
their very own Christmas identity - and put Air New Zealand at the heart of the holiday season in the process.

31. ADIDAS
Coinciding with the airing of the Grammy Awards back in February, the campaign featured musical luminaries that
included Snoop Dogg, Desiigner and MadeinTYO, alongside a reinvention of one of the most overplayed tunes
from the American songbook.
The main takeaway of the campaign? Originality doesn’t have to mean being first.

32. GOOGLE
Google Play Music needed to stand out in Australia’s crowded streaming landscape, where there’s little differentiating
platforms in the eyes of users. To set them apart, increase brand awareness and position the platform as an innovator,
our idea was to create exclusive content that fans would love: an immersive interactive music video. We collaborated
with local hip-hop legends Hilltop Hoods. Their track, Through The Dark, is a deeply personal song written by band
member Dan Smith (MC Pressure) about his son Liam’s battle with leukaemia.
Raw and real, the song connected deeply with audiences. Our idea was to bring that to life, translating conflicting
emotions into something conveying the sense of a father’s world turned upside down. Users move through
simultaneous 3D worlds, The Dark and The Light, by rotating their mobile device and navigating a journey through
fear towards hope.

33. SONY MUSIC
The inspiring work was designed to go against the “Controversy of Verdun” – a tide of far-right backlash against popular
French rapper Black M, a week before the official commemorations of World War I.
The resulting social media campaign around his album launch mobilised his fan base and twice topped France’s Twitter
trends chart.

34. INNOVATION. ENTERTAINMENT. COMMUNICATION. MARKETING. STORYTELLING.
BUSINESS…WE CAN DISCUSS ABOUT YOUR BRAND OR YOUR PRODUCT STRATEGY.
CONTACT ME ON FRANCK.VINCHON@GMAIL.COM

35. THANK YOU
KEEP ON ROCKIN’