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Personal Music industry

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RETHINKING THE WAY PEOPLE LISTEN TO MUSIC Stephanie Heylands Simone Magazzu Yazan Iwidat
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Page 1: Personal Music  industry

RETHINKING THE WAY PEOPLE LISTEN TO MUSIC

Stephanie  Heylands  Simone  Magazzu  Yazan  Iwidat  

Page 2: Personal Music  industry

1 INDUSTRY CUSTOMER EXPERIENCE

JOURNEY MAPPING PERSONAS INDUSTRY STANDARDS

Page 3: Personal Music  industry

A. CUSTOMER JOURNEY

Page 4: Personal Music  industry

1. HEARING

CUSTOMER  JOURNEY  

1. HEARING

Page 5: Personal Music  industry

2. TAKING INTEREST

CUSTOMER  JOURNEY  

1. HEARING 2.TAKING INTEREST

Page 6: Personal Music  industry

3. ACQUIRING

CUSTOMER  JOURNEY  

1. HEARING 2.TAKING INTEREST 3. ACQUIRING

Page 7: Personal Music  industry

4. LISTENING

CUSTOMER  JOURNEY  

1. HEARING 2.TAKING INTEREST 3. ACQUIRING 4. LISTENING

Page 8: Personal Music  industry

5. SHARING

CUSTOMER  JOURNEY  

1. HEARING 2.TAKING INTEREST 3. ACQUIRING 4. LISTENING 5. SHARING

Page 9: Personal Music  industry

6. BECOMING A FAN

CUSTOMER  JOURNEY  

2.TAKING INTEREST 3. ACQUIRING 4. LISTENING 5. SHARING 6. BECOMING A FAN

Page 10: Personal Music  industry

CUSTOMER JOURNEY

1. HEARING 2.TAKING INTEREST 3. ACQUIRING 4. LISTENING

5. SHARING 6. BECOMING A FAN

CUSTOMER  JOURNEY  

CUSTOMER  JOURNEY  

Page 11: Personal Music  industry

B. DIFFERENT MUSIC USERS

Page 12: Personal Music  industry

MARK

YOUNG MUSIC

ENTHUSIAST

Page 13: Personal Music  industry

I want to know more about

this artist

Nice melody

What’s the title of this

song?

I am going to listen to this a lot

what does mark feel, think and do?

1. HEARING 2.TAKING INTEREST

3. ACQUIRING 4. LISTENING 5. SHARING 6. BECOMING A FAN

I want this song on all my devices

I want my

friends to hear this

CUSTOMER  JOURNEY  

Page 14: Personal Music  industry

MOMENTS OF TRUTH – MARK’S JOURNEY

HEARING TAKING INTEREST ACQUIRING LISTENING

CUSTOMER  JOURNEY  

SHARING BECOMING A FAN

Page 15: Personal Music  industry

sophie

SOCIAL LISTENER

Page 16: Personal Music  industry

What music

should I put ?

WHAT DOES SOPHIE FEEL, THINK AND DO?

1. HEARING 2.TAKING INTEREST

3. ACQUIRING 4. LISTENING

CUSTOMER  JOURNEY  

5. SHARING 6. BECOMING A FAN

I like the

music here !

Spotify did a great job !

Page 17: Personal Music  industry

MOMENTS OF TRUTH – SOPHIE’S JOURNEY

HEARING TAKING INTEREST ACQUIRING LISTENING

CUSTOMER  JOURNEY  

SHARING BECOMING A FAN

Page 18: Personal Music  industry

paul

JAZZ FAN

Page 19: Personal Music  industry

I want to check

this artists tour

dates

Do I hear a

new artist

What’s the title of this

song?

I want more

than just this

WHAT DOES PAUL FEEL, THINK AND DO?

1. HEARING 2.TAKING INTEREST

3. ACQUIRING 4. LISTENING

CUSTOMER  JOURNEY  

5. SHARING 6. BECOMING A FAN

I want to download/buy it

I want to share this

with mike

Page 20: Personal Music  industry

MOMENTS OF TRUTH – paul’s JOURNEY

HEARING TAKING INTEREST ACQUIRING LISTENING

CUSTOMER  JOURNEY  

SHARING BECOMING A FAN

Page 21: Personal Music  industry

C. INDUSTRY STANDARDS

Page 22: Personal Music  industry

DIGITAL = PHYSICAL MUSIC SALES

2014

Source:  Interna-onal  Federa-on  of  the  Phonographic  Industry  (IFPI)  

Page 23: Personal Music  industry

GLOBAL DIGITAL SALES 2014

-17.9%

+39.0%

sUBSCRIPTION sTREAMING

+38.6%

AD-SUPPORTED STREAMING

-8.0%

PERMANENT DOWNLOADS

MOBILE PERSONALISATION +6.9%

TOTAL DIGITAL

Source:  Interna-onal  Federa-on  of  the  Phonographic  Industry  (IFPI)  

Page 24: Personal Music  industry

•  Ownership  -­‐  access  

ACCESS IS THE NEW OWNERSHIP

Page 25: Personal Music  industry

MOBILE FIRST

Page 26: Personal Music  industry

> 500 DIGITAL MUSIC SERVICES WORLDWIDE

Page 27: Personal Music  industry

YOUTUBE  Most used search engine for music

Page 28: Personal Music  industry

1 in 7 people on earth use youtube to listen to music

Source:  Interna-onal  Federa-on  of  the  Phonographic  Industry  (IFPI),  2014  

Page 29: Personal Music  industry

Where do you find your music ?

26 % go for download services like iTunes

38% for music streaming sites such as Spotify

57% go for youtube

Source:  Interna-onal  Federa-on  of  the  Phonographic  Industry  (IFPI),  2014  

Page 30: Personal Music  industry

75 million users 20 million paying users

107 Minutes per session

Page 31: Personal Music  industry

“The main services all offer more than 30 million tracks and have a similar quality and approach. The value comes in what is being placed over the top. It’s all about curation, recommendation and influence.”

Francis Keeling, global head of digital business, Universal Music

Source:  Interna-onal  Federa-on  of  the  Phonographic  Industry  (IFPI)  

Page 32: Personal Music  industry

2 Innovative players

Page 33: Personal Music  industry

COMPETING WITH THE BIG GUYS

Page 34: Personal Music  industry

INTEGRATION & CONVENIENCE

Page 35: Personal Music  industry
Page 36: Personal Music  industry

But what if we look at other industries?

Page 37: Personal Music  industry

MOBILE LIVE STREAMING INDUSTRY

Page 38: Personal Music  industry

VIDEO STREAMING INDUSTRY: CREATING OWN CONTENT

Page 39: Personal Music  industry

GAMING INDUSTRY: VIRTUAL REALITY

Page 40: Personal Music  industry

3. CREATIVE IDEAS

Page 41: Personal Music  industry

MUSIC-LOCATION MATCHER

Page 42: Personal Music  industry

MUSICAL LIFETRACKER

Page 43: Personal Music  industry

USER-GENERATED STREAMING CONTENT

Page 44: Personal Music  industry

PERSONALISED PLAYLIST BUILDER

Page 45: Personal Music  industry

VIRTUAL REALITY VIDEO CLIPS

Page 46: Personal Music  industry

Thank you


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