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The Future Of Music

L. Curry Aycock
L. Curry Aycock

By identifying the forces at play in the world of music and the behaviors that are driving those forces, one can identify particular patterns that support current trends. By looking forward to what the future of music may encompass, this presentation aims to provide Carhartt, with valuable insight that will help the brand as a whole, cater to the future of urban millenials.

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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 Analyzing Trends Fall 2012 Curry Aycock & Ashley Deshields
1 # Force MUSIC IS EVERYWHERE Analyzing Trends Fall 2012 Curry Aycock & Ashley Deshields
Serendipitous Discoveries the experience of discovering what you didnt know you were looking for.. Looking for something and being surprised by what you find - even if its not what you set out looking for - is one of lifes great pleasures UNEXPECTED SUPRISE CH AN TURE CE ADVEN THRILL ADVE OPEN MINDED NTUR E EXPERIMENTAL Analyzing Trends Fall 2012 Curry Aycock & Ashley Deshields
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. Analyzing Trends Fall 2012 Curry Aycock & Ashley Deshields
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. Analyzing Trends Fall 2012 Curry Aycock & Ashley Deshields
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? Analyzing Trends Fall 2012 Curry Aycock & Ashley Deshields
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 Analyzing Trends Fall 2012 Curry Aycock & Ashley Deshields
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. Analyzing Trends Fall 2012 Curry Aycock & Ashley Deshields
3 # Force NO PRIVACY Privacy has lost its meaning. Analyzing Trends Fall 2012 Curry Aycock & Ashley Deshields
Personal Cultivation Its 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. Analyzing Trends Fall 2012 Curry Aycock & Ashley Deshields
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. Analyzing Trends Fall 2012 Curry Aycock & Ashley Deshields
4 Force # OPINIONS DRIVE CHOICES Opinions determine our destinations Analyzing Trends Fall 2012 Curry Aycock & Ashley Deshields
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. Analyzing Trends Fall 2012 Curry Aycock & Ashley Deshields
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 Analyzing Trends Fall 2012 Curry Aycock & Ashley Deshields
CODE: validity Thatempowered feeling of validation Analyzing Trends Fall 2012 Curry Aycock & Ashley Deshields
Its 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 Analyzing Trends Fall 2012 Curry Aycock & Ashley Deshields
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. Analyzing Trends Fall 2012 Curry Aycock & Ashley Deshields
Trend OPPORTUNITIES Self documentation of personal music experiences with options to share. Capturing what is happening now. Analyzing Trends Fall 2012 Curry Aycock & Ashley Deshields
CARHARTT WORK IN PROGRESS A glimpse of the Carhartt WIP brand Analyzing Trends Fall 2012 Curry Aycock & Ashley Deshields
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 WIPs 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 Analyzing Trends Fall 2012 Curry Aycock & Ashley Deshields
Trend A C T I O N S Make Carhartt WIP discoverable by those who havent 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 its authentic aesthetics and core values. CODE: validity Analyzing Trends Fall 2012 Curry Aycock & Ashley Deshields
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.. Analyzing Trends Fall 2012 Curry Aycock & Ashley Deshields

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The Future Of Music

  • 1. THE FUTURE OF MUSIC FOR URBAN MILLENIALS By: Curry Aycock & Ashley Deshields Analyzing Trends Fall 2012 Curry Aycock & Ashley Deshields
  • 2. 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 Analyzing Trends Fall 2012 Curry Aycock & Ashley Deshields
  • 3. 1 # Force MUSIC IS EVERYWHERE Analyzing Trends Fall 2012 Curry Aycock & Ashley Deshields
  • 4. Serendipitous Discoveries the experience of discovering what you didnt know you were looking for.. Looking for something and being surprised by what you find - even if its not what you set out looking for - is one of lifes great pleasures UNEXPECTED SUPRISE CH AN TURE CE ADVEN THRILL ADVE OPEN MINDED NTUR E EXPERIMENTAL Analyzing Trends Fall 2012 Curry Aycock & Ashley Deshields
  • 5. 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. Analyzing Trends Fall 2012 Curry Aycock & Ashley Deshields
  • 6. 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. Analyzing Trends Fall 2012 Curry Aycock & Ashley Deshields
  • 7. 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.
  • 8. Meaningful Experiences Mobile technology as a tool to get to a real life experience. But what is considered real today? Analyzing Trends Fall 2012 Curry Aycock & Ashley Deshields
  • 9. 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 Analyzing Trends Fall 2012 Curry Aycock & Ashley Deshields
  • 10. 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. Analyzing Trends Fall 2012 Curry Aycock & Ashley Deshields
  • 11. 3 # Force NO PRIVACY Privacy has lost its meaning. Analyzing Trends Fall 2012 Curry Aycock & Ashley Deshields
  • 12. Personal Cultivation Its 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. Analyzing Trends Fall 2012 Curry Aycock & Ashley Deshields
  • 13. 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.
  • 14. 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. Analyzing Trends Fall 2012 Curry Aycock & Ashley Deshields
  • 15. 4 Force # OPINIONS DRIVE CHOICES Opinions determine our destinations Analyzing Trends Fall 2012 Curry Aycock & Ashley Deshields
  • 16. 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. Analyzing Trends Fall 2012 Curry Aycock & Ashley Deshields
  • 17. 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 Analyzing Trends Fall 2012 Curry Aycock & Ashley Deshields
  • 18. CODE: validity Thatempowered feeling of validation Analyzing Trends Fall 2012 Curry Aycock & Ashley Deshields
  • 19. Its 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
  • 20. 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 Analyzing Trends Fall 2012 Curry Aycock & Ashley Deshields
  • 21. 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. Analyzing Trends Fall 2012 Curry Aycock & Ashley Deshields
  • 22. Trend OPPORTUNITIES Self documentation of personal music experiences with options to share. Capturing what is happening now. Analyzing Trends Fall 2012 Curry Aycock & Ashley Deshields
  • 23. CARHARTT WORK IN PROGRESS A glimpse of the Carhartt WIP brand Analyzing Trends Fall 2012 Curry Aycock & Ashley Deshields
  • 24. 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
  • 25. Trend A C T I O N S -Leverage brand recognition to strengthen Carhartt WIPs 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 Analyzing Trends Fall 2012 Curry Aycock & Ashley Deshields
  • 26. Trend A C T I O N S Make Carhartt WIP discoverable by those who havent 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 its authentic aesthetics and core values. CODE: validity Analyzing Trends Fall 2012 Curry Aycock & Ashley Deshields
  • 27. 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.. Analyzing Trends Fall 2012 Curry Aycock & Ashley Deshields