“SnapChat is now the #3 social app among millennials with 32.9 per cent penetration on these young users’ mobile phones, trailing only Instagram (43.1 per cent) and Facebook (75.6 per cent).”—(comScore:2014)
According to a 2011 study, on a typical day, we take in the equivalent of about 174 newspapers’ worth of information, five times as much as we did in 1986. As the world’s 21,274 television stations produce some 85,000 hours of original programming every day (by 2003 figures), we watch an average of five hours of television per day. For every hour of YouTube video you watch, there are 5,999 hours of new video just posted!
Today, music is as emotionally relevant as ever – and consumers have a myriad of ways to experience it, from streaming and downloading to live concerts and more. Thanks to social media, fans also have unprecedented access to their favorite artists. Given these changes in the music landscape, the Music Group, which includes MTV, VH1 and CMT, conducted research into the “Music Experience,” taking a deep look into the ever-evolving process of discovering and obtaining music among teens, 20- and 30-somethings, as well as what the fan-music-artist connection looks like in 2014.
Only a few years ago, conventional wisdom held privacy to be an outdated concept that had no place in a digital world. However, as has become very clear in recent months, privacy has made a comeback, albeit in somewhat altered form, and it is now more important than ever.
In order to investigate what the changing definition of privacy means for marketers, Contagious teamed up with global insight and brand consultancy Flamingo to conduct qualitative research across the US and the UK.
Contagious also worked with research partner James Kennedy to conduct quantitative research of a nationally-representative sample of 2,000 people in the US, and the UK.
A full report, ‘Privacy in Perspective’, is available to Contagious subscribers, however a summary of the key research findings can be found here.
Interesting aspect regarding the definition of ‘privacy’:
Privacy manifests itself over a spectrum – it is about freedom, control and choice
People realize that their data is co-owned, that once something is shared it is out of their control. There is a desire to create and connect but they have increasingly little choice over how it gets shared and distributed. The balance of power is unequal. The dilemma is: how do you become secure without abandoning the internet? Therefore privacy means: freedom, choice, and control. Freedom to create and consume what I please, choice to share it (or not) as I please and only with whom I intend, and control over how it lives on.
• We’ve become accustomed to our every move being tracked, and no longer expect anonymity: Only 35% of people in the UK and 28% in the US expect that it is realistic for any information about themselves online to remain completely anonymous.
• As one millennial in the qualitative research put it: ‘I have to accept being tracked online: shopping, emails, social media etc. It’s never going to change and will probably only increase.’
• The fact that we’re used to our information being tracked, doesn’t mean we like it. 49% of respondents in the UK and 57% in the US say that protecting their online privacy is something they invest time and money in.
• People also have very different privacy expectations in different contexts. ‘I think there’s a big difference in terms of the expectation of privacy between Netflix and Gmail,’ explained one Gen X male we interviewed as part of our research. ‘Obviously it makes sense to me that Netflix is going to have a record of what DVDs I’ve watched. But it is off-putting to see a targeted ad based on an email I have sent — it makes me think my email is being read by someone.’
“If people sat outside and looked at the stars each night, I bet they’d live a lot differently. When you look into infinity, you realize there are more important things than what people do all day.”—Calvin and Hobbes (via modernhepburn)
“Brands should embrace the so-called ‘slash/slash generation’. This is a group of people who define themselves not by a single occupation, but by the diversity of their passions, networks and experiences. They can have a number of different pursuits in parallel, be it personal, creative and entrepreneurial projects, leading to a richer and more innovative working culture. This new wave of entrepreneurs is busy shaping its own destiny instead of steadfastly climbing the corporate ladder.”—Alasdair Lennox, creative director, EMEA, at design consultancy Fitch in a very good article on Kickstarter (Marketing Magazine)
When millions of people point camera-phones at you while you sing, you learn a thing about music and technology. You could laugh at pop starlet Taylor Swift for her fluffy teddy bear of a column in the Wall Street Journal today, or chide the WSJ for printing it, but there are some poignant nuggets of knowledge in there.
1. Piracy means artists need to keep surprising fans
Taylor Swift brought out Jennifer Lopez for one night on her Red tour to surprise her fans. Image Credit: Shine-On
Mizz Swift says “I walked out onstage every night of my stadium tour last year knowing almost every fan had already seen the show online”. Preventing that footage from being shot in arenas full of teen girls would be impossible, so if she plays the same set every night, fans will walk away bored. That’s why she brings out unique guest stars and more every night so the experience is always fresh.
2. Decreasing sales and ubiquitous access require musicians to strike an emotional level to make money
Flash in the pan singles don’t earn money the way they did back when they were bundled with albums or at least sold as downloads. Meanwhile, free access via platforms like YouTube mean fans can burn through their love of a shallow song quickly. Swift explains people “are buying only the ones that hit them like an arrow through the heart.” She likens music to three types of relationships: quick flings with songs you dance to and then forget, stronger relationships with albums you remember but that pass, and connecting with an artist on such a deep emotional level that they become “The One” and you listen to them for life. The real success comes with being The One.
3. Fame and power and now defined by your social media audience
Musicians and other celebrities have sidestepped the record labels, managers, retail stores, and press and now connect to fans directly through Instagram, Twitter, Facebook, and the like. Swift explains, “The casting director chose the actress with more Twitter followers”. Artists can’t just be artists any more, they have to be community managers. Music sales, tour success, commercial tie-ins and more depend on being able to rally one’s fan base.
4. Selfies have replaced the autograph
“I haven’t been asked for an autograph since the invention of the iPhone with a front-facing camera. The only memento ‘kids these days’ want is a selfie” says Swift. And since people actually share selfies, that’s great for artists…if they leverage them. Celebrities should be asking fans to mention their official account when they post the photo and ask friends to follow them so they can virally grow their audience.
All four of these ideas tie in to a single theme: Adapt to the (often scary) inevitabilities of change. You can’t stop piracy, the overall decreasing sales, or the rise of the networked fan base’s power. But if you’re flexible with what it means to be an artist, you reduce the risks and score big with the new opportunities.
The world’s first smartphone-controlled plant growing system that enables you to grow the freshest, healthiest food on Earth.
Interesting smart home farming concept for modern urbanites. But also a quite sad future scenario – and contradictory regarding the idea of ‘getting back in touch with nature’ vs. needing an app to grow some simple plants, in a box, without soil….
“The information is everywhere, a constant feed in our hands, in our pockets, on our desktops, our cars, even in the cloud. The data stream can’t be shut off. It pours into our lives a rising tide of words, facts, jokes, GIFs, gossip and commentary that threatens to drown us. Perhaps it is this fear of submersion that is behind this insistence that we’ve seen, we’ve read, we know. It’s a none-too-convincing assertion that we are still afloat. So here we are, desperately paddling, making observations about pop culture memes, because to admit that we’ve fallen behind, that we don’t know what anyone is talking about, that we have nothing to say about each passing blip on the screen, is to be dead.”—Faking Cultural Literacy
“Don’t give up on books. They feel so good — their friendly heft. The sweet reluctance of their pages when you turn them with your sensitive fingertips. A large part of our brains is devoted to deciding whether what our hands are touching is good or bad for us. Any brain worth a nickel knows books are good for us.”—If This Isn’t Nice, What Is? (via wearethedigitalkids)