This week I came across a presentation from New York marketing communications brand, JWT. Their October 2011 Things to Watch list is a special Music Edition, and covers a variety of trends in “accessing, discovering and sharing music”.

After a variety of research and specialist analysis, there seems to be a bit more clarity in this presentation than there has been in recent years. The digital age certainly flipped everything on it’s head, but the fact that the big digital guns have stepped into the arena means that they see a viable future. Independent artists are more common and more powerful, and the platforms available for them to communicate and reach out to consumers are much more of a regular way of life than previous years. The frustration of not knowing where to find the music you like, and then not knowing what the ‘legal’ options were seems to be vanishing, and whilst there is no one ‘savior’ of the industry, the combination of many new techniques and technologies has created the beginnings of a new enjoyable sharing experience for all music lovers and appreciators.

Says JWT director of trendspotting Ann Mack, “It’s all about the ability to listen to your own archives, and just about anything else, wherever you are. It’s a major change, and one that comes just as listening gets a lot more social, from Turntable’s DJ rooms to Facebook’s peeks into what friends are listening to.”

Some of the my favorite points include;

Access Over Ownership – in today’s music world, consumers are shifting to the convenience of simply having access to music (i.e. music for hire), as opposed to wanting to own a copy themselves.
The Celestial Jukebox – a dream come true! The advent of Spotify, Rdio and the like means that we seem to have near infinite music available at our fingertips.
Taking it to the Cloud – 2011 saw some major players offer cloud storage (Apple’s iCloud / Amazon’s Cloud Player and Google Music Beta), and with that remove the limitations of hardware storage and which devices have music on them.
The Death of the MP3 Player – we are moving away from both devices that store music, and also devices that have only one function. Being able to stream more music from a mobile device that has multiple uses is a big shift in trend.
The Facebook Effect – the world’s runaway leader in sharing and networking has recently unveiled real-time sharing of music listening habits, via third party apps such as Spotify, Vevo, Mixcloud, Rhapsody, Soundcloud and more.
Youtube IS MTV – albeit an on-demand version, with new licensed content, music documentaries, vintage live shows and much more, this offers something for every music fan to tune into.
Artists are Doing it for Themselves – services and platforms helping musicians manage, market and sell have come on leaps and bounds. It really is possible to be a self made superstar in the internet age.

by Lee Jarvis.

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Amazon Cloud Player and Google Music both launched within a couple of weeks of each other. They join a number of well established and loved music streaming services such as Pandora, Rdio, Rhapsody, Last.FM and many more, with the supposed king of them all, Spotify (which is VERY good, by the way), still due “any day now”. So… what do the new kids on the cloud have to offer?

Amazon offers both a Cloud Drive and a Cloud Player. Cloud Drive is your hard drive, uploaded into the cloud (therefore backing up not just your mp3s, but other documents, also). The Cloud Player offers a place to store all new Amazon mp3 purchases, as well as access to your Cloud Drive. You can stream music on the go with the app for Android mobile phones or tablets. Cloud Drive offers all users 5Gb free storage, and, for a limited time, a free upgrade to 20 GB of Cloud Drive storage with an Amazon mp3 album purchase. Also, all new Amazon mp3 purchases saved to Cloud Drive do not count against your storage quota, essentially giving regular Amazon mp3 shoppers an ever-growing storage limit.

Google Music is still invite-only at the moment, but is essentially a similar idea – uploading of your current music files, and a place to easily add new purchases, that are then accessible from any Flash-equipped web browser, along with Android phones and tablets. Very similar indeed. The one big difference? You still need to purchase new music, and this will mainly point music consumers back to digital retail stores run by Amazon and/or Apple. The supposed reason for this hitch? Everyone’s favorite villains; the major labels. Wanting to much money up front apparently hindered Google’s ability to create a one-stop-shop, and has meant that the streaming launch is more of a stutter.

Worth noting is that both of these new players are iTunes friendly. They are not aggressively attacking the third big cheese, Apple, but instead recognize that millions of music fans already have playlists and organized folder based on 10 years of iTunes usage. To ignore this fact would be a foolish move, and making it easy and convenient for them to sync, swap, and move their music around is definitely the first step in taking a slice of the Apple pie (pun intended? Possibly.)

by Lee Jarvis.

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Well, it’s always been on the cards, but the biggest news of the week is that Apple have finally been able to make iTunes tracks available without the Digital Rights Management that was essentially ‘watermarked’ into all previous tracks.

So you can now buy a tune from iTunes and play it on Microsoft’s Zune player or similar by SanDisk. It really took us until 2009 to get to that stage? The major labels and countless independents have been selling DRM-free tracks via Amazon for about a year, so why did they hold out on Apple?

Steve Jobs announced that EMI were willing to drop DRM back in 2007, but the rest of the majors (Universal Music Group, Warner Music Group, and Sony Music Entertainment) have held out for some unknown reason. Actually, the reason is know; it’s because majors have no idea how to move forward in this music evolution. They were unwilling to hand over DRM-free copies to iTunes because of the scale of it’s sales, fearing a loss of control and rampant, escalating piracy. They struggle to keep hold of things like DRM so that people don’t ‘steal their money’.

Here’s a thought. Will Apple’s news make much difference? The people who already buy millions of tracks from iTunes are doing so (mostly) happily and playing them on their millions of iPods and iPhones. As far as they know (or care), DRM has never been an issue. People who have wanted to download DRM-free music for their non-Apple devices have been able to find it fairly easily. Will these settled buyers bother to jump ship? Especially with the new price rises too (more on that later). The infamous Bob Lefsetz thinks the news is very much a non-issue, saying that “the only people who care about DRM don’t pay for music, they just steal it. Otherwise, Amazon would have eclipsed Apple and the Seattle company would own the online music market”.

Is it all too-little too-late?

Lee Jarvis.

Cross-posted at our Music Jobs website in the UK

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