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How Streaming Influences Concert Choices and Music Consumption - MIRA 2017
1. How Streaming Influences
Concert Choices and Music
Consumption
Gigi Johnson, EdD
Executive Director, UCLA Center for Music Innovation
UCLA Herb Alpert School of Music
@MusicInnovUCLA
Innovation.schoolofmusic.ucla.edu
2. CMI’s Question: How Artists can live/thrive
on .2-.8 cents per stream -- before splitting
up the results?
“We will make it up in Volume.”
“We will make it up in Live
Performance.”
Will we?
Who will?
What are future trends?
4. UCLA is Asking This Question
in Los Angeles
How is Streaming affecting live venues,
performances, and communities?
Song
CommunityExperience
40+ interviews into a study across the region
5. Original Hypothesis
Music streaming is negatively impacting small
venue live performance revenue as a substitute
good in competition for both time and money
•No and Yes
•Not that simple
6. Music Cities: Other Research on Local
Live Music
http://www.austintexas.gov/department/austin-music-census-report
7. Music City? Music Cities in a City?
Questions:
• How does this differ by demographic? Venue size? Our own study --
at about 40 interviews and finding differences by venue type, genres,
fan ages, etc. Kpop and Latin -- very different than EDM.
• Tracking and data for interventions -- what are we tracking as a
starting point? How to measure a venue/venues? Seats? Capacity
utilization? How do we track shifts across a city? LA: Shifts to
downtown, Chinatown, further west -- if/how measured?
8. Who is Coming to Concerts?
How? Why?
Source: Ticketmaster Live Analytics,
2014 Data, via SlideShare
9. “…the top 1% of live artists
(many of whom are aging
heritage acts) account for 68%
of all live revenue.”
MEDiA, Mark
Mulligan
https://musicindustryblog.wordpress.com/2017/06/15/do-
not-assume-we-have-arrived-at-our-destination/
10. How are fans making
decisions on how and
where to enjoy live
music? WHO is doing
both?
How does this impact
venues and local music
communities?
How are venues changing
(or not changing) the
content and experience in
light of streaming?
Music
Consumption
Concert
Choice
12. Source: Nielsen Total Audience 3Q 2016
Smartphone: Expanding Media
an Hour a Day since 2014
13. Making It Up in Volume?
-
100
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1995
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US Recorded Music, Cume Album Equivalents
CD Unit Sales Digital Album Sales DDL/10
Audio Streams/1500 Video Streams/1500
SOURCE: Nielsen/Soundscan
14. New – up to 8 weeks old (2 mos)
Recent: 8-78 weeks old (2 mos to 18 mos)
Catalog: 78-156 weeks old (18 mos to 3 years)
Deep Catalog: more than 156 weeks old (3 years)
Discovery? Or Reminding You of What You Love?
16. Streaming Music: Connected Music, People,
and Environments
Song
CommunityExperience
Connecting = The New Curation
Immersive,
Everywhere Music
Music + Data +
Location =
Immediate, In-
Context Data
Lifestyle, Pervasive,
In-Context
Advertising
Playlist as the New
Radio –
Reaggregating
Audiences
Knowing
YESTERDAY – but
WHO knows? Who
owns that info?
WE are the Product
vs. the Song
28. Connect
Fan Armies / SuperFans iBeacons LISNR / apps Ampsy
Predict
Business Intelligence Units
Influence / Discovery/ Recall
BandsinTown Songkick Spotify Concerts
Eventbrite / Spotify /
FB
Ticketmaster CRM
SEO / Customer
Journey
Digest
Tools Pandora AMP Chartmetric.io Cayo5 Pollstar
Data
Silos Splinternets Google/FB
29. 29
Fans as Marketers – After?
New Expectations of “Experience“
“FOMO”: Fear of Missing Out
30. Rethinking music as creative and fan communities
• Floating Clubs between venues and in
alternate spaces
• Curation communities
• New collaboration communities – artist
collaboratives
31. Future Trends: Next Influence
Dances • Business Intelligence departments
at Ticketmaster, AEG
• Predictive analytics
• Conversational computing /
Personal assistants
34. “Alexa, play Ed Sheeran.”
Results revolve around “popularity and
relevance to the consumer.”
Steve Boom, Amazon Music VP in interview
with Billboard
43. UCLA Center for Music Innovation
Gigi Johnson, EdD
gigi.johnson@ucla.edu
@MusicInnovUCLA
“Innovating Music” Podcast
http://innovation.schoolofmusic.ucla.edu
Hinweis der Redaktion
“Average” person goes to 1-2 concerts per year
Super Fan – shifting time nad money
New – up to 8 weeks old (2 mos)
Recent: 8-78 weeks old (2 mos to 18 mos)
Catalog: 78-156 weeks old (18 mos to 3 years)
Deep Catalog: more than 156 weeks old (3 years)
Algorithms tracking human curation -- Spotify tracking influential users' playlists, blogs, etc.,…plus extensive individual human curation
Competitive advantage?
Increasing benefits to scale, both on Splinternets AND for AEG, LiveNation, and Ticketmaster
Who is “responsible”? Artist/manager/agent? Venue/promoter?
Preventive? Security in some cases using facial recognition, etc.