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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 MUSICFOR URBAN MILLENIALS
B y : C u r r y A y c o c k & A s h l e y D e s h i e l d s
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 SAnalyzing Trends Fall 2012 Curry Aycock & Ashley Deshields
ForceMUSIC IS EVERYWHERE1
#
Analyzing Trends Fall 2012 Curry Aycock & Ashley Deshields
the experience of discovering what you didn’t know you were looking for..
“Looking for something and being surprised by what you find - even if it’s not what you set out looking for - is one of life’s great pleasures”
Serendipitous Discoveries
ADVENTURE
ADVENTURE
UNEXPECTED SUPRISETHRILL
EXPERIMENTAL
CHANCE
OPEN MINDED
Analyzing Trends Fall 2012 Curry Aycock & Ashley Deshields
Live Music
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.
Edward Sharpe & The Magnetic Zeros
shocked fans by putting on a vivacious
performance before making it “big”
Analyzing Trends Fall 2012 Curry Aycock & Ashley Deshields
serendipityCODE
There is a thrill in discovering the unknown.
Those moments where discovering a sound comes from a completley unexpected source.
These moments are what spark our attention
Analyzing Trends Fall 2012 Curry Aycock & Ashley Deshields
Force2DEPENDENCE ONMOBILE 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
But what is considered real today?
Mobile technology as a tool to get to a real life experience.
Analyzing Trends Fall 2012 Curry Aycock & Ashley Deshields
Mobile Music Apps
perfect for the “obsessive show-goer”
“Oh My Rockness”
This year, it is said that musicians have planned to increase their overall mobile marketing spending by 40%
ACCESSIBILITY
INSTANT UPDATEOBSCURE
FEATURES
NEARBY
UP AND COMING
RELIABLE
MOBILE
Crowd=concert junkiesAnalyzing Trends Fall 2012 Curry Aycock & Ashley Deshields
physicalityCODE:
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.
Experiencing music in action, before your eyes.
Analyzing Trends Fall 2012 Curry Aycock & Ashley Deshields
Force#3 NO PRIVACY
Privacy has lost its meaning.
Analyzing Trends Fall 2012 Curry Aycock & Ashley Deshields
It’s 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.
Personal Cultivation
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
43% report owning fewer than 500 songs. This aligns with the revelation that consumers are spending less on music.
Virtually showcasing your personal tastes.
Tomahawk
CHANNELS
CREATE
CONSUME
PUBLIC
ADD/REMOVE
SHARE
STREAMMANAGE
FULFILL
NETWORK 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.
curationCODE:
We are constantly collecting our own tastes and prefrences and cultivating a curated story about ourselves through our musical collections.
The neverending task of sorting ....
Analyzing Trends Fall 2012 Curry Aycock & Ashley Deshields
Force4 OPINIONS DRIVE CHOICES
#
Opinions determine our destinations
Analyzing Trends Fall 2012 Curry Aycock & Ashley Deshields
Expressing Opinion
Reviews and ratings drive conversation, boost confidence, clarify uncertainty, and drive success.
Rating and promoting new music
71% of millenials continue to share opinions because they feel other
consumers value those opinions.
“Like” “Unlike” Option
Analyzing Trends Fall 2012 Curry Aycock & Ashley Deshields
Pitchfork.com
Urban Media OutletsCriticism, commentary, news, and interviews.
BEST NEW MUSIC
NETWORK
OPINIONS
STAFF LISTS
REVIEWS
COMMENTS
RISINGTRENDING
LATESTAn internet publication devoted to crisism, commentary, reviews,
and various other features focused on independent music.
Analyzing Trends Fall 2012 Curry Aycock & Ashley Deshields
validityCODE:
That”empowered feeling” of validation
Analyzing Trends Fall 2012 Curry Aycock & Ashley Deshields
C U L T U R E
It’s 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.
Band: Animal Collective
Bowery Electric: low key popular venueAn 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
Analyzing Trends Fall 2012 Curry Aycock & Ashley Deshields
TrendI N S I G H T S
validityCODE: People want to be confident in what they are getting themselves into.
People want to be apart of the music they are listening to.
People want to know where to go and see where everyone is going to get a real experience.
People want to discover and feel discoverable.
curationCODE:
physicalityCODE:
serendipityCODE
We need to listen to these insights
Analyzing Trends Fall 2012 Curry Aycock & Ashley Deshields
TrendOPPORTUNITIES
Self documentation of personal music experiences with options to share.
Capturing what is happening now.
Analyzing Trends Fall 2012 Curry Aycock & Ashley Deshields
CARHARTTWORK IN PROGRESS
A glimpse of the Carhartt WIP brand
Analyzing Trends Fall 2012 Curry Aycock & Ashley Deshields
Reintroduced and reinterpreted workwear cuts to fit urban environments.-American Made-Functional Clothing-Urban Culture
Carhartt WIP shares the same values as Carhartt, but caters to urbanites.
BusinessA C T I V I T Y
GrowthO P P O R T U N I T Y
Inside a Carhartt WIP retail store Analyzing Trends Fall 2012 Curry Aycock & Ashley Deshields
TrendA C T I O N S
-Leverage brand recognition to strengthen Carhartt WIP’s 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
validityCODE:Provide evidence of why Carhartt WIP is the brand to wear
due to it’s authentic aesthetics and core values.
Offer a way for customers to differien-tiate themselves from other Carhartt
WIP customers.
Customers want to engage with each other. Where are these people hanging out? What
physical space brings them together?
Make Carhartt WIP discoverable by those who haven’t discovered them already.
curationCODE:
physicalityCODE:
CODE: serendipity
TrendA C T I O N S
Analyzing Trends Fall 2012 Curry Aycock & Ashley Deshields
THE FUTURE OF MUSICFOR 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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