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This presentation for the PLCMC Retreat is designed to help librarians get a brief introduction to all the factors shaping teens and music today.
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Finding a Way In:Teens, Music, and
YouJoseph Wilk
wilkj@carnegielibrary.org
FriendsBlogs &
Messageboards
Social Music
Radio
OnlineMusic Stores Band Sites (Myspace)
Concerts/Shows
Video Games
Parents
Digital Music Ecosystem
Digital Music Ecosystem
More new music than ever before Cheap, high quality recording equipment Free, low cost and pirated software Independent distribution (CDBaby, Tunecore)
More old music than ever before MP3s keep records in print
Consumption of music increased 6% in 2007
Chasing the “long tail” In 2000, top 10 albums sold 60 million copies
In 2006, the top 10 sold 25 million
Digital Music Ecosystem
CD sales are in an 8 year-long decline Down 14-20% each year 48% of teens did not buy a CD in 2007
MP3 sales are up 54% 85% of 12-24 year-olds prefer MP3 players over traditional radio
87% of teens own an MP3 player Highest concentrated demographic
61% of teens download unlicensed music
What is an MP3?
MPEG-1 Audio Layer 3 An encoding format for audio information
Lossy compression Catch-all term for other encoding
technologies that use lossy compression Advanced Audio Coding (AAC) Windows Media Audio (WMA)
FLAC (Free Lossless Audio Codec)
What is an MP3?
It’s called “lossy” for a reason…
CD Quality (1411.2 kb/s) 128 kb/s MP3
What Is an MP3
Digital Rights Management (DRM) technologies embedded in MP3s that restrict their use
MP3s & Copyright
Section 109: the “first sale” doctrine Superceded by contract law
Digital Millennium Copyright Act (1998) Circumventing technical copyright protection
measures such as DRM is (with small exception) illegal
Digital Performance Rights in Sound Recordings Act (1995) Gives copyright holders exclusive rights for digital
audio transmissions performed “publicly”
Shaping Expectations
Malleable Participatory “Always-on” Portable
Social Digital Music
Finding new music and sharing with friends
“Teens bond over music (duh).”
Social Digital Music
iTunes Last.FM MOG Finetune iLike Myspace
iTunes
“The entertainment center of your world.”
#1 music retailer Market share leader
amongst teens
iTunes
Discovering music 30 second previews Customer reviews Album view Browsing
iTunes
Promoting music iMix
widgets that share iTunes playlists with the world wide web
Network streaming Five users can connect per day “Sharing” preferences
“The social music revolution”
Since 2002, has developed over 15 million active users
Tracks what you listen to Builds a host of
personalized recommendations Aggregates listening habits
Discovering music Music page Artist pages Dashboard Scrobbling Tags
Promoting music Groups Scrobbling Widgets
Personal radio Playlist Album quilt Charts
“Myspace for Music Lovers” Fully featured music blog
embeddable music & video Social network Music discovery tool
driven by user recommendations
Promoting music Mog-o-matic
Indexes music library Keeps track of the songs you play Highlights recently added files
Blogging Not just about music Can be accompanied with a video orMP3 “soundtrack”
Posts indexed on artist pages Widgets, RSS
Discovering Music Magic Button Trusted MOGs MOGS like Me Recommendations page Celebrity Moggers
Online custom playlist/mixtape experience Comprehensive music library
Over 2 million songs from all the major labels
Recommendation engine Over 7 years of accumulated data, 100
million listener hours, and 13,000 user generated playlists
Promoting music Create custom playlists Embeddable playlist widgets Post playlists to Facebook
friends Integrates with Wii to promote music while
gaming!
Discovering music Related artists “I’m lazy” button Professional mixes Tag browsing
“Place for social music discovery.”
Most popular Facebook application more than 300,000 active daily users
Powered by the iLike Sidebar plugs into iTunes and Windows Media Player
Discovering music iLike Sidebar
Shows related songs as you play MP3s
Artist pages List of related artists
“We use computer algorithms that figure this out using the ‘wisdom of crowds’” Not enough users to drive accurate ratings
Promoting music Build teen friends “iLike” artists and songs from your
collection Shows up on friend pages
Dedicate through Facebook and other social networks
iLike Sidebar logs playlists
One of the largest online platformsfor music
5 million bands and artists
Music integrated into profiles 100+ million users
Discovering music “Top artists” Searchable artist database Band profiles show other bands as
friends
Promoting music Add hot artists and bands as friends Bulletins Streaming music Videos Comment in touring band’s profiles
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