IASPM Gijon June 28 2013

IASPMGijon June 28 2013

Henrik Smith-SivertsenThe Royal Library

Denmark

“Fish don't know water exists till beached “ (Marshall McLuhan) Documentation of music production, distribution and consumption in the age of streaming.



Denmark

“Fish don't know water exists till beached “ Documentation of music production, distribution and consumption in the age of streaming.

The Future (Till 2013: ” Popular Music as Prophesy: Composing the Future”)

•No possessions•No countries•No religion



Denmark


The Future (Till 2013: ” Popular Music as Prophesy: Composing the Future”)

•No possessions•No countries•No religion•All the people living for today



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All the people living for today



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All the people living for today•No digital sources



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All the people living for today•No digital sources•No past or history (apart from what is online)



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All the people living for today•No digital sources•No past or history (apart from what is online)•And the life circle of online resources is very short



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•Fine descriptions and understandings of what has happened



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•Fine descriptions and understandings of what has happened•But often no chances of checking if she is right…



Denmark


•Fine descriptions and understandings of what has happened•But often no chances of checking if she is right…

•Without good archiving we will only have contemporary understandings of what is happening/has happened.

The project

Has the digital music revolution been saved?

The project


My conclusion: NO!

The project


The digital music revolution

16

the global music industry continues to contract while shifting to digital

1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011

27.4 28.5 28.6 28.1 27.7 25.8 23.9 23.3 21.8 19.817.3

14.8 12.9 11.1 10.2

0.41.2

2.33.2

4.24.6

4.8 5.2

27.4 28.5 28.6 28.1 27.725.8

23.9 23.7 23.0 22.120.5

19.017.5

15.9 15.4

Physical Digital

Trade value, $ billions

Source: IFPI

-46%

17

the digital music experience has evolved to surpass analog

PHASE 1:Fighting Digital

PHASE 2:Replicating the analog experience

PHASE 3:Improving the analog experience

Analog only

ANALOG ERA DIGITAL ERA

18

music has shifted more rapidly than other media

Source: SME; IFPI

Music Newspapers Books Film

32%*

5% 4%1%

PROPORTION OF INDUSTRIES’ GLOBAL REVENUES FROM DIGITAL SALES (2011)

* In 2012, digital sales are expected to constitute ~47% of global music industry revenues

Social media and streaming:

•New distribution forms


•New distribution forms•New ways of communicating with the audience


•New distribution forms•New ways of communicating with the audience•New ways of being a musician (or perhaps a return to old ways of being a musician after the “Recording Artist Era”)


•New distribution forms•New ways of communicating with the audience•New ways of being a musician (or perhaps a return to old ways of being a musician after the “Recording Artist Era”)•Traditional gatekeepers (journalists, critics etc.) challenged


Project Description

Sys BjerreDanish singer. Debut in 2008

Netarchive.dkDanish web archive. Started in 2005

Our projectDescribe Sys Bjerre using only Netarchive.dk

Joint venture between legal deposit libraries

Limited access

Nearly dark archive (15 ext. users/318 TB data)

Our project is (almost) an external project

Initial Success

”Do It Yourself”-image

Use of Social Media

Hate Web Pages

The ”Malene”-case

Sys Bjerre

•Articles and interviews•Videos (music, TV performances, interviews, live performances recorded by the audience)•Music streams (Spotify, Wimp etc., soundcloud, DR-dk/musik etc.)•Downloads (Itunes etc., illegal services – Torrentz.eu etc.)•Facebook•Myspace•Blogs•Fan groups•Hate groups•Cover versions (amateur covers, answer songs, parodies, attacks)•Music Charts

Relevant stuff online:

Initial Success

+Webcrawling ensures that

popular pages are

found and harvested ...

-but former MySpace profiles are lost due to lack of search

“Do It Yourself”-image

+Newspapers

webpages are

extensively harvested ...

-... but navigation depends on the present Internet for discovery

Use of Social Media

+Harvested

from outsideDanish TLD

-Gaps in comments ruins chronology

Hate Web Pages

+Harvested ?

-Depend on online Facebook for discovery

Youtube

+Harvested

-But no music

Only first screen comments(of 3783)

Fragmentation

A lot of text – but no music

Streaming

Missing Parts

Navigating the archive

How has the project affected Netarchive.dk’s activities?

• The Royal Library apply for a research project addressing how to find web pages outside .dk to be archived in the Danish Netarchive

• The Royal Library has added curator staff with technical skills to enable a more experimental approach in the harvesting process

• Still strong focus on adding free text search as an important service to Netarchive.dk

• The broad harvesting team have more focus on archiving, QA and accessing issues related to social media web pages

• Tools for bulk harvesting of Youtube-videos developed

• A general change in approach towards allowing alternative harvesting methods

The problem

The problem

Archive of Contemporary Music, New York

The problem

Archive of Contemporary Music, New Yorkonly physical…

The problem

Legal Deposits

The conclusion?

The conclusion?

We are in deep trouble

The conclusion?


But we have saved more than most

The conclusion?



So we all are in deep trouble

The conclusion?



So we all are in deep trouble

So please support (and challenge) your librarians

The future?

The future?According to Sony Music:

52

Emergence of the Cloud

Access all content anywhere,

anytime

advancing technology is enabling new business models1

Consumer smartphone

adoption

Powerful media platform on the go

Ubiquitous, affordable access

Mass market, near universal access

Fast, 4G mobile data service

Sufficient bandwidth for rich media experiences

53

consumers becoming accustomed to new ways of engaging with music2

Number of paid global streaming customers have more than doubled

in the last 18 months

Consumers sharing their music through shared playlists, “likes” on Facebook, and recommendations

Facebook allows users to listen to what their friends are currently

listening to

Visual elements, location-based content, comments/ tweets, and trivia are creating a compelling

expanded music listening experience

From owning to renting

Social music listening

Expanded music experiences

Jimi Hendrix app• GPS functionality

(Geofenced landmarks for users to unlock)

• Trivia and images of Jimi’s life

54

new and innovative consumer business models continue to emerge every day3

55

Dynamic programming based on tastes

Audio-visual content

Interactive content/ gaming

Social listening

GPS functionality/ virtual tours

Digital platforms will transform the next generation of music, creating new and innovative experiences that more deeply engage consumers

1

55

the next generation of music

56

four key strategic areas

Scale SME’s ad-supported business

Develop innovative

digital products and services,

including applications

Aggressively grow premium

digital music subscription

business

Continue to grow the MP3 download

business

1 2 3 4

57

Key focus is on international expansion and cloud access. Recently partnered to:

- Expand existing major storefronts to new regions- Introduce new products - cloud access, scan and

match lockers, etc.

Struck recent partnership with Google in which this major technology player made a meaningful commitment to the DL business

A la carte DLs represent nearly 60% of digital revenue globally

We are focused on growing the DL market by:

- Enticing more consumers to legal stores- Creating exciting products that give greater value to

existing consumers

mp3 downloads1

58

SME focus is on partnering with best in breed services to a) achieve scale and b) expand to new markets

Additionally, bundle deals are proving to be an effective way to drive critical mass and client-customer loyalty

SME subscription partners now provide access to over 14.8M paying subscribers globally – and growing fast.

In addition to unlimited access models, there is a real opportunity to build a premium digital radio business

Pandora and Slacker are the US market leaders in the premium radio space with ~2M subs combined

Interactive Radio

premium digital music subscription business2Unlimited Access

59

Building best in class ad sales force Creating original programming Developing a significant footprint across the web International expansion

ad-supported business models3Video

Explosive growth both in usage activity and monetization

Continued international expansion Syndication partnerships

Improving monetization Hiring local ad sales forces Providing ubiquitous device access International expansion

Audio

Relaunched digital radio network in Fall 2011 Rebranded via “iHeartRadio” Aggregates over 800 local radio stations and hundreds of

3rd party stations with focus on personalized radio Key iHeartRadio metrics:

- 15 Million+ active monthly users- 100 Million+ monthly listening hours- 45 Million+ monthly unique digital visitors

60

innovative digital products and services4

OVERVIEW Develop and implement

innovative new digital products

Create, evaluate, and execute new business ideas, new lines of business, and products

CURRENT/POTENTIAL PROJECTS

Mobile applications

Digital album experiences

New digital channels for YouTube

1st ever digital AC/DC product – “AC/DC Pinball Rocks”; features 5 songs, mini-games, and game center integration – on track to sell 200K units by next year

Continuation of Pinball Rocks! franchise after success of Slayer Pinball Rocks!

1st step in evolution of digital music to become an experience

Innovative Jimi Hendrix application provides fully interactive and engaging user experience

250K downloads to date after only 2 months

The future?

• More control• The process from 2006

(web 2.0) on reverse• So we really have to

move now – we are beached!



Denmark


Documents

IASPM Gijon June 28 2013