Youth Music Trends

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Following the massive revamp of The Official Charts website and social media, Lauren Kreisler, Brand Manager for The Official Charts Company, discussed the importance of online and social media content and explained who The Official Charts and BPI are. Lauren offered insight into how your students purchase and listen to music, changes in such buying trends, and offered tips on how to predict the next number one.

Text of Youth Music Trends

  • 1. Students. Music. Now.August 2012
  • 2. 2 What is the UK listening to? POP QUIZ TIME!
  • 3. 3 What is the UK listening to? What is the UK listening to in 2012?
  • 4. 4 What is the UK listening to? Q) Biggest selling SINGLE of 2012 so far?
  • 5. 5 What is the UK listening to?What is the UK listening to?Biggest selling single of 2012
  • 6. 6 What is the UK listening to?What is the UK listening to?Top 20 biggest selling singles of 2012
  • 7. 7 What is the UK listening to? Q) Biggest selling ALBUM of 2012?
  • 8. 8 What is the UK listening to?What is the UK listening to?Biggest selling album of 2012
  • 9. 9 What is the UK listening to?What is the UK listening to?Top 20 biggest selling albums of 2012
  • 10. 10 What is the UK listening to? Most STREAMED track in the UK last week?
  • 11. 11 What is the UK listening to?What is the UK listening to?Most streamed track this week
  • 12. 12 What is the UK listening to? Fastest selling single of 2012?
  • 13. 13 What is the UK listening to?What is the UK listening to?Fastest selling single of 2012 Call My Name sold 152,000 copies inits opening week in June
  • 14. Official Charts Company14BackgroundWho is the Official Charts Company? Joint venture between the BPI (the British recorded music industry) and ERA (Entertainment Retailers Association) Responsible for commissioning, marketing, distribution and management of UKs official music and video charts We are the commercial arm of the BPI the revenue we make licensing charts and our database funds the chart compilation process and the work of the BPI e.g fighting piracy, lobbying government on music industry issues etc +
  • 15. 15 BackgroundBackgroundThe Official Charts The only official industry-standard charts Based on pure sales only Based on UKs most comprehensive survey panel 6500 retailers surveyed daily, covering 99% of singles market, 98% of albums and 90% of all video/DVD products Charts licensed to media partners such as Radio 1, MTV, Music Week, The Sun, Kiss, 4Music, Napster and more.
  • 16. 16 Music trends The current UK music market
  • 17. 17 Music industry trendsMusic trendsSingles boom 2011 was biggest year EVER for single sales selling 178m singles (v 48m in 2005) 2012 looking even bigger! Singles market now 99.3% digital Growth of singles sales: 1972 to present (000s) 72 73 74 75 76 77 78 79 80 81 82 83 84 85 86 87 88 89 90 91 92 93 94 95 96 97 98 99 00 01 02 03 04 05 06 07 08 09 10
  • 18. 18 Music industry trendsMusic trendsDigital Albums Growth Digital album sales grew by 27% in 2011
  • 19. 19 Music industry trendsStudent music buying habitsSpend In 2011 UK students spent 125m on recorded Where students buy musicmusic (11.3% of total market) 1.5% 1.4% Students account for 21% of digital singles sold 7.1% Students account for 16% digital albums, 10% Onlinephysical albums HMV 20.1% Independent record stores Supermarket 69.9% Other Which retailers do students choose? iTunes: 30% Amazon: 21.6% HMV: 20.1% 3.9% Less likely to shop at supermarkets, but Asda is the grocer of choice
  • 20. 20 Music industry trendsMusic trendsGrowth of streaming In 2011 the UK streaming market was worth 34.7m In 2012 streaming revenues are up 40% Subscription-based services e.g Spotify up 93% YOYLaunch of Official Streaming Chart Launched May 2012 Top 100 chart based on audio streams from Spotify, Deezer,We7 and more Streaming doesnt count towards Official Singles Chart Difference - measures listening rather than buying, soreveals true longevity track in a fans life
  • 21. 21 Official Charts Company repositionedRepositioning theOfficial Charts CompanyRoadmap Brand strategy review back in February 2011 Opportunity exists to move into the consumer space New brand identity and brand new consumer-facing digital platformlaunched October 2011 60th anniversary of the Official Singles Chart in 2012But first, This is what we previously had Old branding
  • 22. 22 Official Charts Company repositionedNew brand identitySo far. Create new brand identity The Official Charts arrow kitemark:- Displayed alongside all editorial/programming data compiled by the Official Charts Company including MTVs Official UK Top 40.
  • 23. 23 Where the Official Charts Company kitemark appears - examples
  • 24. 24 Official Charts Company repositioned An entertainment brand is more than just a logo
  • 25. 25 Official Charts Company repositionedDeveloping a consumer brand Official Charts PRODUCTS Official Charts Official Charts CONTENT EXPERIENCES