Mobile and Music: Mobile and Music: “SoLoMo” and Beyond“SoLoMo” and Beyond

Dr Madanmohan RaoDr Madanmohan Rao

Editor, “The Asia-Pacific Internet Handbook”Editor, “The Asia-Pacific Internet Handbook”

http://twitter.com/MadanRaohttp://twitter.com/MadanRao madan@techsparks.commadan@techsparks.com

The World of MusicThe World of Music Music as heritageMusic as heritage Music as entertainmentMusic as entertainment Music as ‘content’Music as ‘content’ Music as serviceMusic as service Music as an eventMusic as an event Music as a mediumMusic as a medium Music as technologyMusic as technology Music as a businessMusic as a business Music and globalisation: ‘cross-overs’ and beyondMusic and globalisation: ‘cross-overs’ and beyond

Quiztime: New Media, New Languages!Quiztime: New Media, New Languages!

Tweeple, tweetups, twitterverse, megatwendTweeple, tweetups, twitterverse, megatwend TextmateTextmate FlirtextatiousFlirtextatious ObseSMSedObseSMSed Textiety, text addictTextiety, text addict The Golden Age of App-ortunity!The Golden Age of App-ortunity!

““The new music community is just that: a The new music community is just that: a community. The culture and technology evolves, community. The culture and technology evolves, but human nature remains consistent. We’re but human nature remains consistent. We’re made to be together, and often; music catalyses made to be together, and often; music catalyses that impulse.”that impulse.”

Kyle BylinKyle Bylin

Live Nation Labs Live Nation Labs

The “8 Cs” of Mobile MediaThe “8 Cs” of Mobile Media

ConnectivityConnectivity ContentContent CommunityCommunity CultureCulture CapacityCapacity CooperationCooperation CommerceCommerce CapitalCapital

From passive listening to From passive listening to companion mediacompanion media

SMSSMS TweetsTweets FacebookFacebook AppsApps Content creationContent creation

Mobile + Social Media: Mobile + Social Media: Spectrum of Activities in MusicSpectrum of Activities in Music

Level I: filter, rate, tag, relayLevel I: filter, rate, tag, relay Level II: social profiling, social networkingLevel II: social profiling, social networking Level III: remix, modify, mashupLevel III: remix, modify, mashup Level IV: compose original content, applicationsLevel IV: compose original content, applications Level V: collaboratively create content, Level V: collaboratively create content,

applicationsapplications Level VI: online + offline (eg. “tweetups”)Level VI: online + offline (eg. “tweetups”)

““Companion Apps”Companion Apps” GetGlue: fans "check in" and let others know what they GetGlue: fans "check in" and let others know what they

are watchingare watching Yap: tweeting, live chats with other fansYap: tweeting, live chats with other fans IntoNow: connects to current on-air showsIntoNow: connects to current on-air shows Miso: plot lines, polls, discussionsMiso: plot lines, polls, discussions Character Chatter: social-messaging platformCharacter Chatter: social-messaging platform HashTag Killer: social media campaignHashTag Killer: social media campaign Club Psych: applies gaming mechanics to the viewer Club Psych: applies gaming mechanics to the viewer

experience.experience.

Network power proportional to # of members,Telecom/broadband density correlates with GDP

Propaganda, Influence,Framing/de-coding,Mobilisation/confrontation,“Foreign factor”

Manuel Castells: two-way “mass self-communication”,Compressor/accelerator/ catalyst/amplifier,Tipping point

Information designMedia reach v/s richnessTaxonomy, ontology, folksonomyUsability, testing; localisation

Cultivation, Gatekeepers, Structural flows of international news, Agenda-setting

Maturity Levels of Maturity Levels of Music Industry and MobilesMusic Industry and Mobiles

Mobile-neutral/phobicMobile-neutral/phobic Mobile-awareMobile-aware Mobile-capableMobile-capable Mobile-centricMobile-centric Mobile-transformedMobile-transformed

Analytics: ‘Big Data’Analytics: ‘Big Data’

Who, when, what, how, how oftenWho, when, what, how, how often Followers, ‘trenders’Followers, ‘trenders’ Genres, topicsGenres, topics Engagement (with host, with each other)Engagement (with host, with each other) Pre-show, post-showPre-show, post-show Traffic from radio to social; social to radioTraffic from radio to social; social to radio Interactions (voting, judging, gossip, circulation, Interactions (voting, judging, gossip, circulation,

creation)creation)

The Monday Morning ChecklistThe Monday Morning Checklist

What are my counterparts and competitors doing?What are my counterparts and competitors doing? What are my success areas, pain points and blind spots What are my success areas, pain points and blind spots

so far?so far? How to integrate the media mix?How to integrate the media mix? Who will run my mobile media strategy?Who will run my mobile media strategy? Should I in-source or out-source?Should I in-source or out-source? What are the risks, how expensive/long is the learning What are the risks, how expensive/long is the learning

curve?curve?

““Music and mobile are fantastic partners.”Music and mobile are fantastic partners.”

Dan RosenDan Rosen

CEO, Australian Recording Industry AssociationCEO, Australian Recording Industry Association

Questions?Questions?

Email: Email: madan@techsparks.commadan@techsparks.comTwitter: Twitter: http://twitter.com/MadanRaohttp://twitter.com/MadanRaoBlogs: Blogs: http://music.techsparks.comhttp://music.techsparks.com