Published on March 14, 2009
MUSIC PASSION IS AT AN ALL TIME HIGH ...
93% OF ASIAN YOUTH ARE PASSIONATE ABOUT MUSIC ... SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries
1% OF ASIAN YOUTH “HATE” MUSIC ... SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries
80% LOCAL 20% IMPORT
66% ARE LISTENING TO MORE MUSIC NOW THAT IT’S DIGITAL SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries
46% THINK THAT ALL THEIR MUSIC WILL BE DIGITAL IN THE FUTURE SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries
BUT ARE THEY PAYING?
DIDN’T PAY TO DOWNLOAD MUSIC (% PAST MONTH)
Seeking World Record, Pirate Bay Claims 22 Million Users
ALBUM SALES TREND 12 10 8 6 4 2 0 2000 2002 2004 2006 NIELSEN SOUNDSCAN
Wanting to disconnect people because they download music is wrong. Criminalizing 90% of the population because of a lack of a new model to serve them is wrong. Exploiting market weaknesses to withhold music licens- es is wrong, and so is ruthlessly capitalizing on one’s market position Using copyright as an excuse to extort the users and the organizations that serve them is wrong
HOW ABOUT LIVE MUSIC? (% WENT TO CONCERT RECENTLY) 2007 18% 36% 2008 SOURCE: MTV Music Matters Research (Synovate, TNS). 12 Countries
Paradigm shift in the business models
Network to Networked
From ownership to axes
Nokia Comes With Music
With SIRIUS Satellite Radio, you can listen to what you want, when you want, wherever you are.
Flat rate is just the beginning
We are heading in to a service economy Products get more and more subsidise. Product loses there value Consumers value experiences
CONTENT EXPLOSION RISING MUSIC PASSION LOCAL PREVAILS DIGITAL CONTENT MOBILE TAKES OFF CONCERTS EMERGE
50% HAVE DOWNLOADED MUSIC TO THEIR PHONE RECENTLY 74% WANT TO REPLACE THEIR MP3 WITH A MUSIC PHONE 78% WANT THE MUSIC INDUSTRY TO HELP THEM GET MORE DIGITAL MUSIC 73% WANT TELCOS AND MUSIC LABELS TO WORK TOGETHER MORE CLOSELY
URBAN ASIANS. 12 MARKETS. 15-34 HEADLINES 1. MORE PEOPLE ARE LOVING MUSIC 2. MORE ARE LISTENING TO MORE MUSIC 3. IT’S ALL GOING DIGITAL, FAST 4. IT’S ALL GOING MOBILE, FASTER 5. BUT IT REMAINS FREE, FOR MANY
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