IASPM Gijon June 28 2013
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Transcript of 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.
IASPMGijon June 28 2013
Henrik Smith-SivertsenThe Royal Library
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
IASPMGijon June 28 2013
Henrik Smith-SivertsenThe Royal Library
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•All the people living for today
IASPMGijon June 28 2013
Henrik Smith-SivertsenThe Royal Library
Denmark
“Fish don't know water exists till beached “ Documentation of music production, distribution and consumption in the age of streaming.
All the people living for today
IASPMGijon June 28 2013
Henrik Smith-SivertsenThe Royal Library
Denmark
“Fish don't know water exists till beached “ Documentation of music production, distribution and consumption in the age of streaming.
All the people living for today•No digital sources
IASPMGijon June 28 2013
Henrik Smith-SivertsenThe Royal Library
Denmark
“Fish don't know water exists till beached “ Documentation of music production, distribution and consumption in the age of streaming.
All the people living for today•No digital sources•No past or history (apart from what is online)
IASPMGijon June 28 2013
Henrik Smith-SivertsenThe Royal Library
Denmark
“Fish don't know water exists till beached “ Documentation of music production, distribution and consumption in the age of streaming.
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
IASPMGijon June 28 2013
Henrik Smith-SivertsenThe Royal Library
Denmark
“Fish don't know water exists till beached “ Documentation of music production, distribution and consumption in the age of streaming.
IASPMGijon June 28 2013
Henrik Smith-SivertsenThe Royal Library
Denmark
“Fish don't know water exists till beached “ Documentation of music production, distribution and consumption in the age of streaming.
•Fine descriptions and understandings of what has happened
IASPMGijon June 28 2013
Henrik Smith-SivertsenThe Royal Library
Denmark
“Fish don't know water exists till beached “ Documentation of music production, distribution and consumption in the age of streaming.
•Fine descriptions and understandings of what has happened•But often no chances of checking if she is right…
IASPMGijon June 28 2013
Henrik Smith-SivertsenThe Royal Library
Denmark
“Fish don't know water exists till beached “ Documentation of music production, distribution and consumption in the age of streaming.
•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
Has the digital music revolution been saved?
My conclusion: NO!
The project
Has the digital music revolution been saved?
The digital music revolution
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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%
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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
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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
Social media and streaming:
•New distribution forms•New ways of communicating with the audience
Social media and streaming:
•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”)
Social media and streaming:
•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
Social media and streaming:
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?
We are in deep trouble
But we have saved more than most
The conclusion?
We are in deep trouble
But we have saved more than most
So we all are in deep trouble
The conclusion?
We are in deep trouble
But we have saved more than most
So we all are in deep trouble
So please support (and challenge) your librarians
The future?
The future?According to Sony Music:
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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
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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
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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
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the next generation of music
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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
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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
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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
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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
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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!
IASPMGijon June 28 2013
Henrik Smith-SivertsenThe Royal Library
Denmark
“Fish don't know water exists till beached “ Documentation of music production, distribution and consumption in the age of streaming.