What can we learn from a new generation of music fans?
Remember the good old days of timing music countdown charts on radio to tape and re-tape your favourite songs? The pencil-cassette-celltape relationship? We broke numerous copyright laws,but it was such a dedicated fan affair!
The internet has since become an even more disruptive model for the traditional copyright music business model, but there have been disruptive fan experience models throughout history.
Sheet music,for instance, was fashionable in the mid 19th century, everyone was an amateur musician. Music industry executives worried about this trend; they figured that if everyone could buy sheet music and play it in their homes, this would affect the live music industry.
Enters the gramophone. The sheet music industry then gets worried. If everyone can buy records and listen to their favourite star singing, then no one will buy sheet music, and the sheet music industry will surely die.
Radio gets popular. The recording music industry then worries that if everyone can listen to music for free in their own homes via radio, then this will surely mean the death of the record industry,
TV comes along. The radio industry gets distressed, figuring that if people can watch singing/dancing performances in their sitting rooms, it would surely man the death of the radio industry.
In sharing our experience, we amplify it, relive it. Musical experience trends seem to be moving from the tangible to the intangible. The fan is now in control. Everyone can be a broadcaster, journalist, remixer...we all have a role to play in the musical experience.
What would happen if we put the experience of the music fan at the forefront of every strategic music decision that we made? '
Leena Sowambur explores these and more fan experience insights in this TEDx Talk:
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