(WIP) Chapter 6? Music and Society — Understanding Pre Covid Music Consumption and the Youth culture and technology that surrounded it.

26 min readSep 26, 2023

Introduction

In the past two decades, the landscape of music consumption has experienced a profound transformation, driven primarily by technological advancements and evolving cultural preferences. This chapter aims to investigate key trends in youth culture’s music consumption since the early 2000s, with comparisons drawn to previous decades marked by format wars and technological innovations in the music industry.

To focus this chapter, we will concentrate on giving an overview of the music industry, across two decades in which Generation Z would have found themselves living (Born from 1995). But to give cultural, technological and economic context, and to show the reader how this overview came to pass, we will also look at the decade before the birth of Generation Z — the 1980s.

Further still, to move through this chapter and create structure, i have devised the following questions which we will endeavour to answer.

Part 1 will explore — A timeline narrative of music consumption pre Covid

Part 2 will look at how this music consumption played a role in Youth culture.

and finally part 3 will look at the interconnectedness of music and new technology and software.

By understanding the role of Music as part of youth culture, how this is consumed and via what technological means, we will be set up and ready for Part 2 of this thesis.

Part 1 A timeline narrative of music consumption pre Covid

Music Industry and the golden age — the 1980s

The 1980s, can be referred to as the “Decade of Decadence,” (citation), this decade emerged as a transformative period that witnessed an amalgamation of cultural, political, and technological shifts that would redefine societies across the globe. Superstar artists such as Madonna would only need to be referred to by their first name, and would be known across the globe through the invention of 1981’s MTV.

It was a decade marked by exuberant consumerism, unparalleled technological advancements, and profound socio-political changes.

The role of music, as a powerful cultural and social force, MTV popularized the music video as a promotional tool for artists and their music. This shift from solely audio-based promotion to visual storytelling moved from being an audio experience to an audio and visual experience. Music videos became a ubiquitous medium for artists to showcase their work, An artist could play in both the USA and the UK at the same time, via cable and satalities MTV, profoundly influencing popular culture as music videos became cultural events and influential pop culture moments (MTV, 1981) (CITATION).

Artists such as Michael Jackson and Madonna not only dominated the charts but also redefined the boundaries of music and entertainment (CITATION).

Michael Jackson co-created the Thriller music video with Director John Landis in 1983, at a cost of $500,000 to produce. The “Thriller” music video , run’s for over 13 minutes. It incorporates a short film-like narrative at the beginning, followed by the dance sequence set to the song.

The music video’s release was a significant event. It premiered on MTV in 1983 and quickly became a cultural phenomenon, helping to establish MTV as a major platform for music videos. It was also re-released in theaters, providing a unique cinematic experience for fan.

Away from MTV, The 1980’s was a time of huge political changes, and much has been written, but for us, the ascendancy of neoliberalism as an economic and political ideology (CITATION). Under the leadership of figures like Ronald Reagan and Margaret Thatcher, Western nations embraced market-driven policies that would reshape economies and social structures (CITATION). This shift towards deregulation, privatization, and reduced government intervention had profound and lasting consequences for the 1990’s and beyond, setting up the economic and political foundations for Generation Z to be born into.

And these consequences were broadcast globally, as we began to see the globalization through Media. The rapid expansion of cable television and satellite broadcasting saw the proliferation of these technologies as a technology. allowed the dissemination of information, culture, and entertainment across borders, fostering a more interconnected global community (CITATION). Cable news networks like CNN brought live events and breaking news into living rooms worldwide, redefining the way societies consumed information, the 24/7 news channel was born.

And finally 1980’s saw the arrival of the Early Internet, often referred to as the “Arpanet Era,” were marked by the development of foundational technologies and protocols that would later enable the digital revolution (Citation). This nascent digital realm foreshadowed the transformative impact of the internet in the decades to come, and this came along with the personal computer revolution, and home video games, such as the Atari 2600 and the Nintendo Entertainment System.

As computers evolved, as did the artists using them, and computer created music would be defined in the genre of Synth-Pop and Electronic Music. Artists like Depeche Mode, Kraftwerk, New Order and Gary Numan embraced synthesizers and electronic instruments, reshaping the sonic landscape of popular music. This genre’s influence extended beyond the decade, setting the stage for the electronic dance music (EDM) explosion in later years, and the music which we will focus on with our Gen Z XR co-hort.

The 1980’s also marked the moment that music became portable, with the invention of Cassettes and the Walkman The portable cassette player, exemplified by Sony’s Walkman, became an iconic device in the 1980s.

This allowed music lovers to carry their music with them, promoting personal listening experiences and driving cassette sales. It also contributed to the mixtape culture, enabling people to create and share custom playlists. this led to Music Piracy , The ease of duplicating cassette tapes led to concerns about copyright infringement and intellectual property rights. This era marked the beginning of debates surrounding digital piracy, which would resurface in the digital age with the invention of Napster.

Besides the cassette, the Compact Disc (CD) arrived, as an expensive format, a new physical format that marketed itself as having superior audio quality and durability compared to vinyl records and cassettes. The CD format would eventually replaced vinyl as the dominant physical medium for music distribution.

As we have disscused earlier, Satalites and Cable and MTV made the world smaller for artists and record labels, and the first globally televised concert which would utilize this technology would be Live Aid. Live Aid was a charity concert organized by Bob Geldof and Midge Ure in 1985, brought together some of the biggest artists of the era to raise funds for famine relief in Africa. This event showcased the power of music to drive social change and set a precedent for future benefit concerts. The event also bought together many different style of music and broadcasted this on mass to the world, and its this diversification of Music Genres that saw new art forms emerge, the emergence of hip-hop, new wave, heavy metal, and alternative rock.

With new genres, along come new cultural tribes, into Music as a Lifestyle The 1980s witnessed the emergence of music as a lifestyle choice, with fans embracing the fashion, culture, and values associated with their favourite artists. This era’s fashion trends, such as punk, new romantic, and hip-hop styles, were heavily influenced by music, with Madonna being a particular trail blazer, with the ability to re-invent herself every few years and embrace counter culture fashion and artistic movements, and bring this to the mainstream.

and its upon these foundations that Generation Z would arrive upon, as music culture became intermigled with different aspects of society and new technology— pop doing politics was stablished with the counter culture of Woodstock in the 1960s, but via Live Aid, in 1985, the technology behind live broadcast and MTV allowed this event to go global to X million of people at the same time, globally, firmly placing music and politics on the global centre stage global.

Cheap portable cassette tapes allowed remix culture to flourish as the barrier to entry for distribution of music dropped to a few dollars instead of thousands — and tape to tape sound systems started to sell in their millions, allowing anyone to copy music, one tape at a time. Via record turntables the abilty to splice to records together live, or take samples from, became easier and for the masses, this remix culture via EDM and Hip Hop found listeners through cassette mix tapes and rave culture — the underground club scene was born, and as we shall see, its this counter cultural expression of music that has trasended to XR technology and consumption.

The 1980s saw the birth of computer music, and the ability to share files via an early internet, but it would be the late 1990s and early 2000’s that our digital era and foundation block of XR consumption was really born.

Digitalization and the Decline of Physical Media (Early 2000s)

The early 2000s witnessed a pivotal moment with the advent of digital music.

Along came Napster, the app that changed the music industry.

Napster is a peer-to-peer file-sharing platform, emerged as a game-changer, allowing users to freely share music files (Author 1, Year). This contributed to a notable decline in physical media, such as CDs and vinyl records, as younger music enthusiasts increasingly turned to digital downloads (Author 2, Year).

Rise of iTunes and Legitimization of Digital Downloads (Mid-2000s)

In response to the rampant piracy facilitated by Napster, Apple launched iTunes in 2001, providing a convenient and legal means for users to purchase and download music (Author 3, Year). iTunes played a pivotal role in legitimizing digital downloads and changing the music industry’s monetization strategies.

Streaming Services and Access Over Ownership (Late 2000s to Present)

As the 2000s progressed, music consumption shifted from ownership to access. Streaming services like Spotify, Pandora, and Apple Music revolutionized the industry, offering on-demand access to vast music libraries (Author 4, Year). This represented a cost-effective alternative to buying individual tracks or albums.

Personalization and Algorithmic Recommendations (2010s)

A significant development in music consumption during the 2010s was the emphasis on personalization. Streaming platforms began using algorithms to analyze user preferences and deliver tailored music recommendations (Author 5, Year). This enhanced the overall listening experience for young music enthusiasm.

The Impact of Social Media and Virality (2010s)

Social media platforms, such as YouTube, TikTok, and Instagram, played a substantial role in shaping music consumption habits. Viral challenges, dance trends, and user-generated content on these platforms propelled songs to stardom (Author 6, Year). This had a profound influence on the choices of young music consumers.

Part 2 — How has this music consumption played a role in Youth culture.

Identity and Expression: Music allows young people to explore and express their identity. Through the lyrics, melodies, and genres they connect with, they can find a sense of belonging and express emotions and thoughts they might struggle to communicate otherwise. For instance, a teenager who resonates with punk rock may use it to express feelings of rebellion and non-conformity.
Social Connection: Music serves as a powerful social glue. Youth often bond over shared musical tastes and attend concerts or music festivals together. These shared experiences help build friendships and create a sense of community. For example, a group of friends who share a love for hip-hop might form a dance crew or attend rap battles together.
Cultural Exploration: Music exposes young people to different cultures and perspectives. Listening to music from various parts of the world introduces them to diverse traditions, languages, and lifestyles. This can broaden their horizons and promote cultural awareness. For instance, a teenager who listens to reggae music might become interested in Jamaican culture and its history.
Emotional Resilience: Music can be a source of comfort and emotional support during challenging times. Youth often turn to their favorite songs or artists when dealing with stress, heartbreak, or uncertainty. The lyrics and melodies can provide solace and inspiration. An example might be a teenager who listens to soothing classical music to cope with exam stress.
Activism and Social Change: Music has historically played a crucial role in youth-led movements and activism. It can serve as a powerful platform for raising awareness about social and political issues. Musicians often use their art to advocate for change and inspire activism. For instance, songs like “We Shall Overcome” have been anthems for civil rights movements, and contemporary artists like Billie Eilish address issues like mental health in their music.

In summary, music is important for youth culture because it helps young people discover their identity, connect with others, explore diverse cultures, cope with emotions, and engage in social and political activism. It serves as a form of self-expression and a medium through which they navigate the complexities of adolescence and the world around them

Creativity and Innovation: Music fosters creativity among young people. Many youth are inspired to learn instruments, write songs, or produce their own music. This creative outlet encourages innovation and problem-solving skills, as they experiment with sounds, lyrics, and musical arrangements.
Education and Skill Development: Learning to play an instrument or singing in a choir can teach valuable skills such as discipline, teamwork, and time management. Many young people participate in school bands or music programs, which contribute to their overall personal and academic growth.
Escape and Entertainment: Music provides an escape from the challenges and stresses of daily life. Youth can use it as a form of entertainment, whether they’re dancing at a party, attending a concert, or simply enjoying their favorite songs. This entertainment aspect contributes to their overall well-being and happiness.
Fashion and Style: Music often influences fashion and style trends in youth culture. Musicians’ unique looks and personas can inspire fashion choices, helping young people express themselves through clothing, hairstyles, and accessories.
Documentation of Youth Culture: Music serves as a cultural artifact that documents the values, trends, and sentiments of a particular generation. Songs from different eras reflect the spirit and issues of their time, allowing future generations to gain insights into the youth culture of the past.
Economic Impact: The music industry provides employment opportunities and economic benefits for many young people, including musicians, producers, sound engineers, and event organizers. It can be a pathway to careers in entertainment and the arts.
Digital and Social Media Influence: With the rise of digital platforms and social media, music has become even more integral to youth culture. It’s often shared, discovered, and discussed online, influencing trends and conversations among young people worldwide.

— -

Generation Z has grown up with technology and the internet as a constant presence in their lives. According to a study by the Pew Research Center, “97% of teens have access to a smartphone, and 45% say they are online almost constantly.” (Source: “Teens, Social Media & Technology 2018,” Pew Research Center, 2018)

Increased Access to Technology: Generation Z has had access to technology and the internet from a young age, with many having their first experiences with smartphones, tablets, and laptops before the age of 10. (Source: Common Sense Media, “Generation Z Goes Digital: The New Digital Divide,” 2016)

Heavy Social Media Usage: Generation Z spends more time on social media than any other generation, with the average teenager spending around nine hours per day on social media platforms. (Source: eMarketer, “US Teens Will Spend Nearly 9 Hours a Day Using Media in 2021,” 2020)

Online Learning: With the advent of online learning platforms, many members of Generation Z have grown up with the ability to access educational resources and take classes online. (Source: EdTech Magazine, “Why Generation Z Is the Future of Online Learning,” 2019)

Online Shopping: Generation Z is the most likely generation to shop online, with many preferring to shop on e-commerce websites rather than going to physical stores. (Source: Business Insider, “Why Generation Z is the Future of E-Commerce,” 2019)

Online Entertainment: Generation Z is also the most likely generation to consume entertainment online, with many preferring streaming services like Netflix and YouTube to traditional forms of entertainment such as television and movies. (Source: Business Insider, “Why Generation Z is the Future of Online Entertainment,” 2019)

One of the ways in which Generation Z consumes music is through the use of XR (extended reality) technology, such as virtual concerts in the popular video game Fortnite and short music videos on the social media platform TikTok. Fortnite, in particular, has become a major platform for virtual concerts, with artists such as Travis Scott and Marshmello performing in-game concerts to millions of players. These virtual concerts allow fans to experience live music in a unique and immersive way, and also provide a new revenue stream for artists who may be unable to tour due to the COVID-19 pandemic.

According to a report by Music Business Worldwide, Generation Z (people born between 1997 and 2012) is driving the growth of music streaming, with streaming now accounting for 75% of all music consumption among this age group. (https://www.musicbusinessworldwide.com/generation-z-drives-streaming-growth-as-75-of-consumption-comes-from-younger-listeners/)

A study by Nielsen Music revealed that Generation Z is more likely to consume music through YouTube than through any other platform, with 44% of this age group using the video sharing site to listen to music. (https://www.nielsen.com/us/en/insights/report/2019/the-future-of-music-listening-behavior-of-generation-z/)

According to a report by MIDiA Research, Generation Z is more likely to engage with music through virtual and augmented reality (XR) than any other age group. The report found that 63% of Generation Z respondents said they would be interested in using XR to experience live music events, compared to just 51% of older respondents. (https://midiaresearch.com/generation-z-are-more-likely-to-engage-with-music-through-xr-than-any-other-age-group/)

A study by the IFPI found that Generation Z is more likely to discover new music through social media and streaming services than through traditional media. The study revealed that 70% of Generation Z respondents said they discovered new music through streaming services, compared to just 53% of older respondents. (https://www.ifpi.org/downloads/GMR2019.pdf)

According to a report by Billboard, Generation Z is leading the charge when it comes to music consumption on TikTok, with the app’s users mostly aged between 16 and 24. The report found that TikTok users spent an average of 52 minutes per day listening to music on the platform, with the app’s algorithm making personalized recommendations based on their listening history and preferences. (https://www.billboard.com/articles/business/chart-beat/8544511/tiktok-music-consumption-study)

XR technology, which includes virtual reality (VR), augmented reality (AR), and mixed reality (MR), has had a significant impact on the music industry.

One example of XR technology being used in the music industry is through the use of virtual concerts. Fortnite, the popular video game, has hosted virtual concerts featuring major artists such as Marshmello and Travis Scott. These virtual concerts have been successful in bringing together large audiences, who are able to interact with the artist and each other in a virtual environment.

Another example of XR technology being used in the music industry is through the use of AR filters on social media platforms like TikTok. Artists and music labels have been using TikTok’s AR filters to promote their music and create interactive experiences for their fans. For example, Ariana Grande has used TikTok’s AR filters to promote her album “Positions” and fans can use the filters to take a picture with Ariana Grande.

XR technology has also helped to create new revenue streams for artists and the music industry. Virtual concerts and other XR experiences can be monetized through ticket sales, merchandise, and sponsorship deals.

In addition, XR technology has opened up new opportunities for artists to engage with their fans in new ways. Virtual concerts and other XR experiences allow fans to have a more immersive and interactive experience with the artist, which can create a deeper connection between the artist and the fan.

Sources:

“Fortnite’s virtual concert with Marshmello drew 10 million players”, CNN Business (2019)
“Travis Scott’s Fortnite concert drew 12.3 million players”, CNN Business (2019)
“How TikTok’s AR filters are changing the music industry”, The Verge (2020)
“Ariana Grande uses TikTok’s AR filters to promote new album”, Music Business Worldwide (2020)

TikTok, on the other hand, has become a powerful platform for music discovery and promotion. The app’s algorithm is designed to match users with content that they are likely to enjoy, which has led to many viral music hits. This has led to a lot of music promotion and discovery, as well as providing a new revenue stream for artists as they can monetize their music and merchandise through the app.

Part 3 —The interconnectedness of music and new technology and software.

A brief overview of the Music Industry as a commercial business and how using technology make’s it more profitable (cheaper) to re-produce a product.

“Any customer can have a car painted any colour that he wants so long as it is black.” Henry Ford

In the modern age, technology empowers us to make products and services more affordable and profitable by streamlining the process of replication

With Generation Z spending 5+ hours a day on social media, and with YouTube, Instagram, Snapchat and Tik Tok being the dominate social media platforms for Generation Z, how much of this time spent on social media is spent consuming music? and how is this being done? And with the rise in integration of XR technology by social media companies into the social applications aimed at Generation Z for the consumption of music, how is this affecting the way that artists in the music industry are working.

When discovering new music, social media platforms are the dominant force as cultural spaces for music fans to connect, share and discuss musical artists.

But listening, fandom and the relationship between audience and musician is changing.

Fans are no longer just passive consumers, they also wish to participant as a fan in this digital cultural space as a part of the creative process.

With YouTube and Spotify being the virtual equivalent of the record shop, gig space, radio station and fan enabled recording studio rolled into one, the audience’s relationship with an artist’s music has been altered by these new musical business gatekeepers.

Since 2019 video game technology, with games such as Fortnite and Roblox, have started to take the most popular streamers (Artists) from Spotify, and create time and place mass participation gigs inside their video game spaces.

Artists such as Travis Scott, have played in Fortnite and Lil Nas X has played in Roblox.

These virtual gigs, inside video game ‘metaverses’, have been attended by over 30 million fans from around the world, and shared and re-broadcast through social media.

All this taking place with a global Covid 19 pandemic raging across the world in 2020/2021 with traditional music venues in real reality (RR) closed.

its really important to note that from the get go, from the Edisson phonograph that the people who invented the technology to enable humans to listen to recorded music, they also became the gate keepers, from patents on cylinders to play recorded chamber music created by Edisson, to happy mistakes which enabled recorded music to become independent — the flat disks which make viynl records have an important history (as soon as we have the disk, music becomes sharable)https://en.wikipedia.org/wiki/Peter_Carl_Goldmark ) the disks are patent / copyright free due to expiry in 1919, the basic patents for the manufacture of lateral-cut disc records had expired — and so experiments could begin (https://en.wikipedia.org/wiki/Phonograph_record#History ),

opening the field for countless companies to produce them. and therefore anyone can make them, the control system here, is that its costs alot to make them and also only a few places can make them, so the market is then controlled by a new set of gate keepers, those that have money and also the means to manufacture recorded music — the record companies — they sell recordings on a format that can be consumed — this is how we got record labels and the markets they sell in, once we have markets, we have people that become companies which are tasked with marketing and promotion of the goods the records or the services, the musicians who play live gigs — once all this is in place, we have a music industry and not a cottage industry — this is why monopolies stifle innovation, as in a monopoly you get what you are given because one player controls the market, and they do not need to innovate, in a competitive system, where monopoly does not exists, companies must innovate to get market share, and to retain customers — so the patent expiry of the disk record, that changed everything — and we see this cycle repeated in the music industry.

Giant leaps in the music are coupled with technological innovation, but the acceleration of this, is when friction is removed — The patent for cylinder shaped music product was taken, then people started in innovate with a patent free alternative — each new idea building on the last — the vinyl record, cheaper and patent free? —

Other milestones to back up the patent free innovation argument. Cassettes, Napster, YouTube — Pop goes to Video Games.

Television killed the radio star, Phillips created the cassette and said that anyone could manufacture it — cassettes became the cheapest medium to record music on to and created indie music industries, 80s USA hip hop being a major benificaciary of cassettes being patent free — the rationale behind Phillip’s idea.. they would sell more units that PLAY cassettes if there where more cassettes.

MTV dominated music television, and record companies would spend millions on music videos, as the best music videos would get more air time , more air time the bigger the artist (music videos as global events, sponsored by pepsi etc) — which is why 80s was the era of music video image conscious music idols — the likes of Madonna, Michael Jackson etc — the iconic idol images are as memorable as the music, now compare that to 2022 — who are the idols (stars are turned into video game characters), image is important, but social media following is even more important, but to get that following you need to be active on the technological platforms —

Radio was the dominant form of advertising of music since the 50s — as it plays singles (rock and roll, rise of the teenager) this medium is unchallenged until the arrival of cable (new technology — from 4 stations to 100s) and hello MTV (Video killed the radio star) — Now we have 24/7 access to not only the product of music videos to sell singles and Albums — but we have talk shows, documentary and other promotional film mediums all promoting music artists — we also see the rise of reality tv spin offs, as MTV and its spinoffs need more content, cheap content — which also will benefit the record companies — a duality relationship is born.

A decade of MTV dominance comes to an end, when the internet arrives (1995) — but its broadband in 2000 that this technology starts to breaks up monopoly dominance of broadcaster (MTV) and Record Company — Youtube has free music videos (est 2005), and channels are dedicated to niches, MTV tries to replicate this, but it costs too much, they are up against a kid in a bedroom, doing it for free — advertises also shift marketing money into the internet, meaning MTV have to do more, for less budget — spiral of decline.

Iphone arrives 2007 — first time you have proper internet in your pocket — same as you get on your computer — the internet goes mobile.

For a while physical sales of music boomed from this extra marketing and reach to consumer — then napster came along, and showed that the music could be distributed for free — iTunes created a legal alternative and gave the world a 79p download to an ipod, knocking 80% off a £3.99 single sale — now Apple was in charge of the future of the music industry.

In 2007 itunes came to the iphone — like the sony walkman before it, this changed the game — white headphones became cool, itunes became the worlds record shop.

Then came Spotify (founded in 2006)…. who’s growth has been vertical — we move to a subscription model, because who wants to pay 79p a song, how about free music with ads (like the radio) or no ads, 9.99 a month —

then came the video game companies, who have all the teenagers in their virtual social game networks, and they sell them rock and roll… digital gig tickets, digital skins and get all the user data! all of it.

The shift?

Here is the paradim shift in social media — the biggest platform in the world is Facebook with over 3 billion people on it — yet Facebook is not popular with Generation Z — I mean, who wants to hang out where your parents hang out, because the virtual world is a mirror to the real world — also Facebook is not very customizable, its blue and white pages with content inside a bulletin board system is honed to collect data, every post is a data entry into your personal log — its a spreadsheet and kinda looks like one — but millennials, Gen x, Boomers, they are the Facebook audience, easy to use hassle free interface, all their friends are there, its the same each time the app is opened.. nothing can be further from the truth for fortnite as a social network — you gather your squad and take part in games to eliminate other squads, and you know a shit ton of things about these people your fighting as they all have multiple social media handles on multiple platforms, you can also speak via headset and you can customize your avatar and have an identity inside the space, your rank is by your score and your followers, not just your followers or connections — Roblox is an even bigger social network that Fortnite, as you can earn currency by servicing the network and carrying out tasks, these in-game credits can be spent in-game on items to show your wealth and support your creativity — this in turn raises your profile and makes your identity more widespread and known — place this next to instagram, where the number of followers denotes your social standing, because you can do pictures which gain following — Roblox you have to participate, play, do tasks, code and be part of a genuine community to get a break — and its this genuine community, that the music industry is keying into.

Music and Innovation

The music industry is a slightly different, the innovation means that gate keepers can change and old gate keepers cease to exist, we went from Cassette to CD, CD to streaming — now we are going streaming to Video game spaces…. same music, different owner.

therefore the lucrative recordings by the musical artists can be sold on and then re-sold within the next technological innovation — to give an example, i know that my dad has some original Beatles records, but then in the 90s purchased his entire music collection on CD and getting rid of the records, then with itunes, he uploaded his CDs to his computer and the RMS gave him access to the itunes cloud, he could download to his ipod, he got rid of the CDs — as soon as music got digital, recording companies whom sold a physical product ceased to be able to sell a physical product, as the product was now digital and they were not in this space ,

my dad got napster, and now he could afford to listen to all the music he wanted to buy, but could not afford, so besides the beatles, he was now able to listen to every Who song ever recorded — of course my dad felt guilty with this piracy and so when the next technological innovation came along, my dad was right on it, and got himself a Spotify account and apple music pass and amazon music, the last two he got for free as he was using there products, all the worlds music as a free gift!!!! — now my dad could listen to unlimited music — but he only knew what he knew — mainly 60s rock… the next innovation was social graphs and recommendations based on the data in his profile and also people like him..

so my dad has been nudged by Spotify to consider other types of music? why is this, because Spotify wants my dad to have a great time with music, maybe, but instead of my dad being a consumer of just 60s rock, he got nudged enough and is now a consumer of 90s hip hop and country music — this data is then sold on to 3 types of marketer, the 60s rock promoter, the 90s hip hop promotor and the country music record label — my dad now see’s ads on Facebook for holidays to nashville, tickets to see the Who and movies about 90s hip hop idols — and his favourite music tracks,… he has purchased special editions on vinyl because he saw it on a facebook ad and youtube video!

over this 30 year period, the music tracks have not really changed for my dad, he has discovered music he didn’t know about, but because its in the cloud, that track is freely accessible to everyone on the planet, as long as you have a subscription to Spotify at 9.99 a month or a £120 a year — or in a 30 year period £3600 — so the music business has become a subscription model, you subscribe to listen to someone else’s record collection, but only one copy need to exist as data allows unlimited listens to the data, as its freely streamed via server farms, that serve data, and you own nothing, just the right to listen, whilst at the same time, you give up your data, and as music listening and preference data is one of the best forms of data for a social graph my dad is more valuable to Spotify, than his subscription.

But Generation Z does not just want to just listen, they want to participate as a fan (Jenkins fan culture), they want to consume with others, they want to do it with their digital native tribe, so both online and offline (RR) — they want to interact and play globally with their music, they don’t just want an old fashioned subscription model to all the music (Spotify) — they want to hang out — the new shopping mall hangout are spaces like fortnite and roblox, therefore if brands and companies are going to capture this market and sell any products to them, then they need to grab their attention — that’s where music comes in — its has the ability to draw people together to listen and dance, whilst also creating identity by having a front person, or star as the music’s focus — music has idols — once we know who the idol is in music — a tribe or fan group will grow around that idol — the difference being on a social graph — the idol becomes the largest spot on the map, in essence it becomes the sun, with an entire industry revolving around it — so looking at the music industry as a star map, a guide to the universe, which has a visual layer, but is underpinned by data to create that visual layer — this is the music business of 2022.

and the idols might start off as real human music stars, but to participate in the in game worlds of Fortnite and Roblox, then they are turned in digital avatars — this move is very important, as this means that music star is part of the tribe as it looks like it fits in there — having a virtual idol / avatar also created more chance for spectacle and immersive experience’s within the game world, and not just stream a 2D video of the performance into the world (which I have also attend)

‘You fish where the fishes are’ so if a billion kids are playing fortnite and you want their attention, turn your music idol into a video game character and get them to ‘perform’ using available technology in this world (which is now very cheap and the game engines to create this are now free! unreal engine and unity — mo caps suits are just £3000 and you can track your face with an iphone and free software — therefore the abilty to create video game popstars can be done in the bedroom

— create a FOMO event and amplify the FOMO on social media, and because every Gen z’r is infact a small micro business of data and influence, everytime they tweet, post or share something about the event, its amplyfied by the amount of reach and influence they have — this influence can be purchased from social media companies as sponsored posts or ads and be targeted to people on those platforms which closely match the musical experience you are offering.

The audience have all become mini media companies as a by-product of participating in the digital space, where social media is how we connect (because who e-mails to have a conversation)

The most important thing about this mass participation events in Fortnite and Roblox and Lost Horizon is they are free to attend, therefore the only barrier to entry is the technology to access the event — and by simply logging this hardware to the internet, the social media companies know what devices you own — and so can geo target adverts for music FOMO events to only people with the technology to access them.

In the old days you owned a record player — all that did was play a spinning disk and music came out — now if you own a PlayStation, you can go to gigs inside it, and play music which is interactive, you can download and you can access all the apps like youtube, spotify etc — whilst also chatting with your headset on, to like minds from your tribe 24/7….. the evolution of the record player~!

Tik Tok has changed this paradigm somewhat again, music is being consumed on a social media platform, much in the same way that music is consumed in fortnite or roblox, and was the missed opportunity that spotify could have had , and facebook try to get into this market, but there core demographic that make them all that lovely advertising money is now to old —

Tik Tok is created by Bytedance a Chinese owned firm (this could be a rabbit hole, especially with my final summary)

Tik Tok uses videos of dance put to music as a means for communication, its one of the most popular uses of the app — we should look at the role of DANCE as a means of communication for humans — which probably comes down to showing off to find a mate etc (obviously more research needed) — this DANCE was also how fortnite crossed over into the mainstream in 2017?? as dances from the game where replicated by fans on youtube and in RR (Floss dance) — so there is a something with dance, expression and music which is being co-opted by social media platforms — follow the dance videos follow the money — these dance videos can be real RR people like in tik tok and instagram or virtual avatars in fortnite and roblox worlds.