analysis of personal music industry, looking at customer journey mapping, personas and industry standards, taking youtube and spotify as industry disruptors, and giving innovative ideas for future.
13. I want to
know
more
about
this artist
Nice
melody
What’s the
title of this
song?
I am
going to
listen to
this a lot
what does mark feel, think and do?
1. HEARING 2.TAKING
INTEREST
3. ACQUIRING 4. LISTENING 5. SHARING 6. BECOMING A
FAN
I want
this song
on all my
devices
I want
my
friends to
hear this
CUSTOMER
JOURNEY
14. MOMENTS OF TRUTH – MARK’S JOURNEY
HEARING TAKING INTEREST ACQUIRING LISTENING
CUSTOMER
JOURNEY
SHARING BECOMING A
FAN
16. What
music
should I
put ?
WHAT DOES SOPHIE FEEL, THINK AND DO?
1. HEARING 2.TAKING
INTEREST
3. ACQUIRING 4. LISTENING
CUSTOMER
JOURNEY
5. SHARING 6. BECOMING A
FAN
I like
the
music
here !
Spotify
did a
great
job !
17. MOMENTS OF TRUTH – SOPHIE’S JOURNEY
HEARING TAKING INTEREST ACQUIRING LISTENING
CUSTOMER
JOURNEY
SHARING BECOMING A
FAN
19. I want to
check
this artists
tour
dates
Do I
hear a
new
artist
What’s the
title of this
song?
I want
more
than just
this
WHAT DOES PAUL FEEL, THINK AND DO?
1. HEARING 2.TAKING
INTEREST
3. ACQUIRING 4. LISTENING
CUSTOMER
JOURNEY
5. SHARING 6. BECOMING A
FAN
I want to
downloa
d/buy it
I want to
share this
with
mike
20. MOMENTS OF TRUTH – paul’s JOURNEY
HEARING TAKING INTEREST ACQUIRING LISTENING
CUSTOMER
JOURNEY
SHARING BECOMING A
FAN
22. DIGITAL = PHYSICAL MUSIC SALES
2014
Source:
Interna-onal
Federa-on
of
the
Phonographic
Industry
(IFPI)
23. GLOBAL DIGITAL SALES 2014
-17.9%
+39.0%
sUBSCRIPTION
sTREAMING
+38.6%
AD-SUPPORTED
STREAMING
-8.0%
PERMANENT
DOWNLOADS
MOBILE
PERSONALISATION
+6.9%
TOTAL
DIGITAL
Source:
Interna-onal
Federa-on
of
the
Phonographic
Industry
(IFPI)
28. 1 in 7 people on earth use youtube
to listen to music
Source:
Interna-onal
Federa-on
of
the
Phonographic
Industry
(IFPI),
2014
29. Where do you find your
music ?
26 % go for download services like iTunes
38% for music streaming sites such as Spotify
57% go for youtube
Source:
Interna-onal
Federa-on
of
the
Phonographic
Industry
(IFPI),
2014
31. “The main services all offer more than 30
million tracks and have a similar quality and
approach. The value comes in what is being
placed over the top. It’s all about curation,
recommendation and influence.”
Francis Keeling, global head of digital business, Universal Music
Source:
Interna-onal
Federa-on
of
the
Phonographic
Industry
(IFPI)
