Copy of

Future Scenario

Personalized Music

Used For

Health Benefits

Consumer-driven trends towards decentralization, data streaming, and personalization.

Current Trend

Mood Based

Playlists

In a data-driven listening environment, the commodity is no longer music. The commodity is listening, users and their moods.

- Spotify

“Unlike generations past, millennials aren’t loyal to any specific music genre.”

Evolving Trend

Genreless Music

Artificial Neural Network

Future Trend

Personalized Music

Combination of

Emotion detection of consumer

Emtion Recognition

Behavioral Patterns

Music Habits

Digital Footprints

Voice Queries

Biocensors for Brain Activity

Digital Health Measurements

Music & Tech

so far

Overview

Scenario

Building

Future of

Music Consumption

Theory & Method

Reflection

Theory & Method Reflection

Analyzing the evolving music industry landscape through the lens of Human Centered Design

Scenario building through The Harman Fan

Current

Consumer

Shift

Possibility of personalized music

Music used in Health Care

Designing for Tomorrow

The Future

of the

Music Industry

Future Trends

The Harman Fan

Virtual Reality

for

Backstage Experiences

Major labels will lose their power

Musicians

go

Independent

Music for health benefits

Instruments turn digital

Boutique festivals

The end of albums

Generative

Music

Genre less

music fans

Personalized

Music

Digital Recording Studio Programs

Streaming Services

Social listening sessions on streaming devices

Mood based

playlists

Phones & Computers for music consumption

Charts

become

irrelevant

An analysis on the impact of artificial intelligence on our music consumption

Streaming

services

sign artists

End

of

Radio

Interactive

Concerts

Subscribers freed of economic limits on consumption

Various bands, genres and songs available via streaming platforms

Artists can track and target consumers more personally by using Spotify's Fan Insights

Consumers

have less

particular

genre

preferences

Artists build

more personal

relationship

with fans

Image: Spotify

Behavioral Shift from Streaming Consumption

Consumers

have

a broader

music taste

Music

travels

globally

Listeners discover new artists through a Spotify playlist about two billion times every month

Spotify expands consumers’ attention to a wider set of artists

-Dan Rosen, Chief Executive Officer, ARIA

‘We are now in a global market, with artists competing

every day against every piece of music ever made

- from Beethoven, to Beyonce to The Beatles.’

The Radio

1907

The Compact Disk

1982

Music Streaming

2005

The Tape

1958

MP3 file

1993

The Phonograph

1877

So Far

Music

Live

of

Value

Creative Industry

Augmentation

or

Automation?

Music & Technology

Future

Future of Music Industry

+ 2,8%

+ 4,9%

- 14,4%

The Integration of

Artificial Intelligence

Resources

• Arcand, R. (2019). The Artists Using Artificial Intelligence to Dream Up the Future of Music. Spin. Available at: https://www.spin.com/featured/ai-music-artificial-intelligence-feature-holly-herndon-yacht/

• Buchanan, R. (1992). Wicked problems in Design Thinking. Design Issues, Vol. 8, No 2, pp. 5-21. The MIT Press.

• Colagrossi, M. (2019). Will robots steal our jobs? World Economic Forum. Available at: https://www.weforum.org/agenda/2019/08/the-robots-are-coming-but-take-a-breath/

• Datta, H., Knox, G. and Bronnenberg, B. (2018). Changing Their Tune: How Consumers’ Adoption of Online Streaming Affects Music Consumption and Discovery. Marketing Science, 37(1), pp.5-21.

• Deres, B. (2016). How Does Intuition Work?. Big Think. Available at: https://bigthink.com/21st-century-spirituality/how-does-intuition-work.

• Forbes.com. (2019). Forbes Insights: The Path to Personalization. Available at: https://www.forbes.com/sites/insights-treasuredata/2019/05/01/the-path-to-personalization/#18f5df857a76

• Goodwater Capital. (2019). Understanding Spotify: Making Music Through Innovation. Available at: https://www.goodwatercap.com/thesis/understanding-spotify,

• Harari, Y. N. (2018). 21 lessons for the 21st Century. Spiegel & Grau. Chapter 3.

• Harvard Medical School (2011). Music and Health. Harvard Health Publishing. Available at: https://www.health.harvard.edu/staying-healthy/music-and-health

• Iqbal, M. (2019). Spotify Usage and Revenue Statistics. Available at: https://www.businessofapps.com/data/spotify-statistics/

• PwC. (2019). Live Entertainment. PwC. Available at: https://www.pwc.com.au/industry/entertainment-and-media-trends-analysis/outlook/special-features/live-entertainment.html

• Robinson, P. (2016). Pop, rock, rap, whatever: who killed the music genre?. the Guardian. Available at: https://www.theguardian.com/music/2016/mar/17/pop-rock-rap-whatever-who-killed-the-music-genre/

• Spotify. (2019). Celebrating a Decade of Discovery on Spotify — Spotify. Available at: https://newsroom.spotify.com/2018-10-10/celebrating-a-decade-of-discovery-on-spotify/

• Spotify For Brands. (2019). Understanding People Through Music: Millennial Edition. Available at: http://35.225.59.245/it/insights/millennial-guide/

• The Verge. (2019). Spotify is first to 100 million paid subscribers. Available at: https://www.theverge.com/2019/4/29/18522297/spotify-100-million-users-apple-music-podcasting-free-users-advertising-voice-speakers/

• World Economic Forum. (2019). Fourth Industrial Revolution. Available at: https://www.weforum.org/focus/fourth-industrial-revolution/

Source: PwC Australia

Augmentation

Are we designing tools that empower us or autopilots that replace us?

AI's impact on the creative process

or

Automation