Social media has sparked a change in industries across the board—technology, retail, transportation, travel and more. It has been a catalyst for many companies to take a second look at their branding methods and message. More drastically, it changed the way we communicate, to each other and from company to customer. Many industries have taken advantage of this popular social networking idea and altered the experience of their product to mimic a social media platform. They do so with the intent to encourage conversation about the product, service or experience and, therefore, motivate others to seek out the same.
One industry we haven’t seen this social networking design work for is the music industry. While some enjoy sharing their music preferences and playlists with others, those who have created music sites and apps with the intention for it to be social networking hub have not been able to attract the user base they hoped. Instead, their product turns into something different.
Both Spotify and Apple Music allow users to create their own playlists and share them with others. In many ways, Spotify has targeted this social networking plan by letting users collaborate with others. This is done with the collaboration of playlists, and a desktop feature that allows you to see what your friends are listening to in real-time.
According to Digital Music News, millennials listen to 75.1% more music on a daily basis than baby boomers, and millennials are also much more likely to use social media. So, if both music and social media are such a big part of our lives, why hasn’t a combination of the two become more popular in some way? Other industries, such fashion and beauty, have been completely transformed by social platforms such as YouTube and Instagram; when is it music’s turn to take center stage on social media platforms?
Could it be that we feel music is more individual and means something different to us than more topical expressions like clothing and the photos we take while travelling? Or is it harder to actually discuss music without listening to it right next to someone?
Some companies are trying to figure it out.
Cymbal, a mobile social network centered around music, was launched in 2015, and it’s a platform to share your favorite artists and songs. Its description in the Google Play store says its goal is to “knock down every barrier to sharing songs with people you love and meeting people who love the same music you do.” However, according to Wired.com, the platform is shutting down this June due to its inability to attract enough users.
Services like Spotify have the customer base to encourage more of a social networking aspect. According to fastcompany.com, the company had over 140 million listeners in 2017 and continues to keep growing. Many already enjoy sharing playlists and new artists through services like these, but the music industry has yet to see an overall change to the social platform. Have any ideas on why this is, or maybe, have an idea of how it could?
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