In my previous two blog posts, I discussed my timeline
with music streaming services and the growth the services within the industry
have enjoyed. I first emphasized my transition from platform to platform,
listing the pros and cons of each service, and then highlighted how successful
music streaming has become. For blog number three, my final post, I want to
share how significant the role music streaming has played on my own personal
life.
My first internship in the music industry, which occurred
in the summer of 2014, following my freshman year of college, was at a small
record label based in New York City. While the company primarily focused on
licensing old music for sampling purposes, the team had just formulated a new
group that was tasked with a specific emphasis on EDM (Electronic Dance Music).
My role was to discover new up-and-coming talent that the label could work
with. As an A&R (Artists and Repertoire) Intern, my job was truly to act as
a music scout. I would listen to music and attend concerts, all in an attempt
to discover the next hottest sound. My main technology source that I utilized
to find new dance music artists was SoundCloud. As I mentioned in my first
blog, SoundCloud was the first streaming service that I used (junior year of
high school), and therefore I had a strong understanding and confidence in the
platform. Leveraging my previous knowledge, and putting the information to good
use, I excelled in my internship. Knowing how to analyze the data, and
understanding the ins and outs of the platform, as well as creating my own
organization system that could be used going forward, allowed me to produce
efficient and sustainable research which made a lasting impact on my
supervisor.
Upon the completion of my first internship in the music
space, I knew that this was the field I wanted to work in. Following my role in
A&R, and in an effort to expand my knowledge base, I spent the next summer
working at NBCUniversal within Integrated Marketing. Although the role was not
exclusively music driven, I made it my mission to integrate my background and
skill set in music to succeed throughout my internship. At the end of the
summer, I was tasked with pitching a new concept to my team at the USA Network.
My assignment was open-ended but it had to incorporate USA Network programming.
Wanting to combine my passion for music, with the project, I focused on
branding opportunities with streaming platforms. The crux of my presentation
highlighted the benefits USA Network could gain by working with Beats Music
(which merged with Apple Music in 2015). Ultimately the network is constantly
looking for ways to expand the connectivity with its audience. I explained that the consumer engagement could be achieved if the
network incorporated a streaming platform, as well as working with a music
electronics company. It could allow for product placement featuring Beats
headphones or speakers, and have fans and characters from the shows create
playlists together.
This past summer, I worked at a booking agency in Los
Angeles. My goal was to learn what it takes to be an agent. The knowledge I
acquired was immediately put to use as the Talent Buyer for Big Ticket
Productions at the University of Michigan, where I am responsible for putting
on concerts for students in Ann Arbor. Besides learning the booking process in
my summer job, I also was required to analyze trends in the current music
space. Understanding that each streaming platform has its own unique offering, each differentiating
and solving customers’ problems (Angell, 2016), I utilized several services to
provide an overview on different artists, genres, and songs. Below please find
a picture of something similar (not identical) to what I presented during my
internship.
Overall, music streaming has had a major impact on my
life. It has allowed me to succeed throughout my diverse internships and
understand the industry in-depth. Not only has it affected me through work
experience, but as an overall consumer, the immediate access has helped me
digest music on a deeper and more fluid level. As an avid music listener,
streaming has really made me appreciate the benefits of new technology. I
believe music streaming services have deepened my appreciation and connectivity
to music. Additionally, many leading experts, including Daniel EK, CEO of
Spotify, think the music industry would be dead without his creation and the
growth of streaming (Hassan, 2016). A very scary thought.
Citations:
Angell, A. (2016, January 18). CB Chapter 2 Value.
Lecture presented at the University of Michigan in Ann Arbor.
Hassan, C. (2016, February 17). Spotify CEO Claims the Music Industry Would Be Dead Without Spotify. Retrieved from http://www.digitalmusicnews.com/2016/02/17/71963/
