Mark Knight, the founder of Right Chord Music explains why Apple Music fails him and struggling musicians.
I’ve always been a firm believer that when it comes to music consumption people broadly fall into three groups. 1. Listeners 2. Active Listeners 3. Discoverers
The first group is the most passive in their consumption habits, the music played on the radio and TV is the music they like. I specifically choose the word ‘like’ because for this group interest in music rarely peaks above a ‘like’ They enjoy music, but ‘passion’ is way too strong a word. Music comes to them, fed by major labels and mass communication channels. When they discover, they do so with millions of others simultaneously. Few of these people use Spotify because their musical needs are served by traditional radio.
The second group ‘Active Listeners’ can claim to ‘love’ music and compared to the Passives it’s easy to substantiate this claim. Music is a part of their life – these people do things with music. Go to shows, make playlists, share videos. Music is part of their conversational repertoire.
The third group of Discoverers is the smallest, it’s a niche group, and after running Right Chord Music for 4 years, it’s a group that I firmly put myself in. For this group music is a genuine passion and while they may seem to share many similarities with Active Listeners, there are also many big differences. Rather than waiting for music to come to them, they actively seek it out. While listeners rely on mainstream media, Discoverers relish in the new, niche, underground and obscure. They don’t go to concerts – perish the thought, they go to gigs, lots of gigs.
The above all seems probably very obvious, so what’s my point? In the week that Apple Music has been unveiled and …Read the full story
Source:: Music Think Tank