Music (Part 2) April 2017

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Contents

01 Intro

02 Platforms

03 Spotify

04 Apple Music

05 Other Platforms

06 SoundCloud

07 YouTube

08 Musical.ly

09 Conclusion

3

Intro

With 11% of the UK having subscribed to Spotify

which accounts for 5.7 million people (YouGov)

and a third of those being aged 15-24 (TNS) it

was clear that music and its various access

points was something to be explored among

young people.

So we spoke to our online community of 16-24s

about the platforms they use to listen to their

music, how they listen to it and why.

4

How Tribes listen to music

Young people have more access to music than ever with online products and streaming services adding to how we now consume music.

Despite these technological changes traditional methods of listening to music such as via radio are still very prominent among Tribes especially when it comes to music discovery.

6%

26%

45%

46%

55%

56%

74%

Other

Soundcloud

Purchase music (digitally orphysically)

Use a free streaming service

Radio

Use a paid streaming service

YouTube

Source: 4Youth community

Harley

I would also listen to vinyls on my record

player And even though I probably could carry

that around with me it would be very difficult

and not worth the hastle, so an easy to access

and with all of my favourite playlists app on my

phone is perfect for me.

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Spotify

Spotify proved particularly popular among

students who receive a 50% discount on their

subscription. Tribes seemed to value the choice

in the songs, the ease of movement between

their desktop and mobile devices and the ability

to share music with friends.

"I use Spotify the most, because there isn't

a limit on the number of songs you download (unless

your phone storage is rubbish). It's also got a good discount for students, so it's very good value for money”

Chloe835

"I get to listen to loads of songs I like by selecting pre-made

playlists or by actually making my own. It has all the latest music, the ability to share

playlists and see others shared playlists and it has great sound

quality too Jack Butch

The app and desktop application is easy to navigate and find all the music you could ever want. The Selection of playlists and

music based on moods and what you have been listening to is also an amazing

feature. IanB

“Spotify, you can easily download tracks to listen to at later times. Plus

recommendations are quite good, they tend to be stuff I like”

Max Brierley

7

Apple Music

Apple Music proved itself to be a top choice with existing Apple product users. Although some said the £9.99 price tag was a bit much, the student discount along with unlimited offline downloads to listen to music on the go made it a great place for music.

"I use apple music for when I'm out and about and don't

want to use data - as you pay £5 a month and can download unlimited albums and tracks to

your phone - perfect for commutes to uni.”

AJ

"Since I've started paying for it, I use apple music a

lot, because it adds music to my phone and

it has a lot of music.”

Wit

“iTunes music, just because I own all apple devices and it makes it easier to have my

music synced across my devices by using the same

platforms

KyLu17

"Apple Music! With student discount it makes it a lot cheaper. Without that discount probabaly

wouldn't use the service. Great choice of music

MLily

"I use Apple Music. It's pricey in my opinion hah

but with not a lot of space on my phone and a broken

iPod it allows me to listen to music on the go which is

perfect. TallySimone

Apple Music because it is updated daily and is

accessible immediately from my phone

Erinm2017

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Other Platforms

Tribes expressed a variety of

music platforms that they use

to engage in their favourite

tunes whether on the move, in

the car or within the comfort of

their bedrooms.

Some Tribes expressed the

desire to still purchase physical

copies of music as it seemed to

hold some sentimental value

and feel a part of the music

itself.

Radio and podcast also gave

Tribes the opportunity to listen

to their favourite DJs and

discover new music.

Other platforms such as Tidal

and Amazon music offer youth

perks and exclusives that they

can’t get elsewhere such as

first listens to their favourite

artists and premium features

on other services.

Mostly amazon prime music. It's convenient, I have prime

for streaming TV and free next day deliver. It's not the best, I've use iTunes music before but it was to costly

and was a waste considering I already had access to prime

music. Joyszymo

Tidal- they have my favorite artist they have exclusives from

nicki bey jay rihanna kanye plus it has 30 60 and 90 day

trails depending on whats out its really easy and simple to use

too Shakiel

Purchasing music physically because it makes me feel

part of the music community and I'm able to

keep each album as a memory. Categlinn

The one I use most is actually an American app called

Pandora.. you can create your own radio stations. For

example, 'Justin Bieber Radio', '90s Love Songs Radio', 'Trap

Radio', etc… It's free so you get ads but you can pay for the ad-free one if you want. I use this the most because I can quickly

switch between genres or artists.

BeckyLouWalker

Mostly Deezer because it has a wide range of music but since the free version only

lets you listen with an internet connection now I've started downloading music

to listen offline Rami

Podcasts & Radio because it is still the best way to discover new things and enjoy

the best DJs. Ruby

9

SoundCloud

The music and podcast streaming platform SoundCloud allows people to listen to user generated content mainly from grassroots musicians and personalities. Among the Tribes it seems to be an alternative platform for them to listen to music that that can’t get anywhere else.

However recent changes to the platform’s subscription services meant that offline and ad-free listening was no longer free which young people aren’t as receptive to on music platforms.

I use YouTube and Soundcloud for songs that aren't available on Spotify, or for artists who upload exclusively to those sites.

Chloe

When i have wifi i tend to listen to music on youtube as there is a wider range of music such as covers

and underground artists as anyone can upload to

youtube - this is the same for soundcloud.

AJ

I used to use soundcloud the most, but then they introduced adverts and started charging so I got

the hump and moved over to spotify for a 30 day free

trial, then ended it and also got annoyed at the

shuffle play Brontelaruen21

when I can't find what I want on apple music (or want to watch the music video) or am looking for

something a bit different I use other services, such as

soundcloud, youtube, bandcamp etc.

-Wit

Soundcloud is useful however I find that some of the newest or oldest material from musicians

aren't published, whereas it's likely Spotify would

have most. Elezabethig

Megan May I strongly believe in paying for my music and I

love having physical copies of all my faves in

case of technological disasters.

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YouTube

YouTube was a popular in-home music platform among Tribes as it is free and offers a variety of content and flexibility to switch between videos and music.

Some youth also mentioned not minding the ads when listening to music on YouTube as they consume content differently to video content as music is usually played in the background.

However YouTube has its disadvantages on mobile devices as they can’t access uninterrupted music with YouTube Red which is not yet available in the UK and also uses a lot of battery power to play video and music.

Since I listen to music from different cultures and around

the world, unfortunately Spotify doesn't have specific

songs I listen to. For that reason I use YouTube more.

However on the go I use Spotify where I've

downloaded Mainstream and Western songs.

J Ali I use YouTube mostly as its

free and I always have access to the internet so don't feel like I need to

purchase platforms. Youtube also offers all the artists that I want to listen

to. Rarquhar28

I use YouTube mostly as its free and I always have

access to the internet so don't feel like I need to

purchase platforms. Youtube also offers all the artists that I want to listen

to. Rarquhar28

Then I use YouTube but that's annoying because if you close the app it stops

without paying for YouTube Red.

BeckyLouWalker

Spotify's auto-shuffle (free version, because I'm cheap) is active in playlists and is a disadvantage when you simply want to listen to one desired song. This will draw me to Youtube, where I can play that tune on repeat. Youtube playlists are never 100% on

point and usually gets a bit dodgy 2 or 3 songs in...the dark side of Youtube is inevitable lol.

Elizabethig

10%

90%

musical.ly user

never used musical.ly

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musical.ly

musical.ly is a video social network that allows users to create videos, send

messages and broadcast live.

The music app is popular with teens and pre-teens, made clear with the default

birth year for sign-up being 2000, some have described it as karaoke for a new

generation.

My favourite feature is the face filter. I know it's on

snapchat as well but it's so much more fun when

you're lip syncing to a song with the filter on.

I don't use it enough to get a better idea of what could

be improved Chloe

I used it for about a week. I love the variety of people and videos on it: you have serious dance videos, fun

dance vidos, comedy sketches, singers and so much more. I think to

improve it, it would be helpful to have filters when exploring through

random videos Superbaby111

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Conclusion

Despite vast movement towards

streaming and owning music digitally

some Tribes see value in owning

physical copies of music on CD or even

vinyl as they feel a part of the music

community and have a memory of the

album which aligns with youth trends

showing young people valuing

experiences

On their limited budgets Tribes desire

to get the most out their purchases

and subscriptions and therefore look

for student discounts, perks, exclusive

offers and variety when it comes to

music consumption.

One of the biggest reasons for choice

with Tribes was price and although

many of them went for the free option

to being with the option to have

access to their music offline and be in

control of their playlist was important

to young people and enough for them

to pay up to £10 a month to do so.