Music (Part 2) April 2017
Contents 01 Intro 02 Platforms 03 Spotify 04 Apple Music 05 Other Platforms 06 SoundCloud 07 YouTube 08 Musical.ly 09 Conclusion 2
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. 3
YouTube 74% How Tribes listen to music Use a paid streaming service Radio Use a free streaming service 56% 55% 46% Young people have more access to music than ever with online products and streaming services adding to how we now consume music. Purchase music (digitally or physically) Soundcloud 26% 45% 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. Other Source: 4Youth community 6% 4
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.
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. 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 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 "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 6
"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 "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 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. "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 "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 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 because it is updated daily and is accessible immediately from my phone Erinm2017 7
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. 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 adfree 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 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 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 Podcasts & Radio because it is still the best way to discover new things and enjoy the best DJs. Ruby 8
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 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 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 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 9
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.
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 Then I use YouTube but that's annoying because if you close the app it stops without paying for YouTube Red. BeckyLouWalker 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 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 11
musical.ly 10% 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. 90% 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 musical.ly user never used musical.ly 12
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. 13