The power of the mix

Filed in archive Marketing , Marketing on March 7, 2006

The Washington Post article Downloading Empathy to Your iPod: is subtitled "Online Playlist Creators Search for Catharsis, Discover a Marketplace." The article nicely illustrates the power ... and value ... of music in our lives. While the music industry squawks about piracy, huge business opportunities like playlists lie untapped. One study estimated that 25 percent of online music sales would be driven by recommendations.

From the article:

Enabling users to essentially recommend music purchases to others underscores that music is something worth paying for online, according to [Gartner Gartner Group researcher] McGuire. "Over the long haul, these kinds of tools continue to place value on the music for consumers."

Besides encouraging purchases rather than piracy, playlists also serve to surface obscure or forgotten songs. "We now have access to music far beyond what the typical Wal-Mart would carry," said [fellow Gartner Gartner Group researcher] Slater. "How do you navigate that range of music? By exploring playlists created by people who share your tastes."

"The [music] industry needs to take a look at playlists and really rethink its approach to distribution. Turning individuals into tastemakers can be a good thing," said Slater, who sees a day when playlist creators become licensed distributors. "I'm not saying it's easy, but I do think it's necessary and beneficial for the industry to pursue."

In addition to the economic upside, the researchers see cultural plusses, as well. "There is the benefit of allowing me or any individual a way to place a stamp on the culture," said McGuire.

"For example, I can create a playlist that expresses my distaste and disdain for the war in Iraq," he said. And that playlist may include tracks recognized as protest songs as well as songs that might not be recognized as such, but in the context of the list they take on new meaning -- "the way I order it, the works I put in there."