BLOGS & THOUGHTS
Predict the future looks like to shape customer’s view.
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11 Jun
The Future and The War of Disruption Vol.2
Written by Kreatiklan
Tagged as
Business and Brands
The future is sure unpredictable. Trends are shifting into a new pattern every day. As a branding expert you have to be able to predict even read what the future looks like and what the trend should shape customer’s view. Technology will always transform how we connect, learn, share and innovate. Whether from great expectations, fears of job security, or uncertainty due to available options, technology is challenging leaders to reconsider how they will create and protect value in the future. The war of disruption is somehow the future of any brands and agency should face. After we brought you the GoJek and Kulina which happened to ‘disrupt’ the market and changed people’s life, the pattern has also shifted after Spotify and YouTube. This two platform mostly run in entertainment industry. YouTube has 1 billion monthly active user while Spotify has roughly 159 million active user.
Spotify founded in 2006 by Swedish media-services provider. Their primary business is audio streaming platform that provides Digital Rights Management protected music and podcasts from record labels and media companies. The basic features are free include advertisements or automatic music videos, improved streaming quality, are offered with paid subscriptions. Users can browse by parameters such as artist, album, or genre, and can create, edit, and share playlists. Spotify is available in most of Europe and the Americas, Australia, New Zealand, and parts of Africa and Asia. Spotify pays musician based on the number of proportion of total songs streamed. It distributes approximately 70% of total revenue to rights holders, who then pay artists based on their individual agreements. Spotify exist when a third of the population is illegally downloading music which affect the physical music sales have been falling significantly. Spotify is disrupting old-school music business models. Since its launch, Spotify has changed the way generation listen to legal music. It does change the behavior of downloading illegally on some Torrents or any free-music platform. In the rise of internet era, people start to asking why they need to go to some record store to just listen their favorite band when they can download or stream it to your phone legally. Though it is different when comes to initially watching concert, it does help to save the budget. It is also not only benefited the listener, most of rookie artist are start to using Spotify to promote their songs. Less expensive with renting a billboard, make appointment on local radio station or TV. Spotify has taken advantage of youngster appetite for get instant commodities. The easiest way to get their attention is being affordable and approachable.
Founded in 2006 YouTube allows users to upload, view, rate, share, add to playlists, report, comment on videos, and subscribe. YouTube offers a wide variety videos. Available content includes video clip, TV show clips, music videos, short and documentary films, audio recordings, movie trailers, live streams, and other content such as video blogging, short original videos, and educational videos. Many people also use YouTube as their platform to make income. Same as Spotify, YouTube also used as a tool of promotion. Musician and artist prefer to upload their music and video in motion in order to get more viewers and listeners. They start to build their fanbase early in inexpensive way and also more promising. This era does simplify the pattern of getting known in easier way. People start choosing by their needs on YouTube as in picture or only in targeted mass in Spotify. Founded early, YouTube does get more prominence place in customer with its free and approachable by all ages, while Spotify stands in its way. This war truly depends on what people need and what they prefer more. YouTube can be a nice place to gain followers if you are a visually creative person and intended to get viewers in most age groups. Spotify is familiar with the generation Y, music addict and people who are willing to pay more and satisfy themselves within tunes. These platform indeed ruining the traditional music industry. More record store are closing, many local music lovers are bummed by this news. It is sad because in this digital world we live in, record store is a place you can go to discover and reminisce in a way you can’t while sitting in front of a computer. . The one who wants to strive are changing their way to support local musician in the digital era. We need to understand that the war should be winning by the way we strive to the current era and adjust ourselves not blaming them over and over. Again, the pattern should be followed.
If you’re disrupting, you generally start with a market that is not well served. Other companies might not find that market segment promising. Which also impacted on their ability to compete with the current technologies. Still, it’s not as easy as just launching a product, as we’ve seen even experienced consumer electronics manufacturing companies get it all wrong in the past and suffer as a result. Done well it can be a major win for the company, but that’s easier said than done.
