Category Archives: Case Study

Changing times: how social media has revolutionised the music industry

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It is a matter of years since music was generally only available in various physical forms such as CDs, or online in a select few places such as Napster. We have now reached the stage where music is available in a myriad of locations across the web and social media has certainly played its part in bringing the music industry to where it is now, therefore opening up a potential market for a social network like miXXerS.

The advent of social media has opened up an entirely new platform where artists can promote their music to a wide range of people, fans and potential fans alike. Artists can link fans to new music, inform them of upcoming music as well as promote any upcoming live events they may be performing at. We are at a point where you will likely hear any news about your favourite artists on social media before you hear or see it anywhere else. Features like Twitter’s trending topics highlight any recent news that has generated a lot of talk over social media. A big announcement from a music artist is likely to end up on this list. Outside of the music they produce, artists are able to promote themselves by interacting with their fans, something which social media has enabled on a much greater scale.

Case Study: Spor

Spor, the alter-ego for UK based drum and bass producer Jon Gooch, was created in 2006, taking the electronic music industry by storm. After a lengthy hiatus, Spor returned to the scene in February, immediately announcing his new and long awaited album, and sending drum and bass fans into a frenzy all over social media. Moving away from the traditional approach of releasing an album, Spor announced that he would be first releasing the album as a ‘pay as you want bundle’, where purchasers can choose the price they pay for the album, as a torrent through the BitTorrent bundles service. Spor further promoted his return to the drum and bass scene by doing an ‘ask me anything’ thread on the message board website, Reddit. Spor’s use of social media, from announcing his comeback and new album, to his interactions with his fans over a number of social networking platforms, enabled him to generate as much publicity and hype for his new release as possible.

Scenarios & Personas for miXXerS

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I looked at a few other types of users that may use the site through creating personas.

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Scenario – Ed: Party producer

Background

Ed 30 is an event producer for a venue in London. He holds a bachelors degree in marketing. He is very active on social media. Though he loves music he does not produce it. His events are held bimonthly for difference genres including electronic music, hip hop and pop. While they are successful he wants to expand and reach out to new up and coming musicians and DJs on certain nights.

Story

Ed has premium membership because he will like to be able to use all the features of the site. He would login to his account via the home page and personalise his page by clicking what font, colors etc he would like to use on the page and how he would like to order it so that it best suits his audience. He will click on the advertise his events on the site by clicking the button advertise and then and add the name, of his event, the type of genre, location and where tickets can be bought. Given he has information about the audience via the graph that he can access and can gain anonymised information about what type of users are attending as they indicate they will attend and purchase tickets. He can then use that information to tailor the event as he arranges it and make more informed plans for future events

 

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Scenario: Su: Party Goer (Competition Winner)

Background

Su is 23 and is an avid music lover. She is from Granada in Spain and is a student at the University of Granada. She loves going to live events and goes out all the time in Granada but rarely goes as much as she would like to larger events because they are held in larger cities. Since has a part time job in a bar so she can earn some extra money while she studies. She likes to dance and is everyone tends to love her.

Story

While trying to find out where her favorite band ‘Limitless’ is playing she finds out that there is the chance to win tickets to their concert in Madrid and Skype with the band on the miXXerS site.  Though not the most popular band she really likes their music. She thinks it is very cool that you can get to actually more intimately engage with the band on miXXerS. She decides to take her chances and registers and apply. To her surprise she wins the prize and is featured on the site (with her permission) She tells everyone she knows about how cool she thinks miXXers is and encourages others in the Granada music scene with which she is familiar to use the site too. Her birthday is also coming up and she was planning to host a party and was looking for a DJ to play. She clicks on the link find DJ and read the reviews for those in her area that are into electronic music and salsa and pop music and books them for her birthday party.

 

Case Study: Scenarios and Personas

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I created some persons based on the functionality of the site.

Scenario: Jonathan- semi pro musician and weekend DJ

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Background:

Jonathan, 34, is a sales manager of an franchise company weekdays but he also works as a DJ if he has chances. He is contracted to Juno Record and though he has produced 1 CD he still strugges to success as a DJ. He needs to develop fun base, but how?

 

Story:

Jonathan’s first CD sales is not as good as he wanted. His friends advised him to build a fan base using social network. He wrote information about his CD and music event on his Facebook but basically only his friends saw that. Then he starts using miXXerS after visiting the site to check out some musical events in his area as he learnt about the site from his friends via Facebook.

He went to top page-function 6 registration (DJ/Band/event) and registered his information. Two days after he got an email from miXXerS admin saying he was approved. Jonathan went to the site, top page-1.attend events, select “DJ” from pull down, then found his name and select it to jump to his page. There were no stars, events, nor comments. He then decides to register as a DJ and Musician. He finds out that he can only advertise events if he takes the premium offer and so he decides to sign up for the month free trial. He is then able to customise his profile page and advertise his event and his music. A few days later, Jonathan did a gig that he advertised on miXXerS. He found that slightly more people than usual came to his gig. After the gig he checked his page to find some stars and comments. He now notices that he is starting build a larger fan base.

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Scenario 2: Miki-Asian college student/music lover

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Background:

Miki is 23 years old Japanese international student studying in the University of Southampton, music major. Although she prefers dance/music/DJ activities it is not easy to find music event in the city, since she doesn’t have many friends here and she has some challenge in English.  But she definitely needs to have some fun.

 

 

Story:

Miki has trouble finding music events she likes in Southampton. Since she is an international student new to this country and city, getting sub culture information is not easy for her. Then she started using miXXerS.

She went to the top page, click 7.Register(user), and registered herself as a member. In her profile photo, she felt it’s safe not to use her real photo, so she used an icon for now. After a day she got an email from miXXerS admin saying her registration was approved. Then she went to top page, 1. Attend event. She selected  “Location”, then narrow down her choice by selecting “South East”, “Hampshire”, and “Southampton” to check if there are some events in the city. There is an event which she liked, so she asked her friend to go there. Her friend agreed, so she clicked “ticket” button to buy two tickets and was taken to the ticket site being used by the event producer. They also decide they want to take the opportunity to meet new people in Southampton and click to find other people who are looking for people to attend the event with. She and her friend check the profile of one user who would like to go to the event but not alone and arrange to meet with her. She attended to the event with her friend and meets the new person who they both like. They all love the party and decide to write review! Miki went to miXXerS top page, 1. Attend event, then reached the DJ who had a gig on her event. She added 5 stars to his page, recommended him and wrote a comment.

Come on DJ Keep Playing That Song… What is it is like to be a DJ?

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Before I joined to this group project, my idea of DJs were pretty vague. People standing before turntables with headsets, moving on rhythm, continuously nodding to the beat while closing their eyes and stopping the vinyl record occasionally with their fingers, rewinding and playing music to get people to dance… that’s all. Although something tells me it is not that easy, so I did some research on what is it like to be a DJ, how you can create the career path to be a DJ, how much money the DJ can earn and so on.

You can also check out this Documentary about the DJ and Producer Lifestyle

https://www.careersinmusic.com/dj_nightclub-dj/

Here are some points people not familiar with DJ culture may find them interesting.

  • There are two different kind of DJ careers: those who just play the music and those who create music and play them as a performance.
  • The DJ needs skill of networking and social skill to build a fan base.
  • The DJ cannot pursue money as his/her priory goal. Sometimes they must play unpaid. After becoming famous, they earn money from performing and from the royalty of their own tracks. “On average, a reasonably successful DJ can expect to make a few hundred dollars per show.”
  • Many DJs work few hours at weekend nights, from Thursday to Saturday.
  • DJs must work with promoters, bookers, night club managers. At first you become friends with them to let them book you.
  • To be a DJ, you will be offered to perform gigs for free, so people will know you, and you can build fan base. Then your DJ career may on a right track though it is pretty competitive.
  • There is no working union for DJs though as a tracks owner they belong to a music royalty organization.

My conclusion is, it is for your weekend jobs. The interesting thing is as part of their necessary tasks, building a fan base by using social media is recommended. I believe our site will help many DJs who doesn’t have enough time or skill to do that. Even if they have, it is always nice to have extra sites to collaborate with their works and ways to have deeper engagement with fans. In a DJ’s world, social media is powerful and it is going to be more powerful as the era of Web 3.0 arrives.