Music Future

A few recently released music related applications/games demonstrate how quickly the consumption of content is being changed by digital technology. What's particularly interesting about each of these is that they all use the design of artist brand "experiences" as a way to invent new business models. They are changing culture and changing business.

The first is a Timbaland beat making game for the PSP and iPhone. I say "game", but having played with some beat making applications on the iPhone, they're really much more than a game. They're powerful pocket studios, and I'm sure the partnership between Rockstar Games and Timbaland will take this to the next level. From a business model perspective, sure you download Timbaland's music for free, but with this application you MAKE beats like Timbaland. And what's more, it will be socially juiced up, so that you can post and share beats with other beat bangers. In a similar vein, the wildly popular T Pain Auto Tune app. I have this one, and it's as fun and hilarious as it looks here. It amazes me that this processor only costs a few bucks in the App Store. That kinds of technology would have cost hundreds of dollars as a stand alone unit not too long ago. So for less than $10 you can make beats like Timbaland and sound like T Pain. That's crazy. And if Clay Shirky is right, that technologies only become socially interesting when they get technologically boring, I'd argue that the accessibility to these tools almost renders the technology itself kind of boring. It's about the behaviour. And in this case, aligning that behaviour with the "brand" to unlock value. The last one is the huge new Rock Band release, The Beatles. This one is interesting because unlike other Rock Band releases that feature multiple artists, this one is JUST The Beatles. 40 something songs, all Beatles, all the time. It is coinciding with the release of a Beatles CD that I saw at Starbucks. That closes the loop on that one quite nicely. A digitally augmented Beatles experience that might just stimulate sales of the old school CD in a coffee shop. If there is any quick lesson here, it's that the technology is getting ridiculously easy/accessible, and that the platforms we're talking about (X Box, PSP, iPhone) have limitless potential to deliver rich, incredible experiences that go beyond "entertainment". They are redefining cultural production so that the experiences are not just games. They are closer to the design of behaviours of creative expression. They are helping us to BE something else, and that is pretty powerful stuff. Brands have the opportunity, as well, to discover what behaviours they can enrich and empower. The technology to make that happen is certainly not standing in their way. It's just a question of discovering what those bevaviours are and then, well, just inventing great things ;)

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same here, whatever i do and anywhere i go, music for me should always be around!

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The last one is the huge new Rock Band release, The Beatles.

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What are the factors that make one guitar easier to play than another? I play guitar and I've noticed that some guitars are just easier to play.