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Is Music Moving From Rip & Burn To Watch & Share?

image from www.ivyleagueinsecurities.com Last week Forrester analyst Mark Mulligan tweeted: "Need some help: if 'Buy & Listen' was 20th cent. music consumption, 'Rip & Burn' the 1st digital generation, what's it for Digital Natives?” The question was part of research Mulligan and his team are doing for an upcming study "Digital Natives, the Generation Music Product Strategy Forgot". Some early conclusions:

While record labels focused their energies on converting CD buyers and file sharers to digital, Digital Natives were left without music services that meet their needs, according to their findings so far. "The Millennials used digital to reinvent analog behaviors (such as replacing the CD with the paid or free download), according to Mulligan. "But Digital Natives are creating their own rules of social context, experience and visuals."

"The result is that YouTube emerges as digital music’s killer app," says Mulligan.  "Which is why I’ve opted for ‘Share and Watch’ as the tag line for the Digital Native’s."   

What do you think?  Does Forrester's slogan capture where Digital Natives stand?


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