Music is an ancient form of entertainment. Humans like to express their feelings by shouting, clapping, crying, and sharing fears, dreams, and desires. Even ancient cave people were singing and dancing because of their sorrow, happiness, excitement, and so forth.
Over the years, music has developed. Drums, harps, string instruments, orchestras, symphonies have produced ever louder, ever wider, ever more exciting music. With electricity, telephony and other modern achievements, music also became more electrified every day. Then came the computers, and later electronic music. What a twist!
“I can see a lone artist with a lot of electrical — a keyboard with the complexity and richness of a whole orchestra, y’know? There’s somebody out there, working in a basement, just inventing a whole new musical form [with machines.]”
– Jim Morrison
With the introduction of electronics, music changed forever.
The gramophone, the record player, music cassette, CDs, DVDs, MP3s and many other inventions have made music much more accessible. Slowly but surely, music has gone digital. With Napster and other MP3 exchange services the music world was revolutionized.
As Apple introduced the iPod and the iTunes store for music and media, the paradigm shifted once again. Nowadays, music has been completely digitized. Even the production of most music has become digital. Most of the consumption of music has become digital. The business model has changed from buying a whole LP or CD to buying just the pieces you liked, one by one.
Enter Spotify. The business model of the music industry has changed into a literal lifetime subscription. Now, you just pay a few bucks a month and gain access to all of the world’s music. How cool is that?
Millions of songs. All genres. All artists. All-day, anywhere, any device, any time. You can listen to whatever you want, as much as you want — all in the cloud, anywhere on the planet. As long as a mobile device has battery life, as long as earphones are plugged in, the show can go on.
Today, music is all digital. The digital transformation of music is complete. Having all the world’s music in the cloud and making it available through a user-friendly mobile app is a major achievement. But, that’s just half of the story of Spotify. In addition to the world’s musical database, something much more critical has become fully digital.
Believe it or not, Spotify keeps track of all its users’ consumption. Everything every single registered Spotify user has ever tapped on in their respective apps has been recorded. Imagine all that data…
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An analog retailer only knows who bought what item, when and where the transaction was made, with what you paid. At best, you might share on social media your emotions regarding the record you just bought and mention the retailer. So, the social media curator of that page might think you simply liked your purchase, you listen to the music, enjoyed it, and may buy the whole discography of the artist in the future…
These predictions may or may not be true. You may have given the CD to a friend as a gift. Or, you just like one track of the whole CD and don’t like any of the other songs, even don’t like the artist. Just because of that one song…
Spotify knows everything about your music preferences. Which genre, what time of the day you’re listening, which day of the week you listen to which genres, what type of weather affects what playlist you choose, on which device you listen, at what location, how loud, where your BlueTooth is connected. Think of how much you use Spotify, and then think again…
This is the power of digital.
So, how does Spotify do it?
First, all of your content is digitized, and access is given to as many users as possible.
Second, all of your usage data is analyzed to optimize your experience. The next song is predicted to play and make the user fall in love with the service. What more would you want from digitization?
We at Digitopia have helped many clients transform, disrupt, enhance and accelerate their business for the digital age. Now, it’s your turn. We are ready, whenever you are.