Beats by Dre

Measuring Streaming Products Value To Consumers and Artists

Spotify- Creative Commons

Spotify- Creative Commons

Pandora- Creative Common

Pandora- Creative Common

A couple weeks ago, Circa, the iPhone app news source reported a story about iTunes sales decreasing. This is news, but if you have been playing attention to the technological world around you, it won’t come as a shock to say that music streaming sites like Spotify are taking over.

Most people I talk to now use an app like Pandora or Spotify. It is the easiest and most economical way to obtain a boat load of legal music instantly. Instead of people having to buy or illegally download their music off the internet, they can just pay $10 a month and have almost any song they want within seconds.

The advantages of this are obvious. To buy an album on iTunes costs roughly $10. If you listen to a brand new album in a month the service basically pays for itself. If you listen to two new albums, you have already saved $10. It’s a great plan and something that is working well. iTunes has realized that streaming music is now the future of distributing music to the public and has released its own streaming service called iTunes Radio. Heck there is even chatter of Beats By Dre creating its own streaming service. PR wise, these two companies are staying current with the times and keeping an eye on their competitors.

The disadvantages of steaming really only affect people like me who at times can be a “music snob.” I love the fact that I have a huge music library. It has been a hobby of mine to collect music since iTunes first arrived. With streaming, personal music libraries don’t really mean anything anymore. Nothing is personal about streaming. If fully embraced, gone will be the days where you could look through somebody’s iTunes and see what kind of music they really listen to. By looking through their music library, you were looking into their soul. You knew that they either paid for that music or at least took the time to download it- not just search for it through a streaming website.
Another disadvantage of steaming music is that music on these services must be granted by the service owners. If you just saw a live show of the sickest new local artist, you won’t be able to show your friends on a streaming website because that artists might be too new. These streaming websites regulate consumers to listen to already successful artists.

What can artists learn from the latest tactic to distribute their music? When measuring your level of success, you will know you have been marginally successful once your name has been featured on one of these streaming sites. Once you are on their you can see how many people you have reached.


Beats By Dre: Hate By Seattle

49ers star quarterback Colin Kaepernick appeared in the above Beats by Dre commercial during a game between the San Francisco 49ers and the Seattle Seahawks.

Then all hell broke lose in Seattle. After the broadcast, Seattle media responded to fans calling for the boycott of Beats By Dre headphones.

I guess Dre didn’t realize the magnitude of the rivalry between the 49ers and Seahawks. Nor, did he realize that with this commercial he would lose an entire market in the Northwest at least only temporarily.

The problem isn’t the fact that Dr. Dre’s advertising team chose Kaepernick as the celebrity for the commercial, it is the fact that they depicted Seattle fans as angry hooligans and then had the song in the commercial sing, “I’m the man, I’m the man, I’m the man” to demonstrate the noise canceling ability of the headphones.

So, who cares? Why does it matter? Well, when taking sides in a rivalry, especially the 49ers-Seahawks rivalry which is gaining steam like a downhill train. Beats By Dre lost consumers it alienated. In this case, the Seattle fans. Furthermore, it shows that Beats By Dre hasn’t paid attention to current sporting events. Not staying up on current events is a PR no-no. The niners and hawks rivalry has made each cities fan base hate each other right down to every molecule in their body.

Both San Francisco and Seattle boast great music scenes and are nose deep in their technology.
So it doesn’t make sense that Beats By Dre would do something like this. Unfortunately, it did, and it knew it. That is why Beats By Dre came out with a new commercial just a couple days ago with Seattle star cornerback Richard Sherman to make up for its wrong doing.

Everyone knows two markets are better than one and with Sherman’s commercial Beats By Dre effectively regained its Seattle consumers.