Cross Border Listening Borderless Hits And Curated Playlists
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The 20,000 Foot View
The US and the UK have long dominated the global music industry, thanks in no small part to the benefit of having that most exportable of languages English as their mother tongue. A heritage of decade after decade of stellar artists and music scenes of course also helps, but the first signs are emerging of smaller music markets being able to make their mark on the global arena in a way previously unimaginable. The catalyst? What else could it be other than that omnipotent change agent streaming. But while the old world establishment may have been the glass ceiling for international breakout in the analogue era, a new set of gatekeepers now determines just how far your song can travel.
Key Findings
- Globalization and are twin and opposing forces are defining global culture in digital era of consumer are listening to more artists from other countries than they used to, up to of year olds
- Streaming music are not a neutral observer cross border listening but instead active participant of streaming music users say that streaming services help them discover more international artists
- On Spotify, has helped continental European music global audiences
- Curated playlists driving cross border listening
- Strategic use local curated playlists transformed French Feder’s ‘Goodbye’ become an international
- Streaming services becoming full stack, end-to-end marketing distribution channels
- The opportunity however finite as fundamentally most language music does not export scale
- If you a global streaming hit, you to sing it in English
Companies and services mentioned in this report: Anghami, Apple Music, BPI, Digster, Dubsmash, Filtr, Rhapsody, Spotify, Tidal, Topsify, Vevo, Warner Music, YouTube