Pop music’s new producer? Streaming platforms…

Hit-making songwriters and producers are tailoring tracks to fit a musical landscape dominated by streaming.“In sessions, people have genuinely been saying, ‘Oh, we need to make something that sounds like Spotify,’” says Emily Warren, a singer-songwriter behind hits including Charli XCX’s “Boys” and the Chainsmokers’ “Don’t Let Me Down.” According to the artists, songwriters, producers, and executives interviewed for this piece, no aspect of a song, from production to vocal performance, is unaffected by the regime change.

Streaming

Throughout the history of recorded music, formats have helped shape what we hear. For examplesur ideas about how long a single should be date back to what could fit on a 45 RPM 7″ vinyl record. But the unprecedented wealth of data that streaming services use to curate their increasingly influential playlists gives the industry real-time feedback on what’s working, leading to rigidly defined and formulaic music.

For example, in order for a stream to count toward chart tallies and, reportedly, for royalty payouts, a given song must be played for at least 30 seconds. That’s why, while how a song starts has always been important in pop, with streaming it’s more crucial than ever. Another element tying the streaming era’s music together is the way we listen to it: The phones and laptop speakers we often use can have a direct impact on the music that sounds best through them.

Read more here: Uncovering How Streaming Is Changing the Sound of Pop

Why It’s Hot
How technology advancements are shaping behaviors and expectations is always fascinating. For every action, there is an equal and opposite reaction!

Street Music Takes on a New Meaning

Coors Light is testing interactive ads throughout Manhattan that generate real-time playlists based on what is trending in that neighborhood.

The month-long activation is a partnership with music app Shazam and LinkNYC. Coors Light transformed the new WiFi kiosks into innovations that create real-time, curated playlists for consumers. The kiosks are in select neighborhoods throughout NYC and can be activated by a smartphone. The playlists are updated every 15 minutes–always “refreshing,” just like Coors Light.

The execution not only uses new technology, but it also engages deeply with consumers by playing on the emotional need state of the local community. The unique idea is also in line with the brand’s commitment to offer a “refreshing” experience by giving consumers the chance to refresh their playlists.

The idea is definitely unique coming from a beer company and is also in line with current musical trends. In 2015, over 1 trillions songs were live streamed across the top music apps. What will be interesting, though, is to see whether or not users will actually engage with the kiosks. While social sharing is natural, stopping on the sidewalk to hear a playlist may be asking too much of busy New Yorkers.

Why It’s Hot: The execution is more engaging and interactive than most out-of-home ideas, and the integration with the current moods of the neighborhoods gives the campaign a personal touch. As technology opens doors for brands, it will be interesting to see which brands can successfully find a way to be cutting edge while still tapping into the emotions of consumers.

http://www.adweek.com/news/technology/coors-light-offering-neighborhood-specific-mobile-music-new-yorkers-169112