Forrester’s Mark Mulligan #Midem – Music Needs S.P.A.R.C.

During a Saturday morning Midem presentation,  Forrester Research Mark Mulligan analyst called YouTube "music's killer app"; and sharing some new Forrester data showing that "for 12 – 15 yr olds, music is the soundtrack to social interactions". (Watch this space for a link to the full study) The key to a music industry turnaround, according to Mulligan, is for the music to get S.P.A.R.C. –

Social

Participative

Accessible

Relevant

Connected