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# Forrester’s Mark Mulligan #Midem – Music Needs S.P.A.R.C.
- URL: https://www.hypebot.com/forresters-mark-mulligan-midem-music-needs-sparc/
- Published: 2011-01-22T08:59:26.000Z
- Updated: 2011-01-22T08:59:26.000Z
- Description: 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,. Continue reading [https://www.hypebot.com/hypebot/2011/01/forresters-mark-mulligan-midem-music-needs-sp
- Author: Bruce Houghton
- Tags: Conventions & Awards, #wp, #wp-post, #Import 2026-01-21 10:59

[![image from www.forrester.com](http://hypebot.typepad.com/.a/6a00d83451b36c69e20120a665b26d970b-100wi "image from www.forrester.com")](http://hypebot.typepad.com/.a/6a00d83451b36c69e20120a665b26d970b-pi?ref=hypebot.com)

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**. –

**S**ocial

**P**articipative

**A**ccessible

**R**elevant

**C**onnected