Jenkins Cause for Change and Trend

In an earlier post I’ve established the intensity and rapidity of Shazam’s popularity, seemingly perpetuated by its dynamic software representing convergence at its finest. Its ‘trending’ nature results from, and is be fuelled by, Jenkins’ 6 Causes for Change and Trend as described in my Prezi.

Of particular interest is number 2 ‘higher concentration of ownership’ in which Jenkins alludes bigger entertainment cooperations such as Disney have the power to undermine and even dismantle smaller competitors. Shazam appears as the stereotypical nerd among the cool kids, riding their coat tails of power but only around as long as it can serve a purpose. Despite having considerably less cooperate power  than industries and labels such as Calvin Klein, Shazam has engaged in innovative promotions (the least of which are TV ads) to attain a greater audience and, thus, power through a partnership with the label. The following article demonstrates the consequent concentration of ownership, as the app effectively begins to outlaw the QR Code through its partnership with Calvin Klein.

http://thefutureofads.com/shazam-could-replace-the-qr-code

Further, Jenkins 5 and 6 address the effect that consolidations of platforms on mobile devices will have on the generation of new forms of community. As a result of converged devices such as the smartphone, communities have evolved into prosumers. This awards cooperations and industries less control but an increased rate of consumption. Interestingly, Shazam opposes these ideals. While still encouraging increased consumption rates, Shazam is (for the most part) a locked appliance, wherein there is little room for modification and customisation. Instead, consumers utilise the product in innovative ways (such as the Calvin Klein advertising campaign) in a manner that illicits cooperate control- the company is able to monitor use and engagement whilst boosting their product. Therefore, Shazam still promotes new forms of community by reshaping the world of ‘second screen’ advertising, just not in the way Jenkins anticipated.

Can’t appreciate Jenkins insights? Ladies, (and that-way-inclined gentlemen) for your appreciation, ABS!

 

REFERENCES:

Cory O’Brien, 2013, Shazam Could Replace the QR Code, The Future of Ads, viewed 27 March 2014, <http://thefutureofads.com/shazam-could-replace-the-qr-code&gt;

Klein, 2013, Calvin Klein Concept 2013 Commercial, online video, 3 February, YouTube, viewed 27 March 2014, <http://www.youtube.com/watch?v=1yelvxwTRUY&gt;

 

 

 

Shazam is listening! ….and watching…and waiting…and learning

An app like Shazam has no reason to access my personal information. Shazam has no way of determining such details. Shazam knows nothing of me, my habits or even where I live.

Think again.

Shazam’s privacy policy clearly indicates the collection of your personal details (such as name, phone, birth etc) upon registration and request. But what about the data collection you did not authorise? Shazam’s Terms and Conditions of Use illuminate the fine print “we also automatically receive and track certain data about your mobile device (such as your device-type and language preference) and we may create a unique device ID for you so we can recognise you”. Just like that, your app knows who you are, what language you speak, what phone you have, your phone number and even tracks your technological engagement.

Shazam also knows where you live. The app can automatically detect your location data and thus is capable of identifying your location at any given time. The good news? To access this information legally, Shazam requires authorisation.

As for third party data (like sharing your latest tag on facey), Shazam has access also- it has the rights to access your FB ID, name, profile pic, gender, age, locale and email address.

But wait, there’s more. Introducing AUTO SHAZAM:

http://www.thewire.com/technology/2013/05/new-shazam-app/65540

That’s a lot of personal information to collate- and to what purpose? Shazam identifies 8 reasons for their privacy infringing practices:

1. To promote ‘Shazam Friends’ by displaying your customised content

2. To embed targeted advertising upon your account

3. Monitor the traffic of those linking to third party apps

4. To ensure good function of services

5. To protect Shazam’s copyright

6. To enforce Terms and Conditions of Use

7. To comply with laws and requests from government bodies

8. To enable third parties to perform surveys of your usage and experience of services

Suddenly Shazam’s listening ability seems less magical.

Shazam reserves the right to make changes to this Privacy Policy

(P.S. My first meme creation ^)

REFERENCES:

2013, Mississippi Stalking, Image, Southaven Criminal Defense Lawyer Articles, viewed 26 March 2014, <http://www.southavencriminaldefense.com/articles/mississippi-stalking-crimes-and-penalties/&gt;

Shazam, 2013, Shazam Terms and Conditions, Shazam, viewed 26 March 2014, <http://www.shazam.com/tc#12&gt;

Rebecca Greenfield, 2013, The New Shazam is a Little Like Bugging your House for Advertisers, The Wire, viewed 26 March 2014, <http://www.thewire.com/technology/2013/05/new-shazam-app/65540/&gt;

A Sole Purpose Has No Place In Convergence

Despite having a target audience ranging worldwide to all individuals with access to a smart device and an interest in music, Shazam’s surface functionality appears limited. Farhad Manjoo argues that Shazam has minimal long term prospects as a “firm whose sole purpose is to cater to an acute and limited need” [2009 pg2]. Poor Farhad has underestimated the power of convergence.

“By convergence I mean the flow of content across multiple media platforms, the cooperation between multiple media industries and the migratory behaviour of media audiences”

– Henry Jenkins [‘Worship at the altar of Convergence’ pg2]

Shazam is the medium between consumer and product, flowing across multiple platforms including iTunes, YouTube, Twitter and Facebook (to name a few). It works as the link promoting music industry sales by providing a music artist for an audience, but also an audience for prospective artists. This cooperation of industries to not only facilitate sales and advertising but also to provide aspiring artists with an opportunity to do well in Shazam charts and be discovered by Execs (as in the case of Mint Royale’s ‘Singin in the Rain’ debuted in the 2005 Volkswagon ad-see below) illustrates the extent of industry cooperation, as cemented by Shazam’s ability to claim a percentage of every song sold through its prompts.

The app reflects the migration and trends of music popularity and genre to indicate and chart the behaviour of consumers whose reception of songs dictates what is and is not featured. Shazam both reflects and shapes consumer behaviour.

As a result of the apps convergence, Farhad’s opinion is solidly displaced. Shazam’s recent stats clearly indicate a perpetuate and endearing success:

And why so popular? Shazam has extended its ‘sole purpose’ to cover a range of mediums. As an introduction, I explored the functions of Shazam:

MUSIC:

• Established a ‘fingerprint system’ to identify songs after seconds ‘listening’. Even when songs have been re-mixed, sped up, appear in commercials or are playing with a significant amount of background noise.
• Artists signed on professionally based on chart data
• Android 4.0 allowing songs to be recognised as early as 1 second
• Option to ‘share’ your choices across social media platforms
• Keep a library of your ‘tagged’ songs
• Option to listen freely on Rdio, Spotify, YouTube and access Discography and lyrics
• Link to iTunes for song purchase
• Based on previous interest, Shazam recommends songs suited to your preferences
• Get tour dates and ticket prices for saved bands

TV TAGGING:

• By Shazaming certain TV and Web Ads, consumers are introduced to discounts, coupons and other content or contests
• Direct path to products website or purchase centre

 

Shazam, an excellent example of convergence, is to be commended on its adaptability to flow across platforms. A sole purpose has no place in convergence and Shazam is marked by its dynamic nature.

REFERENCES:

Farhard Manjoo, FM, 2009, ‘That Tune, Named’, Innovation, the Internet, Gadgets and More <http://www.slate.com/articles/technology/technology/2009/10/that_tune_named.single.html&gt;

2014, Shazam Key Stats with Top Countries, image, Shazam, viewed 20 March 2014, <http://news.shazam.com/images/shazam-key-stats-with-top-countries-225879&gt;

dj10bear, 2006, Singin in the Rain VW, YouTube video, 21 October, YouTube, viewed 20 March 2014, <http://www.youtube.com/watch?v=gs_T_cEoX6I&gt;

Krystal Peak, KP 2012, ‘Shazam boosts its Andriod Functions’,Vator News, 27 February, viewed 20 March 2014, <http://vator.tv/news/2012-02-27-shazam-boosts-its-android-functions&gt;

Patel, 2011, Your Smartphone is Listening in while you watch TV, Ad Age, weblog post, 18 July, viewed 20 March 2014, <http://adage.com/article/digital/big-brands-mobile-apps-direct-offers-watch-tv/228760/&gt;

 

 

 

 

Lecture Summaries Week 1 & 2

Miss the all important first weeks? Fall asleep at your desk? Or perhaps you were busy staring at the cute girl two rows in front? Either way, I’ve got you covered. Here’s presenting the basic yet essential messages of our lectures and readings so far! 

http://prezi.com/u-iok5fvbxcf/?utm_campaign=share&utm_medium=copy&rc=ex0share

Shazam!

The height of convergence

Shazam! It sounds like a magic word- and it just might be. This app listens to your favourite songs because despite rocking out to the funky tunes, you have no idea what song this is? Or who by? And where can I get it? When I first learned of its existence, it seemed like magic. Our technology is so advanced that an app actually exists for something I thought impossible. Yet Shazam connects over 420 million people through music in 200 countries and 33 languages PLUS another 15 million users added each month.

Music as a dynamic is timeless and as such this app should foster security for its enduring popularity. Or should it? Richard MacManus suggests the future of Shazam lies not with the declining music industry, but with television. Indeed, this ‘second screen’ app is already taking steps to integrate itself within televised media. Who better to boost revenue than advertising and network markets?

‘Time to face the Music’ [French 2013] outlines the negative impact illegal downloads and the introduction of iTunes has had on the music industry. And what of Shazam’s contribution? While identifying songs and promoting composers, Shazam also offers an array of options allowing consumers to indulge in music and television extras in a manner encouraging profit.  Though music downloads contributed 52% of revenue in 2013, it’s comparatively low prior to the introduction of iTunes. Shazam’s ability to adapt to television may be the move to confirm its endurance because like video killed the radio star, music downloads are killing the industry.

Already this app introduces controversy, innovative connection, future development and even re-shapes the role of the prosumer (more on that later). Time for some more research- you could say my desk is in shazambles.

REFERENCES:

French, 2013, Time to Face the Music: What’s Happened to the Music Industry? (Part 1 of 2), online video, 1 August, YouTube, viewed 16 March 2014 <http://www.youtube.com/watch?v=nD5vBAbH6W4&gt;

MacManus, 2012, Why the Future of Shazam is TV, not Music, ReadWrite, web blog post, 3 April, viewed 15 March 2014 <http://readwrite.com/2012/04/03/why_the_future_of_shazam_is_tv_not_music#awesm=~oyDqMRMEqXUkos&gt;

2014, Shazam: About Company, Shazam, viewed 15 March 2014 <http://www.shazam.com/music/web/about.html&gt;

2013, Shazam app logo, image, Brand New, viewed 16 March 2014, <http://www.underconsideration.com/brandnew/archives/shazam.php#.UyU0y5ExFSU&gt;

Convergence- the future of Marketing

Convergence- the future of Marketing

Convergence Marketing is literally converging convergence. Confused? We can’t reach the world simply through social media advertisement (an already converged platform) but instead use a mix of everything- news, social media, advertisements. No wonder the lines are blurring-> we’ve all seen the picture of the web:

  We can’t pick any one element. Its dynamic.

 

Introducing Tom Hanks! Oh, wait, it’s just me

Hi, my name is Lauren

I know readers are less concerned with my name and more concerned with what I have to say so here goes. I’m the kind of person who likes to do everything- and do it well. My life is about experiences be it travel, extreme sports, normal sports, random activities (ever tried twister with paint?) or saving the planet one animal at a time. If I could get away with wearing a cape, I would (a purple one). I am enrolled in Bach Communication and Media Studies/ Bach of Arts (Dean’s scholar) with the ultimate goal to pursue both passions of Marketing and Teaching and, let’s be honest, secure a high-paying job. This blog is about the investigation and discovery of a unique media platform or technology- but more about that later.

I’d like to say I’m off to go sky-diving but in truth I have a text to analyse- that counts as an experience I suppose
TTFN x