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Things to Watch: Music Edition

3 October, 2011

JWT’s List Includes Access over Ownership, Everyone’s a DJ and Live-Streaming Concerts

JWT, the world’s best-known marketing communications brand, today released a Music Edition of its Things to Watch list.

The digital age disrupted the music world — ushering in a new era for fans, artists, retailers and other key stakeholders — and this year we got a clearer glimpse of what the second decade of digital music will look like. In many ways, it will be quite different from the first. In its October trend report, Things to Watch: Music Edition, JWT charts what’s changing from both a macro and micro perspective.

“In the next decade of digital music, we’ll be accessing, discovering and sharing music in new ways,” says Ann Mack, director of trendspotting at JWT. “It’s all about the ability to listen to your own archives, and just about anything else, wherever you are. It’s a major change, and one that comes just as listening gets a lot more social, from Turntable’s DJ rooms to Facebook’s peeks into what friends are listening to.”

The list is the result of desk research conducted by JWTIntelligence throughout the year, inputs from JWT’s global planning network, and interviews with experts and influencers in the music industry.

JWT’s Things to Watch: Music Edition, in no particular order (full descriptions of each can be found on

1. Access Over Ownership
2. Capturing Over Collecting
3. The Celestial Jukebox
4. Taking It to the Cloud
5. The Battle Over Personalized Radio
6. RIP, MP3 Player
7. Coming Soon to a Device Near You
8. Sharing’s Tipping Point
9. Flowing, Tracking and Pounding
10. The Facebook Effect
11. Bringing Myspace Back
12. Music’s New Influencers
13. Aggregator Services
14. Everyone’s a DJ
15. Everyone’s a VJ
16. YouTube=MTV
17. The Album Lives On
18. App Albums
19. Motivational Objects
20. Music + [ ]
21. Live-Streaming Concerts
22. Opening Up the Recording Studio
23. Artists Are Doing It for Themselves
24. Fans in the Front Seat
25. Reconnecting With Roots
26. Political Parodies

Gemma Pollard, Global Communications Manager, JWT
+1 (212)-210-8516  

About JWT
JWT is the world’s best-known marketing communications brand. Headquartered in New York, JWT is a true global network with more than 200 offices in over 90 countries employing nearly 10,000 marketing professionals.

JWT consistently ranks among the top agency networks in the world and continues its dominant presence in the industry by staying on the leading edge—from producing the first-ever TV commercial in 1939 to developing award-winning branded content for brands such as Smirnoff, Macy’s, Ford and HSBC.

JWT’s pioneering spirit enables the agency to forge deep relationships with clients including Bayer, Bloomberg, Cadbury, Diageo, DTC, Ford, HSBC, Johnson & Johnson, Kellogg’s, Kimberly-Clark, Kraft, Nestlé, Nokia, Rolex, Royal Caribbean, Schick, Shell, Unilever, Vodafone and many others. JWT’s parent company is WPP (NASDAQ: WPPGY).

Acrobat Document jwt_pressrelease_trends_oct11_guid0a8952962e2a4b83.pdf

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