Live versus recorded music
Friday, June 27th, 2008Since rVibe now offers both recorded music and live music, we’re starting to explore what that means for our brand, our message and how we structure our product lines. Now, in order to do that, we have to really understand the differences between live and recorded music, how people use music and experience it and the challenges associated with accessing these two different types of music. The most fundamental is what is the difference. So, I’m going to see if I can ramble and make some sense of it.
When we think about music, we have to remember first that it’s a social experience, even when recorded - it’s person to person communication - and a communication vehicle that often creates a strong emotional response. However, when music is recorded, it takes on another attribute - one of object. The recording becomes the experiential object, and while it’s still a social object by its nature, it’s actually now an owned object that can be controlled. And this notion of control is important, because it ties into the idea that a recording is a static item that can be repeated in a predictable way. Meaning, a person can “own” the recorded music object and since it’s static they can control it’s usage in a predictable way.
Controlling music in a predicable way is really interesting, particularly since one of the aspects of music is to elicit an emotional response. So, when a person desires to effect an emotional response in themselves or someone else, they can use a recording of a musical performance to make it happen. And since the recording is static, it’s predictable and since it’s predictable, a user can create that emotion when, where and how they want.
Live music, even a live performance of a known song eliminates that element of ownership, predictability and control. In the case of a concert, the performance is ephemeral, and controlled by the performer, not the listener. The listener is to some extent at the mercy of the performer. Of course, a listener may elect to only experience a performer they know - meaning they are aware of the music the performer will deliver. However, even then there is an element of the unpredictable.
For the concert goer, there has to be an element of risk tolerance. When you experience a live event, you’re aware that it’s not predictable, that something could be different (and is likely to be different) than what you expect. If you go to a concert without knowing anything about the event, you’re absorbing more risk around the experience than if you go to a concert of your favorite artist. Granted, the risk is minimal - it’s music after all - not sky diving. But experiencing that risk - in a relatively safe environment is part of the delight in concert music.
There is one more difference in live versus recorded music: the awareness that the person delivering the performance and the person experiencing the performance are both engaged in real time communication. That they are connecting in the moment, and not after the fact.
So - it seems to me that the fundamental difference is one of control and predictability. That with recorded music, people seek the controlled enjoyment of music while in live music, people seek the lack of control and unpredictability.
That has pretty huge implications for our brand and our functionality. With the rVibe SocialJukebox it’s all about sorting through vast amounts of recoded music with your friends in a safe, controlled environment and being able to enjoy that music (and find out what others are enjoying) at will.
In the rVibe|S80 space it’s about letting go of the control a bit and experiencing a live event (over the wire).
I am not sure how we’re going to reconcile that - although my gut is telling me there is a way.
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