How Shorter Attention Spans Are Changing The Music Industry (And What Digital Marketers Can Learn) (Ep. 119)
by TODD HARTLEY, on Sep 19, 2017 5:52:00 AM
In the mid-1980s, the average time that passed before you would hear the vocals on any radio song was 23 seconds.
Today, that number has dropped to just 5 seconds.
The music industry is adapting to our shorter attention span, which averages 1 second less than a goldfish.
They understand that attention is a scarce commodity, and you have to get to the goods quickly if you want people to hear your message.
The same goes for digital marketers who want to capture their audience’s attention and convert at faster rates.
My guest on today’s episode is Hubert Léveillé Gauvin, a doctoral student in music theory at The Ohio State University.
He analyzed the Billboard’s top 10 songs over the last 30 years and made some fascinating discoveries as they relate to attention span, and how marketers need to adjust to stay competitive.
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In This Episode, You’ll Learn:
- Why attention is a currency governing its own supply and demand model
- How advances in technology have increased competition for attention
- Why individual songs should be considered small advertisements for artists
- How music has changed in the last 30 years to adjust for change in attention span
- Why relevancy and attention span go hand-in-hand
- How video marketers can improve sales by covertly tracking back-end analytics
Links & Resources
- Has music streaming killed the instrumental intro?
- Todd visiting Ohio State University
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