{"page":"\u003clink rel=\"stylesheet\" href=\"https://lessonplanet.com/assets/packs/css/resources-c03aa079.css\" /\u003e\n\u003clink rel=\"stylesheet\" href=\"https://lessonplanet.com/assets/packs/css/lp_boclips_stylesheets-517835be.css\" media=\"all\" /\u003e\n\u003cdiv data-title='Nielsen Music\u0026#39;s David Bakula says 2017 was the year of streaming music, with hip hop on top' data-url='/boclips/videos/5c54d6c6d8eafeecae206444' data-video-url='/boclips/videos/5c54d6c6d8eafeecae206444' id='bo_player_modal'\u003e\n\u003cdiv class='boclips-resource-page modal-dialog panel-container'\u003e\n\u003cdiv class='react-notifications-root'\u003e\u003c/div\u003e\n\u003cdiv class='rp-header'\u003e\n\u003cdiv class='rp-type'\u003e\n\u003ci aria-hidden='true' class='fai fa-regular fa-circle-play'\u003e\u003c/i\u003e\nVideo\n\u003c/div\u003e\n\u003ch1 class='rp-title' id='video-title'\u003e\nNielsen Music\u0026#39;s David Bakula says 2017 was the year of streaming music, with hip hop on top\n\u003c/h1\u003e\n\u003cdiv class='rp-actions'\u003e\n\u003cdiv class='mr-1'\u003e\n\u003ca class=\"btn btn-success\" data-posthog-event=\"Signup: LP Signup Activity\" data-posthog-location=\"body_link_boclips\" data-remote=\"true\" href=\"/subscription/new\"\u003e\u003cspan\u003e\u003cspan\u003eGet Free Access\u003c/span\u003e\u003cspan class=\"\"\u003e for 10 Days\u003c/span\u003e\u003cspan\u003e!\u003c/span\u003e\u003c/span\u003e\u003c/a\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv class='rp-body'\u003e\n\u003cdiv class='rp-info'\u003e\n\u003cdiv aria-label='Hide resource details' class='rp-hide-info' role='button' tabindex='0'\u003e\u0026times;\u003c/div\u003e\n\u003ci aria-label='Expand resource details' class='rp-expand-info fai fa-solid fa-up-right-and-down-left-from-center' role='button' tabindex='0'\u003e\u003c/i\u003e\n\u003ci aria-label='Compress resource details' class='rp-compress-info fai fa-solid fa-down-left-and-up-right-to-center' role='button' tabindex='0'\u003e\u003c/i\u003e\n\u003cdiv class='rp-rating'\u003e\n\u003cspan class='resource-pool'\u003e\n\u003cspan class='pool-label'\u003ePublisher:\u003c/span\u003e\n\u003cspan class='pool-name'\u003e\n\u003cspan class='text'\u003e\u003ca data-publisher-id=\"30356011\" href=\"/search?publisher_ids%5B%5D=30356011\"\u003eCurated Video\u003c/a\u003e\u003c/span\u003e\n\u003c/span\u003e\n\u003c/span\u003e\n\u003c/div\u003e\n\u003cdiv class='rp-description'\u003e\n\u003cspan class='short-description'\u003eNIELSEN MUSIC'S DAVID BAKULA SAYS 2017 WAS THE YEAR OF STREAMING MUSIC, WITH HIP HOP ON TOP              When Chance the Rapper won the 2017 Grammy for Best Rap Album, he did it without having an album on the shelves. This new type of...\u003c/span\u003e\n\u003cspan class='full-description hide'\u003eNIELSEN MUSIC'S DAVID BAKULA SAYS 2017 WAS THE YEAR OF STREAMING MUSIC, WITH HIP HOP ON TOP\u003cbr/\u003e              When Chance the Rapper won the 2017 Grammy for Best Rap Album, he did it without having an album on the shelves. This new type of economic model might make most industries shudder, but according to David Bakula, the Senior Vice President of Industry Insights at Nielsen Music, the music industry is riding a new wave of success with audio streaming.\u003cbr/\u003e              \"You've got about 60 percent growth in audio streaming this year. Again, off of a gigantic base, you know we're talking 500 billion streams at this point,\" Bakula said.\u003cbr/\u003e              He believes that the strong growth of streaming has translated into revenue, and a shift for the entire music industry.\u003cbr/\u003e              \"So, not only do you have double-digit gains in the amount of consumption going on, the amount of revenue coming into the industry, but you have a platform that is very social, very discovery driven.\"\u003cbr/\u003e              New music delivery systems, like streaming through voice activated speaker systems in homes, in cars and and smart TVs are not only changing the way we listen to music, but influencing who we listen to. Bakula points out another rapper, Kendrick Lamar, as a perfect example of how streaming can contribute to an artist's success.\u003cbr/\u003e              \"This is an artist that really went from being successful to being incredibly successful this year. Great numbers for him,\" Bakula said. \"So, and then just you have the developing artists the new artists that are coming up this sort of new discovery, and again, hip hop is sort of leading the way right now because of the discovery aspect of streaming.\"\u003cbr/\u003e              In fact, Bakula says hip hop is now on top.\u003cbr/\u003e              \"Because of that streaming growth the types of music that are being listened to and the types of music that are reaching the top of the charts, we've really seen hip hop become the dominant force in music today. For the first time ever this year we're going to have a genre that isn't called \"Rock\" be at the top of the music industry.\"\u003cbr/\u003e              Bakula believes that the growth of streaming can also be attributed to the ability of audiences to pivot musical choices at the speed of a tweet. He recalled how President Trump triggered renewed interest in Elton John's music after calling North Korean President, Kim Jung-un, \"Rocket Man.\"\u003cbr/\u003e               \"You know, there are probably hundreds of thousands of people out there that are hearing this on the news that are saying, 'Oh, I used to love that song,'\" Bakula said. \"You go back and listen to it now or I'm going to buy it now or I've renewed my interest in Elton John's catalog because of that and that's you know again that's that instant access that instant gratification that 24/7 availability of music all the time on just about any technological device that we have is fueled by things that happen like that.\"\u003cbr/\u003e              On the flipside of the streaming music success, Bakula believes digital ownership of music will continue to take a hit in 2018.\u003cbr/\u003e              \"Physical music is actually performing better than digital ownership at this point,\" Bakula said. \"I think what you'll see is you'll continue to see 20 plus percent decay rates for digital music in terms of ownership. You're going to have tracks going down by 25 percent. You're going to have albums going out by 20 to 25 percent.\"\u003cbr/\u003e              Bakula believes that the incredible growth of streaming in 2017 has peaked. Growth in 2018 has hit a snag: time.\u003cbr/\u003e              \"The only thing that's really holding us back is the amount of hours in a day because once you're into a streaming service it doesn't cost you an extra penny to listen to some new music to discover some new music. So, the discovery platform is there. It's really just how much how many hours of the day can we jam music into.\"\u003cbr/\u003e            \u003cbr/\u003e\u003cbr/\u003e              ASSOCIATED PRESS\u003cbr/\u003e              FILE: Santa Monica, California, 9 September 2017\u003cbr/\u003e              1. Wide Chance the Rapper on arrivals line \u003cbr/\u003e              2. Medium Chance the Rapper greets rapper Common\u003cbr/\u003e              ASSOCIATED PRESS\u003cbr/\u003e              Los Angeles, 21 December 2017\u003cbr/\u003e              3. SOUNDBITE (English) David Bakula, Senior Vice President of Industry Insights At Nielsen Music:\u003cbr/\u003e              \"2017 I think was really interesting. When I think back to the Grammys and I think about an artist like Chance the Rapper who won a Grammy really without having an album for sale. He had an album. He had a nice collection of songs that people streamed a whole lot but they also recognized and respected his contribution for that. And it didn't have to do with a particular format or a particular way that an album was delivered, but this was a great album that was that was honored at the Grammys. And I think you'll probably see a lot more of that. You'll probably see a lot more creativity around releases. You'll start to see artists taking advantage of wherever they think their fans are wherever they know their fans are really.\"\u003cbr/\u003e              ASSOCIATED PRESS\u003cbr/\u003e              FILE: Santa Monica, California, 9 September 2017\u003cbr/\u003e              4. Medium, from left, actor Michael Ealy, rapper Common, Chance the Rapper pose for photographers\u003cbr/\u003e              ASSOCIATED PRESS\u003cbr/\u003e              Los Angeles, 21 December 2017\u003cbr/\u003e              5. SOUNDBITE (English) David Bakula, Senior Vice President of Industry Insights At Nielsen Music:\u003cbr/\u003e              \"But the thing that I think has really changed dramatically has been…because of that streaming growth, the types of music that are being listened to and the types of music that are reaching the top of the charts, we've really seen hip hop become the dominant force in music today. For the first time ever this year we're going to have a genre that isn't called 'Rock' be at the top of the music industry.\"\u003cbr/\u003e              ASSOCIATED PRESS\u003cbr/\u003e              FILE: Los Angeles, 14 May 2013\u003cbr/\u003e              6. Wide, from left, Chris Tucker, Kendrick Lamar, Tamar Braxton, Chris Brown, Charlie Wilson pose for photographers\u003cbr/\u003e              ASSOCIATED PRESS\u003cbr/\u003e              Los Angeles, 21 December 2017\u003cbr/\u003e              7. SOUNDBITE (English) David Bakula, Senior Vice President of Industry Insights At Nielsen Music:\u003cbr/\u003e              \"A great year for Kendrick Lamar. You know, a lot of artists that I think have had some success in the past, but certainly Kendrick is one that kind of jumps to mind as, you know, this is an artist that really went from being successful to being incredibly successful this year, great numbers for him. So, and then just you have the developing artists the new artists that are coming up this sort of new discovery and again. Hip hop is sort of leading the way right now because of the discovery aspect of streaming.\"\u003cbr/\u003e              ASSOCIATED PRESS\u003cbr/\u003e              FILE: New York - May 8, 2014\u003cbr/\u003e              8. Various headphones\u003cbr/\u003e              ASSOCIATED PRESS\u003cbr/\u003e              Los Angeles, 21 December 2017\u003cbr/\u003e              9. SOUNDBITE (English) David Bakula, Senior Vice President of Industry Insights At Nielsen Music:\u003cbr/\u003e              \"You've got again like I said you've got about 60 percent growth in audio streaming this year. Again, off of a gigantic base you know we're talking 500 billion streams at this point.\"\u003cbr/\u003e              ASSOCIATED PRESS\u003cbr/\u003e              FILE: Berlin - 25 April 2012\u003cbr/\u003e              10. Miedium DJ playing music at Boiler Room electronic music live stream event\u003cbr/\u003e              11. Medium people dancing\u003cbr/\u003e              ASSOCIATED PRESS\u003cbr/\u003e              Los Angeles, 21 December 2017\u003cbr/\u003e              12. SOUNDBITE (English) David Bakula, Senior Vice President of Industry Insights At Nielsen Music:\u003cbr/\u003e              \"Physical music is actually performing better than digital ownership at this point. A lot of the digital consumers have moved over into streaming models and certainly you know when the world's largest seller of digital music goes into a streaming service you know that can happen very easily. And I think what you'll see is you'll continue to see 20 plus percent decay rates for digital music in terms of ownership. You're going to have tracks going down by 25 percent you're going to have albums going out by 20 to 25 percent.\"\u003cbr/\u003e              ASSOCIATED PRESS\u003cbr/\u003e              FILE: Berlin - 25 April 2012\u003cbr/\u003e              13. Close of DJ playing record\u003cbr/\u003e              14. Close of computer screens showing live stream\u003cbr/\u003e              15. Close of screens in foreground, DJ in background\u003cbr/\u003e              16. Medium of DJ and crowd\u003cbr/\u003e              ASSOCIATED PRESS\u003cbr/\u003e              Los Angeles, 21 December 2017\u003cbr/\u003e              17. SOUNDBITE (English) David Bakula, Senior Vice President of Industry Insights At Nielsen Music:\u003cbr/\u003e              \"So, not only do you have double digit gains in the amount of consumption going on the amount of revenue coming into the industry, but you have a platform that is very social, very discovery driven. It's like a new radio with some of the playlists, you know, where the lot of suggestions a lot of curation going on where people can go in and say, 'I don't really know what I want to listen to today but I know it sounds something like this' or 'this is the mood that I'm in' and just have it served up to them.\"\u003cbr/\u003e              POOL\u003cbr/\u003e              Huntsville - 22 September 2017\u003cbr/\u003e              18. SOUNDBITE: (English) President Donald Trump: \u003cbr/\u003e              \"And we can't have madmen out there shooting rockets all over the place. And by the way, Rocket Man should have been handled a long time ago.\" \u003cbr/\u003e              ASSOCIATED PRESS\u003cbr/\u003e              Los Angeles, 21 December 2017\u003cbr/\u003e              19. SOUNDBITE (English) David Bakula, Senior Vice President of Industry Insights At Nielsen Music:\u003cbr/\u003e              \"When Donald Trump and the leader of North Korea were going back and forth with Elton John songs. You know, it was it was 'Rocket Man' on one side and it was the 'Madman Across The Water' on the other side and that type of exposure. And I can tell you that, you know, there are probably hundreds of thousands of people out there that are hearing this on the news that are saying, 'Oh, I used to love that song.' You go back and listen to it now or 'I'm going to buy it now' or 'I've renewed my interest in Elton John's catalog' because of that and that's you know again that's that instant access that instant gratification that 24/7 availability of music all the time on just about any technological device that we have is fueled by things that happen like that. You know, it's scary.\" \u003cbr/\u003e              ASSOCIATED PRESS\u003cbr/\u003e              FILE: New York, 7 November 2017\u003cbr/\u003e              20. Wide shot, tilt,  Elton John and David Furnish walking on black carpet\u003cbr/\u003e              21. Wide shot Elton John talking to reporter\u003cbr/\u003e              ASSOCIATED PRESS\u003cbr/\u003e              Los Angeles, 21 December 2017\u003cbr/\u003e              22. SOUNDBITE (English) David Bakula, Senior Vice President of Industry Insights At Nielsen Music:\u003cbr/\u003e              \"The only thing that's really holding us back is the amount of hours in a day because once you're into a streaming service it doesn't cost you an extra penny to listen to some new music to discover some new music. So, the discovery platform is there. It's really just how much how many hours of the day can we jam music into.\"\u003cbr/\u003e              ASSOCIATED PRESS\u003cbr/\u003e              FILE: Berlin - 25 April 2012\u003cbr/\u003e              23. Zoom on disco ball\u003cbr/\u003e              24. 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