You might not be well acquainted with the term “Creative Industries” although you are using apps or visiting platforms that provide you with heaps of music, films, games, e-papers or e-books on a daily basis.

So what are “Creative Industries” then? Let’s stick with this thumb rule: They consist of design, culture and media content which contains intellectual property. The exploitation of these creative and often intangible goods is propelling job and wealth creation, especially in an ideas-driven economy.

These days an increasing number of data-oriented CI-firms are establishing digital products and services. At the heart of their business model lies the analysis of big data and the integration of users into their offers.

The London-based music identification app “Shazam” is a paradigm for smart data analysis. Shazam has more than 100 million monthly active users. It is one of the most popular apps you’ll find out there. Why did I choose to write about Shazam? Because users are getting instant gratification and it is shifting the former logic of the music industry at the same time. Using Shazam means you can almost always get want you want. There’s this newcomer on the radio that kicks in your gut but you can’t figure out her name. No problem. Shazam is your personal solution provider. It has a 30 million-rich song-database that is likely to have her song embedded.

However, Shazam is not only your solution provider. It makes use of your smart phone’s geo-location to serve both music labels and promoters. Let’s say a significant number of people are requesting an artist via Shazam that hasn’t been signed yet. This information is value in gold for labels to professionally support musicians that are already on the radar of a somewhat solid fan base. Furthermore, promoters can predict where it makes sense to book gigs, based on track record. They know in which particular places artists have been ‘shazamed’. Backed with facts and figures, they can book tours especially in those cities were a good deal of support is guaranteed.

If you’re interested in finding out more about the “Shazam-Effect”, I strongly recommend you to watch this concise video:

Erich Renz

Posted by Erich Renz

Ever since he took up his studies of the Creative Industries in Mannheim (GER), Erich has been devoting himself to the impact of arts, media and design on both society and economy. His pursuit of research brought Erich to Brisbane (AU) and Amsterdam (NED). At Queensland University of Technology he assessed Indonesia’s government-led creative-transformation. Furthermore, he published a paper on creative city making at the University of Applied Sciences in Amsterdam in which he examined the influence of creative and knowledge-workers on Amsterdam’s thriving “Knowledge Mile”. In doing so, he developed a toolkit for analysing business models of enterprises based solely on information available on their respective online presence. Meanwhile Erich has returned to Munich (GER) to finish his Master’s thesis on data-driven product and business model development in the Creative Industries.

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