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Meet The Millennials – MusicTank

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Meet The Millennials



An authoritative account of fan influence over musical creation, exploitation and consumption.


Author/s: Terry McBride

2015 latest press on report: Nettwerk Music Group CEO Terry McBride on Sarah McLachlan’s Start, Passenger’s Rise and Why Music and Yoga Are Intertwined

“In 2008, McBride and Brent Muhle, who is now head of marketing for iTunes Europe, presented a paper for the U.K. music business development organisation MusicTank that correctly predicted that millennials cared about immediate accessibility over song ownership, streaming would largely eradicate piracy and young consumers saw their artists as brands. This paper [see below] became a template for Nettwerk’s future.”

“…a new, thought-provoking essay on the current face of the musicians’ industry.” (Billboard 15.05.08)

“…particularly engaging…a fast-paced, incredibly enthusiastic, positive report…it really ought to be bedtime reading for anyone who is attempting to generate success in this disparate, complicated industry.” (Record of The Day, 15.05.08)

Full Report and a Free Exec Summary below…


REPORT: MusicTank’s second report picks up where Beyond The Soundbytes left off, consolidating two years of debate, discourse and investigation in one indispensable document.

Building on Peter Jenner’s 2006 clarion call, Meet The Millennials provides a nuts-and-bolts account of the new music business’s increasingly complex mechanics, combining analysis and discussion with clear, incisive advice from one of the industry’s great innovators. Drawing inspiration from his experiences with Nettwerk, Terry’s penchant for experimentation and keen desire to diversify made him the perfect proponent of such an important message.

The report was launched 15th May ’08 at the Great Escape Festival, Brighton, as part of Terry McBride’s Thursday Keynote.

Its main findings, in terms of where the industry is, where it should be and how it can get there, are summed up in the freely available Executive Summary.

The report’s central tenets and topics will also provide a starting point for wider discussion, as MusicTank host a summer conference analysing the report’s findings and repercussions. Taking place at a central London location during July, the event will comprise a packed schedule of talks and panel discussions, including an address by Terry McBride.

Terry McBride (CEO & Co-founder, Nettwerk Music Group) and Brent Muhle

Meet The Millennials © Terry McBride, May 2008. All rights reserved. Reproduced by kind permission.