Thursday, October 17, 2013

Universal Music Insights Chief Keeps Beat with Change


Researcher Demonstrates Artists Aren’t the Only Creative Force in Music


By Marc Dresner, IIR

The music industry has been the poster child for disruption for decades now.

Remember the advent of Napster and peer-to-peer file sharing (a.k.a. piracy on steroids) back in the late ‘90s?

How about a couple years later, when a portable digital music player redefined a computer company and…

Well, you know how the story ends. Or put more accurately, where things stand today.

This is the environment in which Alisa Olander and her team provide insights. And frankly, it makes consumer packaged goods look pretty sleepy.

Universal Music Group’s VP, Strategic Insights & Research recently sat down with me for a brief discussion
Alisa Olander
about her role and day-to-day.

“In a single day we could be working on a Lady Gaga or Katy Perry release to streaming consumption to pricing jazz to A&R research for an emerging band to sizing the market for a new product to helping karaoke get year-round positioning in retail stores or helping brand partnerships with various branding opportunities,” Olander told The Research Insighter.

When you think about music distribution and consumption, how music is accessed and the role of changing technology, the impact on business models—not to mention the complex, intensely personal ways in which music touches consumers—it’s clear that the artists aren’t the only creative force in music today.

Listen to the podcast! 

Download the transcript! 

Editor’s note: Alisa Olander will be presenting “Data Visualization: The Subtle Art of Data” at The Market Research Event 2013 taking place October 21-23 in Nashville, TN.


For information or to register, please visit The Market Research Event website

ABOUT THE AUTHOR/INTERVIEWER 
Marc Dresner is IIR USA’s sr. editor and special communication project lead. He is the former executive editor of Research Business Report, a confidential newsletter for the marketing research and consumer insights industry. He may be reached at mdresner@iirusa.com. Follow him @mdrezz.
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