1.MUSICMATTERS

2. MUSIC 2006 >> MP3 player ownership was high (85%), leading to more music being consumed>> The mobile phone was the preferred music device by many (68%) though few had made the switch (10%)>> Large music libraries, low levels of spend on all music formats (=piracy)>> A wish that the industry would make it easier to access music (=legal) MATTERS 3. 2007 4. MUSIC MATTERS >> Youth across Asia are consuming more music than ever before, and music passion is at an all time high. >> Hard drives are full of MP3s. Yet music spend is low compared to music download activity. >> Whats the state of music consumption among Asian youth? And what can we do to help it grow ????????????????2007 5. What matters about musicpassionconsumption2007 OwnershipPiracySolutions 6. 2007 findings 7. 2007 Survey by Synovate n=3,857. April 2007. 15-34 years old All income households 10 urban centers: India, Singapore, Indonesia, Malaysia, Philippines, Thailand, China, Hong Kong, Taiwan, Korea 8. music passion is at an all time high ...SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-24. Urban Youth in 10 Countries15-34. 9. 84% of young asians like music ... SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-24. Urban Youth in 10 Countries 15-34. 10. 54% of young asians love music ...SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-24. Urban Youth in 10 Countries15-34. 11. 4% of young asians hatemusic ... :-( SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-24. Urban Youth in 10 Countries 15-34. 12. 12% of young asians would listen every minute of the day ...if they couldSOURCE: MTV Music Matters Research April 2007 (Synovate). 15-24. Urban Youth in 10 Countries15-34. 13. music passion (% very passionate) 71 70 64 61 45 43 42 42 38 27INDIA INDO PHIL THAI KOR MALCHINA TWNSNGHK SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries 14. music passion (% very passionate)67 59 4615-1920-24 25-34SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries 15. music passion (% very passionate) 5446 20062007SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries 16. we are fortunate that so many young asians are passionate about music ...SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-24. Urban Youth in 10 Countries15-34. 17. asia loving asia ...SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries 18. SPOTLIGHT ON ASIAGROWING LOCAL PRIDERISE IN ASIAN MUSIC DECLINE OF THE WESTSOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries 19. favorite music ... 61 LOCAL POP 55 WESTERN POP28 OTHER ASIAN POP28 MANDARIN POP 25KOREAN POP 18CANTO POP15 JAPANESE POPLOCAL PREVAILS OVER WESTERN MUSIC SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries 20. Favorite Music - % Like Korean Music 80 40 29 2925 1410 92 KOR CHINA TWN THAI MALSNGHKPHIL INDO INDIA THE KOREAN WAVE CONTINUES ... NORTH AND SOUTH SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries 21. Favorite Music - Chinese Youth MANDARIN POP88 WESTERN POP 66LOCAL POP64 CANTO POP 52KOREAN POP 40 JAPANESE POP 32 20 OTHER ASIAN POP CHINESE YOUTH ARE LISTENING TO A WIDE VARIETYOF MUSIC THESE DAYS ....SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries 22. Favorite Music - Fragmentation FIRSTSECOND THIRD My favorite singer ...Hong Kong Eason Chan 8% Janice 7% Justin Lo 7%Singapore Black Eyed Peas 12% Jay Chou 7%JJ Lin 6%TaiwanJolin Tsai 9% Jay Chou 9%5566 8% Black Eyed Peas 9% Jay Chou 6%Linkin Park 5%Malaysia Potato 16%Clash 11%Big Ass 5% Thailand Samsons 18%Peter Pan 17%Agnes Monica 12%Indonesia Philippines MYMP 14% Kamikaze 11% Kitchie Nadal 7%SG Wannabe 11%Rain 8%South KoreaDong Bang Shin Ki 9% ChinaJay Chou 14%JJ Lin 5% Andy Lau 5% India Abhijit Sawant 15%Sonu Nigam 12% Himesh Reshimiya 23% A MIX OF MASS AND INDIE ARTISTS, VERY LOCALIZED,WITH FEW MEGA STARS SOURCE: MTV Young Asians Research October 2006 (Synovate). 15-24. Urban Youth in 10 Countries 23. we can see the importance of regional andlocal artists, with a rising indie spirit ...SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries 24. CONSU MPTION 25. Legal Purchases - % Past Month34 INSTORE CD 14 ONLINE MP39 ONLINE CD OFFLINE OVER ONLINE, WITH LOW DIGITAL PURCHASINGSOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries 26. Illegal Purchases - % Past Month25 UNPAID MP319PIRATE CD FILE SHARE 18 HIGHER (CLAIMED) LEVELS OF ILLEGAL PURCHASINGSOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries 27. Illegal CD Purchase - % Past Month 494720 15 14 13432 2Phil IndoMal China Thai IndiaTwn Korea HK Sing CLEARLY UNDERSTATING THE PURCHASE OF PIRATED CDS SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries 28. Unpaid Download - % Past Month 6337 32 30 23 22 1914 7 4 China Korea Thai TwnHK Phil MalSingIndia IndoAND NOT PAYING FOR IT ONLINESOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries 29. Unpaid Download - % Past Month34282015-19 20-2425-34 WITH TEENS BEING THE MAIN DOWNLOADERS ... SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries 30. BUT LETS LOOKFORWARD SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries 31. 68% OF ASIAN YOUTH WANT THE INDUSTRY TO HELP THEM GET MUSIC SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries 32. Help me get digital music8977 7570 67 63 6160 59 39 India Phil Indo China Thai TwnSingHKMal Korea% agree the industry could do more to help me get digital music SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries 33. changing music habits ... 34. how I listen to digital music ...030 60Computer p30d 56 MP3 Player p30d53 Internet Radio p30d 19SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries 35. 61% are listening to more music nowthat it!s digital SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries 36. and 71% believe their music will be all or mostly digitalin ve years time SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries 37. they are alsoconsuming their music videos more diverselySOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries 38. how I watch music videos ...04080 TV p30d 7827 NET p30d 13 MOBILE p30d SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries 39. the mobilephoneSOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries 40. 76% have their ownmobileSOURCE: MTV Young Asians Research October 2006 (Synovate). 15-24. Urban Youth in 10 Countries 41. 27% have downloadedmusic to their mobile SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries 42. 57% would like to replace their mp3 player with a music phone SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries 43. 63% would like the industry to helpthem get music on their phone ... SOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries 44. Help me get mobile music7976 74686055 54 5249 43 India PhilIndo ThaiMal HKSing KoreaTwnChina % agree the industry should work with the telcos to deliver music on the phoneSOURCE: MTV Music Matters Research April 2007 (Synovate). 15-34. Urban Youth in 10 Countries 45. the future is clearly mobile and digital 46. 61% are listening to more music nowthat it!s digital 47. music passion is high, and youngasians want easier access digital music 48. music does matter 49. thank you