Ideas
Explore the world's #1 largest database of ideas and innovations, with 461,715 inspiring examples.
Trend Reports
Discover why 1,241 brands rely on our AI-powered Trend Reports to get better, faster insights.
Newsletter
Join 321,001 subscribers who rely on our weekly newsletter to keep up with need-to-know trends and insights.
How to Hunt
Learn more about how to hunt megatrends, ideas, patterns and opportunity.
Consumer Insights
Uncover major shifts and emerging opportunities with our exclusive PRO research.
Trend Reports
Discover why 1,241 brands rely on our AI-powered Trend Reports to get better, faster insights.
Newsletter
Join 321,001 subscribers who rely on our weekly newsletter to keep up with need-to-know trends and insights.
How to Hunt
Learn more about how to hunt megatrends, ideas, patterns and opportunity.
Advisory & Services
Accelerate innovation and ignite disruptive thinking with our award-winning programs and research.
Trend Reports
Get fast, customized trend reports, presentations and deep dives 20x faster than traditional research.
Plans
Get started today with a free consultation, our self-serve tools, or a dedicated program.
Articles & Magazine
Get inspired with our 4,212 innovation strategy articles, keynote, videos and innovation tools.
Innovation Awards
Trend Hunter’s Innovation Strategy Awards recognize the best innovation tactics gathered from our interviews with some of the world's most notable business leaders, authors and change makers.
Advisory & Services
Accelerate innovation and ignite disruptive thinking with our award-winning programs and research.
Innovation Assessment
Enhance your innovation potential with a deeper understanding of your unique innovation archetype and how your organization benchmarks.
FuturistU
Prepare for the years ahead with 100+ lessons, tactics, tools and frameworks with our full learning database.
Innovation Books
Join 20,000,000 people getting better and faster with our New York Times Bestselling books and keynote videos.
Jeremy Gutsche
Ignite your event or virtual event with our CEO, a NY Times Bestselling Author and one of the top innovation keynote speakers.
Our Team of Speakers & Virtual Presenters
Inspire your group with our most popular speakers on innovation, trends, change and futurism.
Custom Training & Events
Bring the Future Festival experience directly to your team or co-hosted custom event.
Custom Masterclasses
Join the world's leading brands who leverage our custom programs to accelerate innovation.
FuturistU 5-Day Program
Become a Futurist with our immersive 5-Day program at Future Festival World Summit.
Online eLearning
Learn the fundamentals of futurism and trends with 100+ online courses about innovation.
How to Hunt
Learn more about how to hunt megatrends, ideas, patterns and opportunity.
Contact
Get in touch to learn more, ask a question or submit a tip.
About Us
Learn more about Trend Hunter and how we accelerate innovation.
Follow-Us
Join our 3,500,000 social media followers, on the cutting edge.
How to Hunt
Learn more about how to hunt megatrends, ideas, patterns and opportunity.
FAQ
Get answers to common questions about Trend Hunter.
Community
Stay on the cutting-edge with the help of the Trend Hunter community.
Team
Meet the team trusted by hundreds of leading businesses worldwide.
Jobs
Find opportunities to accelerate your career with the #1 Trend Firm.
News
Catch up on noteworthy Trend Hunter news and media mentions.
Join
Build a portfolio and put your trend-spotting abilities to the test.
Advertising
Supercharge your marketing by partnering with Trend Hunter.
Portfolio
Visit your public portfolio and browse your past articles.
Add a Trend
Write up an article and showcase your trend-spotting skills.
My Trends
Edit your articles and see how they stack up on the leaderboards.
Settings
Edit your profile, connect your social media accounts, and more.
Add a trend, customize your dashboard, or track topics.
Future Festival
Innovation Events
Join the world's top innovators at our in person events.
Free Webinars
Learn to innovate through chaos, navigate the new normal and maintain work culture from home.
Custom Training & Events
Bring the Future Festival experience directly to your team or co-hosted custom event.
Search our database of 461,715 cutting edge ideas.

Collaborative Music Marketing

BlackBerry Phusion With U2 Shows What the Future Holds

— September 19, 2009 — Marketing
This BlackBerry Phusion promotion with U2 is simply brilliant. Phusion as a concept is the collaboration of musicians and phone companies to deliver their media to the public through a variety of new and established distribution/marketing channels by leveraging Web and Mobile 2.0 concepts. 

In its simplest form, Phusion manifests itself as simply making the record available from a phone company’s music store. This form of digital distribution was pioneered by Apple and the iPhone using iTunes as their distribution engine. As a solution for purchasing music, this is incredibly elegant and has allowed millions to reconsider how they purchase media.  However, musicians have been searching for more; they long for the days before digital distribution when the LP record was meant to be consumed from beginning to end as an opus in celebration of their musical masterpiece. 

Phusion as a marketing concept allows the message to become the medium not only solving the broken distribution system but also allowing for the deeper levels of artistic fulfillment. This approach is layered and contextualized as a multifaceted marketing delivery service that allows for full collaboration between the artist and his medium and signals the death knell of the large recording labels. 

Tero Ojanperä at Nokia was well documented in a recent Fast Company article discussing the evolution of Nokia as a content and services delivery company. However, in Ojanperä‘s wildest dreams he could not have delivered the realities of this platform as elegantly as Jim Balsillie’s Research In Motion, makers of the popular BlackBerry devices, have delivered the new album from U2. RIM has taken the delivery of content to a new level of collaborative art form. I will give credit to Nokia for the Phusion of 'Dance Fabulous' as a music game, but this is subpar to what 'Rock Band' and 'Guitar Hero' have already delivered in the console games market.

RIM launched with a traditional mass media advertising campaign and tour sponsorship and there is really no innovation on what recording labels could have delivered. But if you also consider that RIM also worked with U2 in promotion of the album with a truly interactive application delivering new levels of social collaboration on the mobile device, you can see how RIM is truly brilliant. They are tapping into our primal need to use music as the language of the soul and allowing us to sate our hunger to share that language and how it moves us with our communities of interest in novel ways.

I imagine executives at all phone manufactures are conjuring up images of their collaborations while their counterparts at the recording labels are turning grey thinking of ways to artificially insert themselves in the process.
Trend Themes
1. Collaborative Music Marketing - Disruptive innovation opportunity: Creating platforms that allow for full collaboration between artists and their medium in music marketing.
2. Phusion as a Marketing Concept - Disruptive innovation opportunity: Developing multifaceted marketing delivery services that solve distribution system gaps and enable deeper levels of artistic fulfillment.
3. Interactive Applications in Music Promotion - Disruptive innovation opportunity: Designing interactive applications that enhance social collaboration and allow for new ways of sharing music with communities of interest.
Industry Implications
1. Music Industry - Disruptive innovation opportunity: Embracing collaborative marketing strategies and platforms to revolutionize the way music is distributed and consumed.
2. Mobile Phone Industry - Disruptive innovation opportunity: Partnering with musicians and artists to create interactive applications that enhance music promotion and user engagement on mobile devices.
3. Recording Label Industry - Disruptive innovation opportunity: Adapting to the changing landscape of music marketing by leveraging collaborative approaches and technology-driven platforms.
3.9
Score
Popularity
Activity
Freshness