Come si rapportano le nuove generazioni con la musica? con Mosè Cov - Audi We Generation S1E1

Audi We Generation

21 Jan 201903:36

Summary

TLDRThe video script highlights the impact of technology on the music experience of the younger generation, emphasizing the prevalence of smartphones in music consumption and the personalization of music taste. It introduces Mosè Cov, a rising rapper in Milan, discussing the power of music to unite people and the importance of authenticity in art. The script also touches on the concert experience, noting how it fosters collective emotions and connections, despite the common practice of documenting moments through photos and videos. Overall, it presents a nuanced view of the We Generation's relationship with music and live performances.

Takeaways

📱 91% of young people listen to music only on their smartphones, highlighting the prevalence of mobile devices in music consumption.
🎶 There's an app for everything, especially for music listening, indicating the digitalization of the music industry.
🤝 The youth are on a journey to meet Mosè Cov, an emerging rapper in the Milanese scene, showcasing the importance of networking and discovering new talents.
🤔 Three observations to reflect on together, a question about the future to chart a course, and a starting point: the H-FARM campus, emphasizing the role of educational and networking platforms in shaping the future.
📖 Giacomo Mazzariol, a 22-year-old who has written a book about his generation, represents the voice of the youth and the power of individual expression.
🎵 Music allows individuals to cater to their tastes and live a fully customizable experience, reflecting the personalized nature of modern entertainment.
🚗 72% of young people have driven at least 100km to attend a concert of their favorite artist, demonstrating the dedication and passion for live music experiences.
🎤 Mosè Cov believes music is still the best way to unite people, highlighting the social and bonding power of music.
🌐 Technology enables artists to connect and collaborate with others, even from a distance, expanding the possibilities for creative partnerships.
💬 Honesty and style in an artist's message can make a significant impact, as people appreciate authenticity and substance in music.
🌊 The feeling at a concert is likened to being carried by a wave of people, showing the collective energy and emotions present at live events.
📸 The trend of taking photos during concerts, almost a universal activity, raises questions about the balance between capturing memories and living in the moment.

Q & A

What percentage of young people only listen to music on their smartphones?
-91% of young people only listen to music on their smartphones.
What is the significance of apps in the music consumption of the younger generation?
-Apps are crucial for music consumption among young people, especially for listening to music, as they provide a platform for individual and personalized experiences.
Who are the young people traveling to meet and what makes him an interesting figure?
-The young people are traveling to meet Mosè Cov, who is one of the most interesting emerging rappers in the Milanese scene.
What is the role of the H-FARM campus in the context of the discussion?
-The H-FARM campus serves as a starting point or a point of departure for the group of young people to reflect on three observations and discuss the future trajectory.
What is Giacomo Mazzariol's contribution to the conversation about the younger generation?
-Giacomo Mazzariol, a 22-year-old who has written a book about his generation, emphasizes the ability of each individual to cater to their tastes and live a fully customizable experience.
What does the script imply about the role of music in social connections?
-The script suggests that music remains the best means to unite people and that it allows for a collective emotion that is more powerful than an individual emotion.
How does Mosè Cov view the evolution of music consumption?
-Mosè Cov believes that music still serves as a means to bring people together and that it allows them to escape reality, share stories, and connect with others.
What percentage of young concert-goers have driven at least 100km to attend a concert of their favorite artist?
-72% of young people have driven at least 100km to attend a concert of their favorite artist.
How does technology facilitate collaboration in the music industry?
-Technology enables artists and producers to work together even from a distance, allowing for more diverse collaborations and creative processes.
What is the importance of having a message behind the music, according to the artists?
-Having an honest message and presenting it with style is fundamental to connect with the audience, as it ensures that the music is not seen as mere filler or insignificant.
How does the experience of a live concert affect the attendees?
-A live concert allows attendees to connect on a deeper level, as the collective vibrations of the crowd can elevate the experience to a higher plane, creating a powerful sense of unity.
What is the impact of using smartphones during concerts on the experience?
-Using smartphones during concerts might lead to a loss of the immediate experience, as people might focus on capturing the moment for later rather than fully immersing themselves in the live experience.

Outlines

00:00

🎶 The Digital Music Revolution

This paragraph discusses the significant shift in music consumption habits among young people, with 91% of them using their smartphones as the primary device for listening to music. It highlights the prevalence of apps for various purposes, including music streaming. The narrative then introduces a group of young individuals on their way to meet Mosè Cov, an emerging rapper in the Milanese scene. The paragraph also touches on the importance of the H-FARM campus as a starting point for their journey. Giacomo Mazzariol, a 22-year-old author who has written a book about his generation, welcomes the audience to the We Generation. He emphasizes the individuality and personalization of experiences in the digital age, where one can cater to their tastes and preferences at any moment. The paragraph delves into the different aspects of music listening, from rock and pop to playlists and random playback, and the irreplaceable experience of live concerts. It also explores the emotional impact of music and the connections it fosters among people, as well as the role of technology in enabling artists to connect and collaborate, even from a distance. The discussion concludes with a reflection on the importance of authenticity and message in art, and the power of collective experiences at concerts, which are not fully captured by digital interactions like emojis.

Mindmap

Keywords

💡smartphone

A smartphone is a handheld device that combines the functions of a cell phone with those of a computer, allowing users to make calls, send messages, access the internet, and use various applications. In the context of the video, it is highlighted as the primary device for listening to music among young people, emphasizing the shift in technology and its impact on music consumption habits.

💡music streaming

Music streaming refers to the delivery of music content over the internet, where users can listen to their favorite songs without having to download them. In the video, it is implied that there is an app for everything, especially for music listening, suggesting the prevalence of streaming services in the current music landscape.

💡We Generation

The term 'We Generation' likely refers to a generation of individuals who are characterized by their interconnectedness and collective experiences, often facilitated by technology and social media. In the video, this concept is used to describe the current generation, emphasizing their ability to personalize experiences and share them with others.

💡personalization

Personalization is the process of customizing or adapting a product, service, or experience to meet individual preferences and needs. In the context of the video, personalization is highlighted as a key aspect of the current generation's music listening experience, allowing them to curate playlists and enjoy music that is tailored to their tastes.

💡rap

Rap is a genre of music characterized by rhythmically spoken lyrics and beats, often accompanied by electronic or sampled music. In the video, rap is mentioned as a significant part of the Milanese music scene, with Mosè Cov being an emerging rapper who represents this genre.

💡concerts

Concerts are live music performances in front of an audience, typically featuring one or more artists or bands. The video script emphasizes the importance of concerts as a collective experience, where people come together to enjoy music and emotions are amplified through shared connection.

💡reality escape

Reality escape refers to the act of seeking relief or distraction from one's everyday life through various forms of entertainment or activities. In the video, music is described as a means of escaping reality and connecting with others through shared stories and experiences.

💡technology in music

The use of technology in music encompasses the various ways in which digital tools and platforms are utilized to create, distribute, and consume music. The video discusses how technology has enabled artists to connect with listeners and collaborate with others, even from a distance, highlighting the transformative impact of technology on the music industry.

💡collective emotions

Collective emotions refer to the shared feelings and reactions of a group of people, often experienced during significant events or experiences. In the video, the power of collective emotions at concerts is emphasized, suggesting that the collective joy and connection felt during live performances are unmatched by individual experiences.

💡social media and music

The intersection of social media and music refers to the way in which platforms like Facebook, Instagram, and Twitter have become integral to the discovery, sharing, and promotion of music. The video touches on this by mentioning the high percentage of people who take photos during concerts, indicating the role of social media in documenting and sharing musical experiences.

💡live experience

A live experience refers to the act of physically attending an event, such as a concert, where one can engage with the performance and the audience in real-time. The video script suggests that while technology allows for convenience and connection, there is still a unique value in the live experience that goes beyond what can be captured through screens.

Highlights

91% of young people listen to music solely on their smartphones.

There is an app for everything, especially for listening to music.

Young people are on their way to meet Mosè Cov, one of the most interesting emerging rappers on the Milanese scene.

A group of three young individuals will reflect on three observations together.

A question about the future to chart a course and a starting point: the H-FARM campus.

Giacomo Mazzariol, 22 years old, has written a book about his generation.

In the We Generation, each person can indulge their tastes and live a fully customizable, individual experience.

Rock, Pop, Playlist, Shuffle Play - from my playlist. It depends on the mood.

Music is irreplaceable, a collection of emotions with no comparison.

72% of young people have driven at least 100km to attend a concert of their favorite artist.

What is an artist's perspective on this evolution?

Mosè Cov is a rapper and an artist who believes music is still the best way to bring people together.

Music allows you to escape reality, hear stories from others, and sing them with your friends.

We have more opportunities than before to connect with people, not necessarily our listeners.

Technology allows artists to collaborate even from a distance.

Is there still a fundamental need for a message behind the music to reach people?

If you are honest and stylish in what you do, no one can say that your work is - in quotes - crap.

You can feel the success of a concert as soon as you move under the stage, carried by a wave of people.

Almost everyone (96%) takes a photo during a concert.

Is our generation still capable of enjoying the moment?

At a concert, some people prioritize recording a video to remember the experience rather than living it fully.

Is holding a phone during a concert a loss? It means losing that last little bit of reality.

Live performances are important because they connect people in a true sense, bringing collective vibrations to a higher level.

Emojis haven't yet learned to overcome the barrier of the screen.

Fortunately, there are still collective rituals that can give us shivers down our spine.