What is the big attraction in music to the global tech-titans? It might be that we are on the cusp of redrawing e-commerce.
“Audio is a bedrock activity,” says Reynolds. “Video requires a level of attention whereas the difference with audio is you can listen to it, hear an ad, and do all the other things you do on a smartphone, play games, read or use an app, while the music lives in the background.”
To underline the importance of music on mobile, Reynolds points out that T Mobile just announced that its customers can now tap into digital audio services without eating into their data plan. Audio is set to be even more pervasive.
Each of the tech titans is teasing out their best chance of securing and extending their engagement with audiences and music suddenly looks like the best route for that. Reynolds also points out that the Apple-Beats and Google-Songza acquisitions seemingly came from nowhere.