BBC Music needed a new platform to engage with Millennials. Music fans are increasingly adopting on-demand streaming services with massive digital music libraries (Spotify, Deezer and Youtube) as their choice of music content provider.
The BBC needed to carve out their role in this new landscape, knowing that they cannot compete as content publishers, but that they have an incomparable service in content curation.
PEOPLE CENTRIC STRATEGY
Audiences are becoming lost in the huge volume of tracks available on streaming services where curation is often overlooked in favour of a broad choice.
As the BBC has the richest specialism in music genres, unparalleled by any other organisation in the world, there was an opportunity for the BBC to act as content curator by creating a layer on top of the streaming services that compliments their offering.