Just in time for MIDEM, Forrester has published a new report: ‘Digital Natives: The Generation That Music Product Strategy Forgot’. It talks about the 12-15 year-old ‘digitally native generation’, who author Mark Mulligan thinks offer a glimpse of the future. “All they’ve known is digital. Online video and mobile are their killer apps. These Digital Natives see music as the pervasive soundtrack to their interactive, immersive, social environments. Ownership matters less. Place of origin matters less. Context and experience is everything.” Mulligan will be presenting more of the report’s conclusions on Saturday at MIDEM.

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