The challenge of socialism

At the core of Nokia’ plan to make music more social is its “recommender” function. This allows you to tell your friends about albums and songs, as you discover them. “Social media will without a doubt be important in how people discover music,” says Larsen. “Social music is the future.” He adds: “We all like to share experiences, music forms a background and a context to those.” But it’s not as simple as “sharing” music. “It’s just about finding the right model to allow sharing to happen,” Larsen says. “An à la carte download model doesn’t necessarily lend itself to being the best sharing model.” The big challenge is to develop the right model. “If we can develop a model in future that works around that, then I think the integration of social music will happen a lot quicker,” he says.