Learn how to adapt and thrive in the music industry as technology reshapes the landscape with innovative strategies for future success.

Technology has been disrupting the traditional music landscape for years. What used to be a ten-year disruption cycle is now happening every six months with constant tech advancements and platform shifts. From $8 a vinyl record to less than a penny per stream—that’s the reality today. As an artist, it’s crucial to find platforms that support your growth and be quick to adapt to these tech shifts. Every platform offers the potential to collaborate globally—so reach out to your collaborators, create cross-border stories, and cross-pollinate your fanbases. If you're a creative artist, don’t underestimate the power of LinkedIn to forge business partnerships. To thrive, you need to turn your creativity into a sustainable business.

Last updated on Sep 19, 2024

What do you do if technology disrupts the traditional music industry landscape?

The music industry has always been shaped by technological advancements, from the invention of the phonograph to the rise of streaming services. These changes can be disruptive, but they also provide new opportunities for artists, producers, and industry professionals. Embracing technology is crucial, whether it's learning new software, understanding the latest platforms where music is consumed, or finding innovative ways to connect with audiences. Your ability to adapt to these changes not only ensures your relevance in the industry but can also open up new avenues for creativity and income.

1 Embrace Change

When technology disrupts the music industry, the first step is to embrace the change rather than resist it. This means staying informed about new tools and trends that are shaping the industry. You should educate yourself on digital platforms and how they can benefit your music career. Whether it's mastering a new digital audio workstation (DAW) or learning about the algorithms that drive music discovery on streaming services, understanding these elements can help you stay ahead of the curve and capitalize on new opportunities.

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Amelia Warren

Entertainment R&D Consultant, Live Production Specialist
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All businesses in the information age are tech businesses. If you're a festival, you need registration, tools for advancing shows, etc. If you're a live show, you need production- lights, audio, video, all of which are rapidly evolving. If you want to live stream, you now have the opportunity to showcase in VR or 360. And if you want to record, studios are constantly struggling with the overhead of subscriptions and new gear. Change is not just inevitable, it is hard to keep up. HOW you embrace change grants a competitive edge. A festival leverages registration tools for better ROI for sponsors. Live shows grab attention by early adopting emerging tech like drone swarms and XR and VR. New tech=new revenue streams & attention.

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Sutherland Sounds

Event Architect: DJ and Experience Designer
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Learn how to use the tech and change. It took a while for Rock musicians to embrace Hip Hop, and eventually they were replaced. Pretentious egos get left behind as technology progresses.

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Tom Riley

Director, Gaming Programs at Songtradr. Former Pretzel, OWSLA & Team Skrillex
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I'd like to discuss this in relation to the video game music industry. One example is adaptive or dynamic music soundtracks. This has transformed how music is integrated into games, disrupting traditional approaches to music composition and interaction. For example, in games like Halo and Red Dead 2, the music changes in real-time based on the player’s actions, creating an immersive experience that was previously impossible with static soundtracks. The technology behind dynamic music requires composers to create multiple layers or variations of a track, which an algorithm then pieces together based on in-game events. This innovation challenges traditional composition but has opened new opportunities for creative expression.

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2 Update Skills

As technology evolves, so must your skillset. You might need to learn about digital marketing to promote your music online or dive into audio production software to create and record your own tracks. Take advantage of online tutorials, workshops, and courses that focus on the latest music technology. By updating your skills, you ensure that you can navigate the new landscape effectively and continue to make a living from your music.

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Sean Beavers

Helping classical guitar hobbyists improve their playing at seanbeavers.us
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Learn about the new music technology. You don’t necessarily need to be an expert. But you need to learn enough to adapt to how it is affecting your particular role.

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Usman Abubakar

Independent Music Artist Advocate|| Co-founder of Koya.africa || CaveOfAdullam.Online|| ||Content Writer|| Social Media Manager
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The music industry has always been affected by technological advancements, from recording to radio to streaming. Despite the disruptions, it has managed to thrive. Even with the controversies surrounding AI-generated music, it's hard to predict what will happen in the next 5-10 years. One thing's for sure, if used properly, these tools could enhance creativity.

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3 Network Online

Networking in the digital age goes beyond attending industry events. It's crucial to build an online presence through social media and music platforms. Engaging with fans and fellow musicians online can lead to collaborative opportunities and help you stay relevant. Use these platforms to share your work, gather feedback, and stay connected with the global music community. Remember, your next big break could come from a connection you make online.

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Tom Riley

Director, Gaming Programs at Songtradr. Former Pretzel, OWSLA & Team Skrillex
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Many successful video game composers, such as Austin Wintory (Journey) and Gareth Coker (Ori, ARK), have leveraged platforms like Twitter, Instagram, and YouTube to engage with fans. But I also want to give a huge shoutout to Bandcamp which is a fantastic resource for artists to engage directly with their fans. I also think a great way of meeting people is to play games! Yes, I'm bias, but I'm also dead serious. I've got many friends I met through gaming and it's also crucial to know the world you're trying to engage with.

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4 Diversify Income

Technology has opened up multiple revenue streams for musicians. In addition to traditional sales and live performances, you can now monetize your music through streaming, licensing, and even teaching online. Explore various avenues like creating sample packs, offering virtual lessons, or composing for multimedia projects. Diversifying your income sources makes you more resilient to industry shifts and can provide financial stability.

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5 Innovate Creatively

Technological disruption is not just about business; it's also about artistry. Use new tools and platforms to push the boundaries of your creativity. Experiment with different genres, collaborate remotely with artists from around the world, or create immersive audiovisual experiences for your audience. Innovation can set you apart from the crowd and attract attention in a saturated market.

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Anurag Rao

CEO-Chain Reactor | Synch and Licensing l Co Founder- MARD Initiative (Men Against Rape and Discrimination) | Ex Believe l Ex Canvas Talent l Ex MTV l Musician | Founder Farhan live & Ayushmann Bhava l Ai enthusiast
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Technology has been disrupting the traditional music landscape for years. What used to be a ten-year disruption cycle is now happening every six months with constant tech advancements and platform shifts. From $8 a vinyl record to less than a penny per stream—that’s the reality today. As an artist, it’s crucial to find platforms that support your growth and be quick to adapt to these tech shifts. Every platform offers the potential to collaborate globally—so reach out to your collaborators, create cross-border stories, and cross-pollinate your fanbases. If you're a creative artist, don’t underestimate the power of LinkedIn to forge business partnerships. To thrive, you need to turn your creativity into a sustainable business.

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Sung L.

IMMERSIVE SOUND | Brand Sound & Film Music Consultant | HK Ballet, Opera HK, Jockey Club | Brand-customer Connections Thru Auditory Sensory →Design Thinking + Tech Weekly Post, Create Impactful Impression
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We tend to get hook on new tech and forgot the core. A tech is a tool, like a pen. Some of us use a pen to draw doodle, while Picasso use a pen to draw an art. Ultimately it is your skill and vision to use the tech. Upgrade your knowledge and learn from leaders is key. If we focus on the pen too much, the pen is still a pen, won’t be flying and making lights. If we focus on our skill, we will start accelerate and see the light and path.

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Tom Riley

Director, Gaming Programs at Songtradr. Former Pretzel, OWSLA & Team Skrillex
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With technology enabling remote work, composers can now collaborate with musicians, sound designers, and other creatives from around the world without being in the same physical space. Of course, this does some with some challenges but in a world where we're seeing a lot more people working remotely we have to adapt. But it's not all bad, global collaborations allow for diversity in sound and creativity, which can enhance the final product.

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6 Plan Strategically

Lastly, strategic planning is essential in navigating a tech-disrupted industry. Set clear goals for your career and determine how technology can help you achieve them. Whether it's building a strong online brand or launching a crowdfunding campaign for your next project, having a strategy in place will guide your decisions and actions. Stay flexible and ready to pivot as new technologies emerge and the industry landscape continues to evolve.

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What do you do if technology disrupts the traditional music industry landscape?

1

2

3

4

5

6

1 Embrace Change

2 Update Skills

3 Network Online

4 Diversify Income

5 Innovate Creatively

6 Plan Strategically

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