Podcast Summary
Revolutionizing Art and Music with Technology: Deloitte uses business expertise and technology to create solutions for the art and music industries, with examples including the growth of Art Beats and Lyrics event and the changing landscape of music production and consumption.
Technology and innovation are revolutionizing various industries, including art and music. Deloitte, a business consulting firm, is helping businesses navigate this transformation by combining business acumen and technology to build solutions for today and the future. In the art world, the documentary "art beats in lyrics" showcases how technology has played a role in the growth of the Art Beats and Lyrics (AB&L) event from a humble art show to a cultural phenomenon. Meanwhile, in music, technology has changed the way music is created, released, and consumed. The Future of Music series explores these changes, with episodes focusing on music sampling and the impact of streaming platforms on the industry. According to music reporter Danny Deal, who hosts the series, the future of music encompasses various aspects of how music is made, released, and consumed, and the focus is on creativity rather than financial resources.
Revolutionizing songwriting with sample marketplaces: Sample marketplaces make it easier and more accessible for artists to obtain samples, allowing them to focus on their craft and broaden their sonic possibilities.
The use of sample marketplaces like Splice and Sounds.com has revolutionized the songwriting process by making it easier and more accessible for artists to obtain samples without the legal complications of the past. This shift allows creators to focus more on their craft and less on the logistics of acquiring samples, leading to a faster connection between their ideas and their final product. The availability of a vast library of sounds also challenges the negative perception of sampling as an unoriginal or dishonest practice, as artists can now build upon existing sounds to create something new and unique. This change in the creative process not only saves time and resources but also broadens the sonic possibilities for artists, ultimately enhancing their art.
The Evolution of Music Production: Balancing Creation and Use: Music production involves constant decision-making between creating sounds from scratch and using samples. Technology has made production more accessible and efficient, transforming the industry from file sharing to legal distribution.
Creating music involves constant decision-making about what techniques and resources to use. The speaker shared a personal anecdote about his evolution from using samples to making everything from scratch, only to realize that even that was a form of "cheating." He eventually settled on a balance between using and creating sounds. The conversation with producers Andreas and Mauricio opened his eyes to the pride and creativity involved in using samples, and he marveled at how technology has made music production more accessible and efficient compared to the past. The shift from file sharing platforms like LimeWire to legal distribution services like iTunes revolutionized the music industry, making it easier for artists to distribute their work and for listeners to access it. Overall, the discussion highlighted the evolving nature of music production and the importance of embracing different techniques and technologies.
The Waterfall Strategy: Releasing Songs in the Digital Age: Artists now release multiple singles leading up to an album or even without one, using the waterfall strategy to stand out in the digital music market.
The rise of digital streaming services like iTunes, Spotify, Apple Music, and Tidal has drastically changed the way music is distributed and created. iTunes, in particular, reinvigorated the singles market, allowing listeners to purchase individual songs instead of entire albums. This shift has led to a new release strategy where artists put out multiple singles leading up to an album, or even release singles without an album at all. This approach, known as the waterfall strategy, involves releasing songs at regular intervals and then bundling them together as an EP or album. Charlie XCX, a singer and songwriter, discussed this change in the upcoming music streaming episode, highlighting how artists now have to find ways to stand out among the vast amount of music available online.
Artists prioritize singles over albums in the digital age: Artists release singles due to shorter attention spans, focus on choruses, and tactics like hooks, short songs, and minimizing skips to maximize plays and earnings
In today's digital age, artists like Charlie XCX, who grew up with the internet and were discovered online, prioritize releasing singles over albums due to the constant battle for audience attention. People's attention spans are shorter, and artists must hook them within the first few seconds to keep them engaged. The song structure is changing to reflect this, with shorter songs and a focus on the chorus. Artists also consider skip rate, which measures how quickly listeners move on to the next track, as it impacts their earnings on streaming platforms like Spotify. To maximize plays and minimize skips, artists use tactics such as starting with a hook in the intro, keeping the song under three minutes, and avoiding pre-choruses. It's all about grabbing the audience's attention and keeping them invested for at least 30 seconds.
Innovation thrives through connection and adaptation: The music industry has shifted from predicting revenue based on known format shifts to embracing the need for every song to stand on its own merit, providing consumers with a greater variety and quality of music.
Innovation thrives when we connect people, ideas, and technologies. This was highlighted in the story of Art Beats and Lyrics, a documentary showcasing how a humble art show grew into a cultural phenomenon through collaboration and adaptation. In the world of music, this translates to the democratization of sounds and the need for each song to stand on its own merit. With over 25,000 songs uploaded to Spotify every day, the music industry has shifted from predicting revenue based on known format shifts to embracing the need for every song to be a "banger." While some may view this as a downside, it ultimately provides consumers with a greater variety and quality of music. As technology continues to evolve, it's essential to connect to what matters for innovation and embrace the changes that come with it. To learn more about the future of music and its innovations, visit Deloitte.com/us/innovate.
Artists are breaking free from traditional album releases: Artists now have more control over their careers, using mixtapes, viral hits, and social media to reach audiences, blurring the lines between albums and mixtapes.
The music industry is evolving, and artists now have more creative freedom and ways to reach audiences beyond traditional album releases. Charlie XCX calls her rapid-fire releases "mixtapes" to bypass label expectations, while others, like Lil Nas X, create viral hits through social media. The industry is moving towards artists taking charge of their marketing and presence, rather than relying solely on labels to build their careers. The lines between mixtapes and albums are blurring, and artists can now choose to make a splash with a viral hit or a carefully planned release. Ultimately, success in the music industry now requires a combination of talent, creativity, and savvy marketing skills.
The Future of Music: Artists in Control and Direct Access to Audiences: New technologies and flexible business models are empowering artists with ownership and control over their music, allowing them to connect directly with audiences. Advances in music production technology make it accessible for anyone to create high-quality music.
The future of music is about artists having more control and direct access to their audiences, thanks to new technologies and flexible business models. Companies like Cobalt, AWOL, and Amuse are leading the way, offering artists ownership and control over their music in new and innovative ways. This shift towards artist empowerment is reflected in the actions of successful artists like Ariana Grande, who release music on their own terms. Moreover, advances in music production technology have made it possible for anyone to create high-quality music, making the world a better place for art. The "Future of Music" series explores these trends and more, including the making of an eight-meter tall LED spear with dance artist Eric Pritz, the transition of dance producer Tom Holkenberg into movie scoring, and the dominance of K-pop on YouTube.
Exploring the creative processes of musicians in 'Feature Music' and 'Art Beats and Lyrics': Discover the inspiration behind artists like Charlie XCX and the founders of Art Beats and Lyrics in two new YouTube series. Sponsored by Jack Daniels and Tennessee Honey, these documentaries offer a glimpse into the lives and works of musicians and cultural pioneers.
The second season of "Feature Music" with Danny Deal is now available on YouTube. The series, which explores the creative processes of various musicians, features interviews with artists like Charlie XCX. Fans can find Danny Deal on Twitter, and the season finale will be released on September 20th. Additionally, the documentary "Art Beats and Lyrics" is now streaming on Hulu. This film showcases the origin stories of the founders and curator of the Art Beats and Lyrics event in Atlanta, revealing how the city has shaped their lives and roles within the cultural phenomenon. The documentary follows several artists as they prepare for the event's 20th anniversary tour. Jack Daniels and Tennessee Honey are sponsors of the show, and the documentary is directed by Bill Horace. Fans of music and art should check out both "Feature Music" and "Art Beats and Lyrics" for unique insights into the creative worlds of various artists.
