Creator culture The song becomes the feed
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The 20,000 Foot View: The creator tools marketplace is creating a revolution in the culture and business of music. The third decade of the millennium represents the opening of a new chapter for the music business, with the means of production and distribution fully democratised. Perhaps the most meaningful shift, however, will be taking music making out of the hands solely of traditional musicians and into the hands of consumers.
Key insights
- Technology has consumers to express themselves via and video; now the same is set to happen for triggering the emergence of what calls UGC music
- Technology that powers creator tools (AI, soundpacks, will be simplified and put the hands of consumers who use it to express themselves social feeds just like they now with images and video
- The shift create a splintering of music, to that which has already in video (e.g., Netflix versus As with video, the splintering be given structure by different tied to specific app formats
- Creator tools will become places where artists build micro communities of fans, them into the creative process creating new monetisation opportunities for
- UGC music dramatically increase the total addressable (TAM) for creator tools, both terms of producing tools for and due to the widening the artist funnel
- Destinations that UGC music will have the to become next-generation music companies, label-like services and streaming functionality
Companies and brands mentioned in this report: Bandcamp, Bandlab, Clubhouse, Fancircles, Instagram, Landr, Roblox, Snapchat, Soundstorming, Splash, Splice, Spotify, TikTok, Trackd, Twitch, Voisey