Reports Music

Creator culture The song becomes the feed

Report by Mark Mulligan and Kriss Thakrar
Cover image for Creator culture
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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

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