Creator culture The song becomes the feed

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Mark Mulligan and Kriss Thakrar

April 2021

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.

Companies and brands mentioned in this report: Bandcamp, Bandlab, Clubhouse, Fancircles, Instagram, Landr, Roblox, Snapchat, Soundstorming, Splash, Splice, Spotify, TikTok, Trackd, Twitch, and Voisey

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