Creator hubs Creator tools’ next growth driver
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The emerging competitive dynamic between insurgents and incumbents is the catalyst for an unprecedented period of innovation in the music creator tools space. However, because this dynamic is underpinned by substantial institutional investment and strong market growth, the second order effect is the further fragmentation of an already congested and oversupplied marketplace. This stands in stark contrast to new music creators’ demand for simplicity and speed. These are the market conditions that are giving rise to a new breed of creator tools platforms: creator hubs. These hubs aim to pull as much of the creative workflow into one place as possible and, in turn, exercise unrivalled influence over the wider marketplace.
Companies and brands mentioned in this report: Ableton Live, Arturia, Auxy, Cubase, FL Studio, GarageBand, IK Multimedia, iZotope, Landr, Logic Pro, Loopcloud, Native Instruments, Pro Tools, Soundbetter, Soundtrap, Splice, Spotify, Universal Audio