Creator hubs Creator tools’ next growth driver
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The 20,000 foot view: 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.
Key insights:
- The music tools sector was worth billion 2020 - up from 2019, of that revenue from digital
- Creator hubs that provide suites of tools cater for multiple parts of creative workflow) will reshape the and will power new modes creativity
- Many creator will drive the growth of to DAW based music workflows, some hubs will ultimately work building their own DAW
- Creator hubs build out from narrow starting to fully fledged propositions through successive series of partner-buy-build phases
- Two key models will emerge: market aggregators contained ecosystems. Both approaches will hubs become increasingly powerful as curators, similar to the roles mobile app stores
- Landr, Spotify, Audio, Loopcloud and Splice are key examples of current creator while Francisco Partner’s investments in Instruments and iZotope could be basis for a further one
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