Celebrity Growth Hacker, Co-Founder of iNexxus & MusicPromoToday.
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Recently, a fake Drake and the Weeknd collaboration generated by someone using artificial intelligence went viral and subsequently set off alarm bells across the music industry. AI enables a low-cost, high ramp-up business model—distinct industries have been accelerating their capacities and empowering their teams at an exponential rate using AI. But what does the technology mean for music?
Musicians probably won't be turning to AI to create fake collaborations, but you can use it to conduct effortless experiments to try and create templates of the music you have in mind. Where one side of the industry will likely focus on producing volume—be it content, followers or streams—I think many self-made artists will use AI to unlock the true freedoms of creative expression.
In my line of work, I often tell artists that it is better to find and hold 2,500 diehard fans on Instagram than to have millions who barely engage with their content. In today's marketplace, AI and advertising technology are empowering artists by accelerating fan base research and niche targeting—two indispensable parts of the artist's journey.
Unlocking Creative Expression
AI is a game changer for music. It's intuitive, adaptive, suggestive and big-data-powered, and everything from workflow to strategic analysis is set to evolve. From what I've seen, AI is replacing the middleman sector and is simplifying and breaking down barriers for artists. From a bird's-eye view, all segments of the market stand to experience a significant shift in their relationships with each other. Creators, promoters, marketers and listeners will no longer be navigating the same type of musical environment; the tide has changed for good.
Leveraging AI-powered applications, musicians can now create unique, personalized experiences that cater to the tastes and preferences of new listener subgroups. The increasing prevalence of music created with AI is a promising chapter as the boundaries of creative experimentation are no longer an issue. See, if you're focusing on growing in an industry, and you have an acute imagination, the use of AI is a no-brainer. Even apps that will give you a head start on a project can help you bridge the gap between reality and your creativity.
In the past, artists required niche professionals to master, produce or remix songs to fit a targeted audience. Today, projects like BandLab's SongStarter and Aimi Studio help you multiply your options and create AI-generated vibes with a few clicks of a button. Even if you're going to be building an entire symphony around the auto-generated art, you just saved yourself countless hours, dollars and an unimaginable amount of emotional strain that comes with putting in the necessary work with other professionals.
The novelty of AI is the ability to unlock conceptual musical styles without having to retrain your skill set.
Going Beyond The Creative To Fan Outreach
With this new free flow of imagination, the creative industry has expanded its possibilities rather than hindered the process. For those who don't want to join this creative revolution, AI tools go beyond the creative to assist in outreach too. My agency, for instance, just created a new AI-powered publicity platform. And there are AI-based virtual assistants and advertising platforms, such as IBM's Watson Advertising, which can provide important data and insights.
Data is the key in music marketing, but coming back to building fandom, prioritizing the engagement of each individual fan is the basis of a successful strategy and not a one-day or week process. Tools like Symphony, an automated marketing platform that has been called "a CRM for creators," can help artists streamline fan development.
AI tools like these are simplifying the strategic music marketing paradigm, bridging the gap between artists and the industry as a whole. The bottom line remains the same, though. After all, music consumers are humans, and music is an emotional venture.
Leveraging The Potential Of AI
Embracing the AI revolution is key in the upcoming chapter of musicians, on whichever front you look at it. By learning the fundamentals and employing the same types of proactive work styles as successful big-name musicians, you can advance your career at record speed and establish yourself as an entrepreneur of your own music.
To navigate the shifting environment and set yourself apart as a musician, embrace AI as a tool, stay informed about AI advancements, and focus on building a strong and engaged fan base. You can gain a keen understanding of the market by conducting market research, networking with industry professionals and engaging with fans on social media. By using AI tools to streamline your workflow and enhance your marketing efforts, you can thrive in the ever-evolving landscape of the music business.
To fully leverage the potential of AI in the music space, try to view it as an invaluable tool to enhance your creativity and streamline the workflow of your agents and managers, while recognizing that it can never replace the unique human touch that is essential to creating music that truly resonates with audiences. The industry and your audience are made up of humans, after all.
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