Sell Features, Not Songs
The recording is old news. Last century. Dead. The Access versus Ownership debate should have finished 10 years ago, but we’re still bickering. Access models (eg. streaming) are not supposed to replace Ownership models. They’re supposed to power a new reality, a new age for the Music business, in which the record industry possibly has no place.
“The Music industry” has become synonymous for the recording industry, just as it was synonymous for sheet music publishers prior to the rise of the recording companies. With new technology, come new companies, and the old companies move into the background. The new Music industry will likely not consist of those that depend on the recording (eg. major labels, or even Spotify), but those that apply technology to change what it means to listen to or interact with Music, just as the recording did in the 20th century.
Even the creative process will have to change.
Interactivity
Prior to the invention of the record, Music was far more participative than it has become throughout the age of mass media and mass consumption. Back then, if you wanted to hear your favourite song, you better know how to play an instrument, or have a member of the household who sings well, or you’re simply not going to hear it. That sounds extremely restrictive given our current reality, but it also gave Music certain characteristics that made it richer:
- Music was participative
- Music was mostly a social experience
- Music was more intimate
- Music sounded a little bit different every time
- Music belonged to everyone
I believe these are natural characteristics of Music, that got temporarily pushed into the background in the age of Mass Media and Western individualism. Entertainment and Culture became passive, and the ownership of Culture became less ambiguous, economically. A Creating Class arose, and a Consuming Class. The companies selling the output of the Creating Class benefited from the passiveness of the Consuming Class, because you couldn’t consume high margin products while you create.
The KLF’s Bill Drummond about Recorded Music
The KLF’s Bill Drummond about what the recording took away from Music. From 1:23. Quote below.
“As the technology to record music evolved through the twentieth century, it sucked in and seduced every form of music around the world. They all wanted to become recorded music. They all wanted to become this thing that could be bought and sold. And that narrowed the parameters of what music could do and be. And it took away from music a big part of what can make music powerful, which is about music being about time, place, and occasion.”
Brian Eno about Recorded Music
Ambient-pioneer and creator of the famous Windows 95 start-up sound Brian Eno said of Music in 1996:
“Until 100 years ago, every musical event was unique: music was ephemeral and unrepeatable and even classical scoring couldn’t guarantee precise duplication. Then came the gramophone record, which captured particular performances and made it possible to hear them identically over and over again. [?] I think it’s possible that our grandchildren will look at us in wonder and say: “You mean you used to listen to exactly the same thing over and over again?”“
Introducing Interactivity
The recording is not the end of the line for Music. Every medium is a transition to the next medium.
some people call recorded music “dead music”
The Media evolved and spawned Computers, the Internet, Video Games. The latter a highly Interactive example of Culture that went on to give birth to MMORPGs, where large Communities of players Interact and define their own Meaning, participatively. A particularly good example of the aforementioned elements coming together is Minecraft, a world-creating game where players work together to build whatever they can dream of. Deadmau5 uses this to enter a digital world of fan art and interact with his fanbase. Imagine what that’s going to look like with the unstoppable momentum Virtual Reality currently seems to have. The Consuming Class has become the Creating Class: Consumption and Creation are becoming, in part, synonymous.
Why am I not being offered more ways to interact with Music?
Look at the gaming industry. It’s a 1,000 times easier to get someone to pay to unlock a ‘special ability’ than it is to sell them a piece of content.
Intimacy and Immediacy
The old Music industry is not interested in creating Intimacy. It’s hard to scale. The dominance of the recording industry’s model depends on hundreds of thousands of well-timed sales, and a long-tail that provides income until 70 years after the death of the Creator.
Yet the fact that we carry computers in our pockets that are more powerful than the PCs on our desks a few years ago, and always connected to the Internet, offers amazing opportunities for Intimacy and Immediacy, ones that fans are happy to pay for. It means that Kevin Kelly’s theory of a 1,000 True Fans will become increasingly easy to apply for a growing number of Creators.
The rise of Intimacy and Immediacy will benefit those Creators who work with small teams, who are open about their creative process, and involve their fanbase early on in this process. This enables them to secure funds through crowdfunding, as opposed to trying to secure investment from large corporations, whether recording companies or brands.
One can create dynamics of social competition within a fanbase. Who can recruit the most new fans, or active members? Who are the most valuable contributors to the Creator’s wiki? Who spend the most money on merch and who have the most complete collection? The ones that rank highest, get access to perks. A weekly 1 hour video chat with the top 10, weekly 10 minute preview of what you’re working on for the top 50, 20% discount on merchandise for the top 200, etc.
An app that has a great idea for how to get people to actively discover new Music, engage with it, and feel part of the artist’s success is Tradiio. It gamifies Music discovery and lets users invest virtual coins in songs they believe in. This helps artists rise to prominence on the platform and earn rewards. If this platform evolves from a reward-based game, to a real economy where users can purchase coins and artists can cash out, it would be a good example of the type of company the new Music industry will be made up of. Just to mention some other exemplary companies for music’s future: look at Smule and Sonic Emotion.
More on Games
The Gaming industry got into the same mess, at the same time, that the Music industry got into, brought about by the fact that what they thought was their product could suddenly be communicated through networks at zero cost. A whole new Gaming industry emerged with the arrival of connected devices: smartphones. Instead of charging money for the game, they made the game free to play and highly social, and instead charged for a limited set of actions.
Music needs a new format that’s feature-oriented, rather than content-focused. The content remains central to the experience, but the interaction around the content is what brings in the money. Likewise, playback of recorded music will remain important in the future, but perhaps not as the part of the industry that rakes in the most important part of Creators’ incomes.
Examples
There are countless examples of companies pioneering the future of Music. From aforementioned Tradiio, to ones started by game developers, Music business serial entrepreneurs, and artists themselves. First let’s start with an example from another part of the entertainment industry.
Example: Affectiva & Portal Entertainment
The former is an emotion analysis startup spun out of MIT Media Lab in 2009. The latter is a studio which produces ‘movies’ for interactive devices. According to a recent article on Wired, using Affectiva‘s software, Portal Entertainment is creating a horror series that’s “exactly as scary as you want it to be”:
“The software will read your emotional reactions to the show in real time. Should your mouth turn down a second too long or your eyes squeeze shut in fright, the plot will speed along. But if they grow large and hold your interest, the program will draw out the suspense.”
Imagine applying that to music??Some companies are already closing in on that.
Example: Inception, by Hans Zimmer and RjDj
Music producer and film composer Hans Zimmer collaborated on an app for the Inception movie, with RjDj, a company that specializes in Context Aware Music and Augmented music, founded by one of the co-founders of last.fm, Michael Breidenbruecker. Hans Zimmer on the project:
“There’s a thing I’ve been searching for and I’ve been working on forever now, is a way to get beyond recorded music. To get beyond ‘you just download a piece of music and it’s just always the same’.”
The application they made draws information from the world around the user, and transforms it into fantastic music. It seems as if you’re being immersed in dreamlike worlds, as happens in the movie.
They continued their collaboration and made another app for The Dark Knight Rises. RjDj also created a Reactive Music game called Dimensions, which owes its name to the trippy effects of the Augmented Music that make it feel like you’ve just crossed into another dimension. The game is free-to-play, and offers in-app purchases to unlock new experiences or further augment existing ones.
I asked two of the people behind RjDj whether people are ready for adaptive music. This is what they had to say.
Michael Breidenbruecker:
“I think many of them are ready. Apps like Inception or Dark Night Rises show that people are really into this sonic experience. The problem is how this is presented packaged. I can tell you from experience that not many people hear the difference between 5 hours of generative music and 5 hours recorded music. So really… no one cares if your music changes all the time through an algorithm and never sounds the same or if [it] is a preproduced track. Music has to have a reason why it is dynamic and not linear… that’s why we sync it to real life.”
Robert Thomas:
“I think Inception especially proved that if the experience is delivered in a way that makes sense, perhaps within a bigger conceptual framework, then millions of people can understand it and really like it.
As for people understanding the depths and details of how reactive music changes. It is very very easy to lose a huge part of the audience here. I think its fair to say that only musicologists and very serious music listeners could pick out the ways in which detailed generative music is changing for instance. Making a reactive music experience meaningful requires that the listener can tangibly feel that the change in the music is linked to his / her activity or life in some direct and hopefully emotionally powerful way.
Often making linear music is about manipulating the emotional state of the listener into particular states of mind over time for dramatic effect. Reactive music poses a different set of possibilities – what if the music is manipulated by them / their emotional state? As a composer this is totally different – its like using a sniper rifle instead of a shotgun – you can make your music hit exactly the right spot for the moment.“
Adaptive soundtracks are actually quite common in games, where the Music transforms depending on the player’s absolute and relative position (it’s called Dynamic Music). Some developers are chucking all the other game elements aside to focus fully on that.
Example: Proteus
Proteus has been described as a non-game. The game (or ‘game’) was developed by one developer and one sound designer, and places you on a mystical island. There’s nothing there to kill, no need to score points, and you can’t die. All you have to do is to wander around the island to discover new areas and to enjoy the way objects around you influence the soundtrack. This is the literal embodiment of the phrase ‘soundscape’. The changing seasons, different weather conditions, time of day, and varying ecosystems all have an impact on the Music.
I asked David Kanaga, the game’s sound designer, whether this is something anyone could do, in order to understand whether this could become a more mainstream medium for Music:
“Yes, anyone could do it. It’s maybe even more natural than writing static music in a way. That said, very few people are doing it, and maybe it takes years of UNLEARNING, which maybe means everything needs to be played again, to stop fixating on what’s successful and beautiful in recorded music, in Sgt. Peppers and Pet Sounds, to find the play aspect of those and to move on, to stop admiring recordings.. improvise only, this is the tactic that i’ve been practicing myself to try this unlearning.. no serious learning is needed, really, but the UNLEARNING is totally necessary.”
Example: Biophilia, by Bj?rk
In recent years many artists have taken to releasing albums as apps. Bj?rk had a particularly interesting take on it, releasing her album as a 3 dimensional galaxy that can be navigated and interacted with. The app even became part of MoMa?s collection.
Through the use of in-app purchases, the user can unlock new parts of the galaxy, which provide new Music to Interact with.
Example: Don’t Be Scared LP, by DJ Vadim
Ninja Tune veteran DJ Vadim released an ‘immersive album’, which allows users to interact with different elements of the song, recomposing it according to their own wishes. What better way to create a sense of Intimacy between your fans and your Music.
Example: Central Park (Listen to the Light), by BLUEBRAIN
Then there’s Bluebrain, a musical duo that produced their own apps, location-aware albums, one of which can only be used in New York’s Central Park. In a way it’s similar to Proteus, except in this case, the soundscape is mapped to physical locations rather than virtual.
Example: Weav
Recently a new music startup by one of the creators of Google Maps started making waves: Weav. Weav’s aim is to simply make music elastic. Unlike Spotify’s new feature which picks songs that match your tempo while running, songs on Weav’s platform will actually adjust to your pace. The team created tools for musicians to create dynamic music: you don’t just write the song, you also program rules for it to recompose itself and adjust to different tempos. Co-founder Lars Rasmussen:
“We believe that as our lives become increasingly digital, and as our increasingly powerful mobile devices play greater and greater roles in our lives, having a song that can change and adapt — in real time — to what you are doing will become increasingly important. And delightful. This is why we built Weav.”
Conclusion
If you’re waiting for disruption in the music industry, don’t look at the big platforms like iTunes or Spotify. They belong in the Age of the Recording.
Look at platforms that offer actual Interactivity, Immediacy, Intimacy, and Involvement. Now more than ever can Creators help give shape to future formats of Music, and to new ways to connect the listener to the Music.
Imagine Music in the Age of the Internet of Things.
Music may be static, but it doesn’t have to be. And the relation between Creator and Fan certainly shouldn’t be.
Re: Re:
Exactly. I've tried to establish a timeframe, but that's only something that I could use to get the trademark declared void in court... Which I would probably have to do in the US and don't really want to spend money / energy on.
Until then, Soundcloud's incentive is to make legal risk assessments based upon a system that really needs to be changed.
Re: Re: Why can't smart people solve this?
Yet they see no problem with handing over bulk info about bank transactions to the American gov't..
Re: >>> "I assume you're ... calling all of those writers "Messiahs" who are each the only person warning of these dangers?"
Re: Masnick against "innovative services on condition that they do not harm the open Internet access"!
He's not claiming anyone doing the deciding is an idiot. If anything, he'd be claiming those people are treating their citizens like idiots. Obviously this is the result of smart lobbying and negotiation tactics.
Re: Baby…bathwater…?
They'll live side by side, so sure. I just expect the music format for default consumption to shift to adaptive (songs can even be 99.5% the same).
But yeah, static recordings have a place.
Sheet music didn't go anywhere either.
Re: Go fuck yourself Bas Grasmayer
Hey, you have some good questions, and I want to address them, despite the unnecessary expletive in your subject line.
This is not necessarily about neurobeats. Those form a small part of this, and a part which is pretty difficult to monetise for mosts artists for the time being.
I am very interested in that. That’s what I do on a day-to-day basis. I just wanted to put the perspective a little bit further. What music will be 20-40 years from now, starts today.
Great. Because that worked. They found something which was better than what was there before, and they found a way to massively grow their industry.
Earlier in your comment you mention I suggest only one feature: this is false. I get what you mean, but that’s not what a feature is. There are many features mentioned, but indeed one paradigm: offer users an experience that’s better than free by selling features. Give them a real reason to pay. We have computers in our pockets more powerful than the computers on our desks 5 years ago. That’s radical. We need to utilise this opportunity.
Great business models, that I expect to stay around and live alongside adaptive music.
That’s not 1 feature - that could be a huge range of features with a massive amount of different applications (I don’t mean ‘apps’). Also, this is not about adjusting to the listener’s state of being necessarily: it can adjust to weather, to distance from destination, to amount and type of ambient noise, it can be interactive so people can play around with it, etc.
The point about not being able to tell the difference that Michael Breidenbruecker was making, doesn’t mean that people don’t have a better experience - it means people don’t know if they’ve been listening to adaptive or recorded, and nothing more. His point also serves as a direction for anyone thinking of producing music in this direction: you have to find a reason for your music to be adaptive. I think that’s very important.
Features! Those first free questions: that’s where you’re uncovering the many potential features around this type of music. You can get creative with it - there’s no 1 way to do it.
As for the last part: contracts. Although I consider the designer and composer to be the same person. The composer will need to work with teams, possibly. And teams are governed by the same thing bands and their management are governed by, so once more: contracts.
This is an interesting question, mostly because it reveals you have complicated concerns about today’s music industry and the future thereof. I would love to hear your perspective on it.
Re: The Song is paramount
Hey Anonymous, I agree!
The song is important. However, the song itself can become slightly adaptive also. I don't mean to say music will become a randomly generated soundscape... There will still be songs, there will be recomposition rules. Songs can be 99% every time you hear them, and many listeners might not even notice the slight variations based on whatever factors.
What I mean to say is: you're right, and I think these concepts are not mutually exclusive.
Re:
Don't tell me what to do.
Re:
Wrong site
To be honest, I think the NYT has a valid point, but poorly phrased and explained.
When I found out about the action, I was initially excited - "yeah! this is the day we fight back! ok what's the plan?"
Sign a petition. Put a banner. WTF? Not worthy of the word 'fight'.
Doing _something_ might be better than doing nothing at all, but what this is is controllable dissent, which democratic governments need to assert legitimacy.
The day we fight back should mean everyone setting up encryption for all the mailboxes of your friends, teaching people about Tor and VPN. Activism. Not signing a lousy petition. We need radical change.
Re: Oh, the irony
"it's a self-perpetuating surveillance mechanism that [the NSA doesn't] even have to pay for"
You could say the same for the web as a whole.
It appears now that the Beastie Boys asked for explanation from the makers, since they decided long ago to not let their music be featured in any commercials.
As for the company: I figure they did this to provoke more publicity... and they definitely succeeded.
I blame lobbyists and politicians that want to distract us from more important issues or have an interest in preserving the status quo which leads to the actual causes.
You missed the part where 'blank media' has now been extended to cover smartphones and hard drives as well. :(
Re: Re: Re:
Maybe you should start paying for being able to comment on Techdirt, because obviously you value it...
Intentional misinformation in the video, for what I think is dramatic effect.
They claim Russia jailed Pussy Riot for a YouTube video, but they were arrested before even leaving the scene of their performance.
I agree with the message but intentional misinformation annoys me. It's terrible enough not to have to mislead people. Besides, this is likely to touch a nerve with most Russian audience, who then will be less likely to take action, perhaps because they'd feel it looks like US propaganda.
Really disappointed by this.
Re: sheesh
They're doing some photo competition also.
Re: Re: I should get my mind out of the gutter
YEAH! So insensitive! Take narcissus to the gallows! [/UK Govt]
Arguably worse than what some countries the UK loves to criticize are doing, such as Russia.
And the thing I see government representatives saying over and over again here in Russia, is that their measures are in line with many Western / European policies...
The easiest way for us, as the West, to lead by example, is simply by not being hypocritical.
Did you notice that shortly after the .ga gov't seized the domain, some hackers managed to get a hold of it?
http://torrentfreak.com/me-ga-hackers-were-real-pirates-well-sell-dotcoms-domain-to-universal-121107/