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Hook 914

The Hook: Big changes ahead for 2013?

11 December 2012

by Lars Brandle

D.A. Wallace
Artist
The new distribution channels that are starting to become dominant, like streaming, are going to really free up artists to create and to share with their fans in a much different, much more fluid and inventive way. And artists will break out of the album cycle that right now structures so much of their creative lives. It’s not unlikely that in a couple of years we’ll see artists releasing music when they’re done with it in the studio, and monetising it in real-time. With streaming service, an artist can get paid every time someone listens to their music forever. Ultimately, more artists will release music much more fluidly and creatively and they’ll be earning a lot more for it because they’re going to be getting paid every time someone enjoys it. You’re going to see a much more open canvass for that sort of creation. Of course, you’ve got artists now making records in their bedroom and selling millions of copies. For artists like that to create in that “quick and dirty” kind of way, the channels for their creativity will really open up.

Niv Novak
Managing Director, Sonos
If you look at the consumer electronics trends, certainly in the US, one of the big predictions for next year is on investment in consumer audio. One of the biggest categories recognised worldwide in the audio business is actually wireless products. Every streaming service doing business here wants to be involved in the space. We’re definitely not at the beginning of the end, but we’ve just reaching the end of the beginning. It’s going to be the biggest change in the way people consume content, and it’s going to come faster and harder than any other medium shift that we’ve seen. The mess in that transition has largely been done and cleaned up. But until the space consolidates and the big players really emerge, which will be two or three years from now, the players that are active in the business will all experience growth. From what I can tell, there’s growth in the outlook for worldwide record sales, and even the past 12 months have been among the most profitable in years. All predictions are that real revenue in the record industries are looking to go up and up.


Sudeep Gohil
CEO, Droga5
I’m fascinated by the 360-degree deals the likes of Live Nation are doing. If you’re a brand owner and you’re planning something 12 months out and you want to do something bold and auda- cious, you can actually have those conversations because everything in the artist’s business sits in one place. I’m seeing those conversations happening more and more with big record labels. They’ve finally caught up. The deals will be a lot more commercially astute. People will also find out that we really don’t need 25 different streaming music services. It’ll be interesting to see who’s left standing and which business model will work. Brands are becoming more involved in music – take alcohol brands in general. You’ll see more interesting deals done involving music. In the record industry, there’s still a degree of total cluelessness when it comes to brands. But they’re going to get better at that stuff. We’ll see more activity over the next 12-24 months. I know talking to my clients like Woolworths, they’re planning some really interesting campaigns, things you wouldn’t have thought a big supermarket chain would have done 12 months ago. There’s some hope at both ends of the spectrum.

Patrick Moxey
President and Founder, Ultra Music
Electronic dance music is a bubble that is impossible to pop. It might go down a bit, but there’s been a fundamental shift to the way people enjoy music and the way they create music. Music is part of our lives and it’s wired-in now as electronic. There’s no pop to the bubble. In electronic music, the three sub-genres that are on the way up are trap, hardstyle and deep house. And all of them are coming up fast. The continued cultural meltdown will go on – it’s exciting because now hip hop artists and pop stars from all parts of the globe are working together with dance music. In Los Angeles, the professional songwriting community is now very much involved with electronic dance music. So it will keep changing and each time we think it’s going to be a formula like the next David Guetta record, something else will come along and blow it away.

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