My Top Music Tech Launches Of 2015 – Mike Doernberg, ReverbNation
Between now and the end of the year we're asking a select group of music industry leaders and thinkers to share what they saw as the truly important music tech launches of 2015. Today ReverbNation CEO Michael Doernberg weighs in.
________________________________________
While it remains to be seen how successful any of these ventures will be, I believe that these launches represent ideas that will play an important role in music going forward. I see them primarily as illustrative and look forward to seeing how things play out.
Vessel — Fair Artist Deals
Launched by the former head of Hulu, Vessel aims to take the YouTube model and create a fairer, more balanced platform for creators. By giving the power to their users to control their channels and monetize their work as they see fit, Vessel is part of a growing movement that seeks to create a more equitable system.
Apple Music — Curation
When Apple Music launched, it had to set itself apart from competitors like Spotify. It did that with human-curated playlists and radio shows that brought the human element back into music discovery. It’s no longer enough to just have a large catalog of great music at your disposal — people’s listening experiences need to become more tailored beyond what algorithms can support. For our part, we launched the ReverbNation Discover app, which uses our Curation at Scale technology and industry expertise to program great music.
Vice & Live Nation — Merging of Music & Media
When Vice and Live Nation inked their partnership this year, it was a signal to the industry that a big part of 2016 will focus on the integration of traditional media sources and music. And with the introduction of live streaming platforms like Periscope and Meerkat, it will become increasingly important for music companies to branch out and offer real-time experiences for their users.
Apple Watch/Wearables — Music & Tech Everywhere
Apple has rarely been first, but their entrance into new markets usually validates an emerging trend. This was true with the personal computer, the MP3 player, and smart phones. The introduction of the Apple Watch should be no different, and while the impact on music remains to be seen, it’s hard to believe we won’t feel some impact from its presence.
Oculus Rift —Virtual Reality
This technology may not fully take off for a few years, but we strongly suspect that VR will come to play an important role in music discovery. Imagine being able to attend your favorite festival or sit in on a rehearsal with your favorite band? Fans have already begun to expect and appreciate being taken further into the creative process and behind-the-scenes with the bands they love, and VR technology would take that trend to its logical conclusion.
