How Tech can Prioritize the needs of Creators
As the digital landscape evolves, it’s crucial for tech solutions to prioritize the needs of creators for sustainable growth. Explore how innovative platforms are shifting focus to empower creators and reshape the industry.
by Mathilde Neu via Reprtoir
As the music industry develops in the digital era, tech solutions are key for how artists create, distribute, and profit from their work. Technology can empower artists and revolutionize how music is made via streaming platforms to AI-powered tools.
However, for this relationship to succeed long-term, tech solutions must prioritize the interests of creators first.
Without focusing on creators, the industry could slip back into an old pattern—where artists are left out of the value equation.
In this article, we’ll talk about how tech solutions can transform the lives of musicians and the entire industry…
The Rise of Tech in Music and Its Impact on Creators
In recent years, tech advances have transformed the music industry. For instance, the rise of streaming platforms—such as Spotify, Apple Music, and YouTube—has enabled fans to access vast music libraries at a minimal cost. This has changed how music is consumed.
In 2023, international recorded music earnings increased by 10.2% to reach $28.6 billion, largely fueled by the growth in music streaming services.
Meanwhile, social media platforms and digital distribution networks have made it easier for artists to reach a global audience without the backing of a traditional record label.
In addition, AI-driven music generators and data analytics provide artists, with new ways to enhance their creativity and reach their fans.
The Risk of Reverting to Old Patterns
The music industry has a long history of grappling with artist compensation and content distribution. Before the streaming era, piracy was rampant—leaving musicians with little to no income from digital copies of their work.
Likewise, even in the era of physical media, artists had restrictive contracts with labels that limited their creative control and cut into their profits.
There’s also a danger that if tech solutions don’t prioritize creators, we may see a return to similar patterns. This risks eroding the trust and adoption that tech platforms rely on to succeed.
Why Tech Solutions Need Creators for Long-Term Success
- Creators as Core Users: Creators are central to tech platforms in the music industry, acting as both primary users and crucial contributors to the platform’s value.
- Streaming Services Depend on Content: Streaming platforms need a constant flow of fresh music to attract and retain subscribers, highlighting the importance of creator contributions.
- Social Media Engagement: Social platforms benefit from the engagement artists generate by connecting with fans and promoting their work, making creators indispensable to their success.
- Risk of Losing Appeal Without Creators: Without creators, tech solutions risk losing their appeal and may struggle to resonate with their target audience.
- Value of Active Artist Engagement: Tech platforms thrive when artists actively engage with them, adding continuous value through content and interactions.
- Importance of Addressing Creator Needs: Acknowledging and addressing the needs of creators helps tech companies build artist loyalty, ensuring sustained usage and support for their platforms.
- Cycle of Engagement and Innovation: Prioritizing creators’ needs can create a virtuous cycle of engagement, adoption, and innovation, benefiting tech companies and the artists who fuel their growth.
The Power of Collaboration Between Tech and Music Industries
The most successful tech solutions in the music industry are often the result of collaboration between technology providers and artists. When tech companies work closely with the music industry, they create solutions that meet the needs of both creators and consumers.
For example, Spotify’s Direct Artist Payouts and SoundCloud’s Fan-Powered Royalties are steps toward fairer compensation for artists.
Over 70% of artists surveyed in 2022 indicated that direct engagement tools and fairer royalties are essential for their loyalty to platforms.
Recommendations for Tech Solutions to Respect Creators
To truly prioritize creators, tech companies can take several actionable steps:
- Transparent revenue Models: Clear, accessible information about how much artists will be paid for their work helps build trust. Platforms can simplify payment structures, ensuring creators understand how they are compensated.
- User-friendly tools for creators: Platforms should offer tools that make it easy for artists to upload, promote, and monetize their work without needing advanced technical skills. This ensures accessibility for various creators, from emerging artists to established musicians.
- Fair compensation: Exploring models that allow artists to receive a larger share of the revenue can foster goodwill and loyalty. Offering various payout structures—including fan-powered royalties—can create fairer systems that recognize the value artists bring.
- Support for artist education: Educating creators on using platforms effectively and making the most available tools can empower artists to succeed in the digital landscape.
- Active Collaboration with Creators: Involving artists in decision-making, through advisory boards or feedback channels can ensure tech companies address creators’ real concerns and keep up with industry trends.
Conclusion
For tech solutions to thrive in the music industry, it’s essential to prioritize and respect creators. When the tech and music industries work together, the potential for innovation and growth is limitless.
Both industries should invest in creators because their support is vital to the longevity and success of tech platforms.
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