Every music industry insider is constantly on their toes attempting to predict the future of the business. In a world where you either evolve or become extinct, it’s critically important to identify those inevitable shifts, so we put together a panel of innovative minds to look towards the future of music creation and streaming technology.
Hosted by the Grammy Museum in Los Angeles, this “Streaming for Vengeance” panel features guitar icon Steve Vai, Metalocalypse mastermind Brendon Small, Joe Satriani / Dethklok bassist Bryan Beller, radio host Full Metal Jackie, WeTransfer VP of Marketing Stephen Canfield and is moderated by Berklee College of Music VP of Innovation & Strategy Panos Panay.
Steve Vai gives some priceless DIY advice during this discussion, explaining how he adapted with the rise of digital music downloads almost immediately. “When digital came along, I started really doing well,” Vai reveals. “I had a label, it was one of the first labels to have an account at iTunes. Instead of getting six cents, which is a good deal from a download, I get 72 [cents] because I uploaded it myself … I was looking for the things that can serve me and I found them.”
As not just a radio host, but a manager of bands like Five Finger Death Punch, Full Metal Jackie understands the importance of streaming, which is quickly becoming a top revenue source for artists. She also, however, embraces a grassroots method with the spike in technology. “I’ve discovered a ton of bands because of a Pandora channel or on Spotify radio, Apple Music, whatever it is,” Jackie begins. “When I go out on the road with my bands, I love just talking with people out there in the crowd because it’s the only way you’re really gonna know how people are figuring stuff out … ‘How did you hear about the show? How did you hear about this band?’ There’s definitely people that are discovering bands because of these playlists on all of these streaming platforms. That’s why it’s so important to figure out how to get your band playlisted.”
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