You'll probably be replaced & # 39; Digital Issues About Music Pioneers: A Stern Warning for Industry



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BTS at Citi FieldBig Hit Entertainment

Scott Cohen is a kind of puzzle in the music industry. It is at the same time a discreet mensch that quietly supports artists and music technology startups (such as a spring Spotify) and an energy player who advises industry bodies, such as British music industry. His music career began in the late 1980s as an artist manager, but he predicted the future impact of technology on the business while many others rejected it. There's elegant symmetry in your grand idea of ​​becoming a successful company that was sold back to the industry for over $ 200 million.

Your tone for what you would become The orchard was a distribution company for the digital music era. However, most record executives ridiculed the concept of the digital music market at the time, and so Cohen, who surfed the couch, began his early days. He found a collaborator who defined his career and allied himself with his independent colleague. Richard Gottehrer, who co-founded Sire Records with Seymour Stein in 1966. An accomplished music executive, performer and co-writer of such hits as "I want sweets"Gottehrer acquired the concept and was co-founder of The Orchard in 1997. Today, The Orchard is recognized as a pioneer music and video distribution company and operates in more than 40 global markets. fully purchased by Sony for $ 200 million in 2015.

Given the prescience of his vision, Cohen is in high demand as a mentor and public speaker. At the Eurosonic Nooderslag (ESNS) conference in Groningen earlier this month, & nbsp; he looked to the future with his main presentation "Racing Off The Cliff – What Comes After Streaming?"

Scott Cohen on Eurosonic NooderslagOisin Lunny

Cohen began by inviting the crowded auditorium to remember the music industry 10, 20, 30, 40 and 50 years ago. "In the '80s, rap music was dismissed as a fad, in the 1990s, no one in the industry could imagine a world without MTV, no one can conceive of a post-streaming or post-fan world. the music industry. If you want to know what's next, look at the world of technology. "

Artificial Intelligence (AI) was a key trend for Cohen. "There's 20,000 new tracks sent to Spotify every day, do you seriously think humans are listening to each track and categorizing them?" The overlapping of big data and artificial intelligence resulted in the death of the musical genre as a marketing concept, he continued. "Searching for genre no longer exists." New Music Friday or its Daily Mix on Spotify are not genres, and tracks come into their AI-controlled playlists because they are good. 2018 was BTS of South Korea, they had two # 1 debut albums on the Billboard 200. In the genre-driven world, these would have just been labeled World Music. "

Cohen explained how BTS fans are not only redefining the term "fan" but offering a glimpse of a "post-fan" world. Self-organization "BTS Army"Surprised UK concert promoters crowdfunding a billboard for welcome their idols to London. In South Korea, the BTS Army regularly pays for billboards to celebrate the band's birthdays, concerts and birthdays. The US subsidiary of the BTS Army has billboards in Times Square to support the band and have camped for more than a week to secure tickets for their first concert in the United States. Cohen said industry needed to empower this level of irrational fandom. "Today's bands need to create the environment for this relationship with their fans and help them do things on their own."

The world domination of BTS followed sharply to another of the great predictions of Cohen, a "post-western" music industry. "The global population is 7.7 billion people, but Europe, the US and Canada add up to only 1.1 billion. And as for the other 6.6 billion people, are you attacking them or ignoring them? If you ignore them, you are in serious trouble. India has a population of 1.3 billion and many millions of people in India have a good quality of life. There are 4.4 billion people in Asia, many of them have cell phones and are becoming more affluent. As an industry, are we thinking about it? "Cohen contrasted the high percentage of younger people in developing countries with aging populations in the West and was frank about the prospects of just transposing a Western-focused mentality." They do not want our shit; they have their own music. "

Cohen continued in a controversial vein, punching one of the holiest cows in the industry, the format of the album. "The album was artificial when it started, record labels have invented the format to generate more money, there is no album today, for anyone under 20, their mindset is" who cares, give me the hits. " He also spelled the end of our current paradigm of infinite choice. "The unlimited web experiment has failed in some respects.Twenty thousand new tracks are sent to digital services every day.Access to & # 39; everything & # 39; s too much! We need to move to a new model of reliable recommendations." Social media in its current iteration are also open to interruptions, he continued. "Social media is not what it once was: there are only three elements today: users, platforms that sell user data, and brands that sell material to users. younger people are already creating their own ad-hoc networks. Blockchain may be the stand-alone technology that facilitates a whole new way for people to connect with music. "

Blackwave at ESNSBart Heemskerk

Cohen highlighted the key importance of the live music industry, but challenged her to be more innovative. "Glastonbury sold out in 37 minutes without training, because people have a genuine hunger for shared experiences. Is the live industry making as much as possible or as little as possible? "The role of virtual reality (VR) and augmented reality (RA) has now been underestimated," he continued. "AR will have a big impact on the music industry, but almost nobody is doing anything about this. Mixed reality is being used by SAAB to help build combat jets, but in music space we only have dead people coming back as holograms. We need to be more creative. What's the point in just going to a VR show, I want to try something that can not happen in real life! Let's create completely new experiences using music. If you think & nbsp; mixed reality is not interesting, you will probably be replaced. "

Then Cohen deconstructed a concept that is central to popular music: the pop star. "To begin with, we only had our voices to express ourselves." Musical instruments were invented about 30,000 years ago, but it was only recently that purely electronic instruments were made that had no manifestation in physical space. by AI.At the moment, movie editors use AI to deliver exactly the right music, perfectly at the time of the movie cuts, and changes can be made in seconds.Machines can write good music and have no ego. then we'll use AI to help you create songs as we use spellchecking as you type now? Wait until the musicians actually work with AI and see what they can create. What would the "Dark Side of the Moon" look like? to AI, which pink Floyd to do in 2019?

After an hour of looking into the future, the ESNS delegates left the auditorium, pondering what might be a future moved to blockchain, post-fan, post-West, mixed-reality and blockchain-driven. Is the wider music industry asking the same questions, or are they convinced that the future is inconceivable without the current streaming paradigm? If something kills the music industry every ten years, as Cohen suggests, we will not have to wait long to find out.

Nooderslag Eurosonic (ESNS)ESNS

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BTS at Citi FieldBig Hit Entertainment

Scott Cohen is a kind of puzzle in the music industry. It is at the same time a discreet mensch that quietly supports artists and music technology startups (such as the nascent Spotify) and a power player who advises industry bodies such as British Phonographic Industry. His music career began in the late 1980s as an artist manager, but he predicted the future impact of technology in business, while many others rejected it. There's elegant symmetry in your grand idea of ​​becoming a successful company that was sold back to the industry for over $ 200 million.

His argument for what would become The Orchard was a distribution company for the digital music era. However, most record executives ridiculed the concept of the digital music market at the time, and so Cohen, who surfed the couch, began his early days. He found a collaborator who defined his career and teamed up with colleague Richard Gottehrer, who co-founded Sire Records with Seymour Stein in 1966. A talented music executive, performer and co-scriptwriter for hits like "I Want Candy, Gottehrer and co-founded The Orchard in 1997. Today, The Orchard is recognized as a pioneer music and video distribution company and operates in more than 40 global markets. It was fully purchased by Sony for $ 200 million in 2015.

Given the prescience of his vision, Cohen is in high demand as a mentor and public speaker. At the Eurosonic Nooderslag (ESNS) conference in Groningen earlier this month he looked to the future with his main presentation "Racing Off The Cliff – What Comes After The Broadcast?"

Scott Cohen on Eurosonic NooderslagOisin Lunny

Cohen began by inviting the crowded auditorium to remember the music industry 10, 20, 30, 40 and 50 years ago. "In the '80s, rap music was dismissed as a fad, in the 1990s no one in the industry could imagine a world without MTV.Now nobody can conceive of a world that is post-streaming or post-fan. kills the music industry. If you want to know what's next, look at the world of technology. "

Artificial Intelligence (AI) was a key trend for Cohen. "There's 20,000 new tracks sent to Spotify every day, do you seriously think humans are listening to each track and categorizing them?" The overlapping of big data and artificial intelligence resulted in the death of the musical genre as a marketing concept, he continued. "New Music Friday or its Daily Mix on Spotify are not genres, and tracks are on their AI-based playlists because they are good." The biggest track on iTunes 2017 was Despacito, one of the biggest acts of 2018 was BTS of South Korea, they had two # 1 debut albums on the Billboard 200. In the genre-driven world, these would have just been labeled World Music. "

Cohen explained how BTS fans are not only redefining the term "fan" but offering a glimpse into a "post-fan" world. Self-organization "BTS Army"Surprised UK concert promoters crowdfunding a billboard to receive their idols in London. In South Korea, the BTS Army regularly pays for billboards to celebrate the band's birthdays, concerts and birthdays. The US subsidiary of the BTS Army has teamed up for billboards in Times Square to support the band and they camped for more than a week to secure tickets for their first concert in the United States. Cohen said industry needed to empower this level of irrational fandom. "Today's bands need to create the environment for this relationship with their fans and help them do things on their own."

The world domination of BTS followed sharply to another of the great predictions of Cohen, a "post-western" music industry. "The global population is 7.7 billion people, but Europe, the US and Canada add up to only 1.1 billion. And as for the other 6.6 billion people, are you attacking them or ignoring them? If you ignore them, you are in serious trouble. India has a population of 1.3 billion and many millions of people in India have a good quality of life. There are 4.4 billion people in Asia, many of them have cell phones and are becoming more affluent. As an industry, are we thinking about all of this? "Cohen contrasted the high percentage of younger people in developing countries with the aging populations of the West and was frank about the prospects of just transposing a Western-focused mentality." They don & # 39; I want our shit; they have their own music. "

Cohen continued in a controversial vein, punching one of the holiest cows in the industry, the format of the album. "The album was artificial when it started, record companies invented the format to generate more money, there is no album today, for anyone under 20, their mindset is who cares, gives me hits, ". He also spelled the end of our current paradigm of infinite choice. "The unlimited web experiment has failed in some respects.Twenty thousand new tracks are loaded into digital services every day.Access to & # 39; everything & # 39; s too much! We need to move on to a new model of reliable recommendations." Social media in its current iteration are also open to interruptions, he continued. "Social media is not what it used to be: today there are only three elements: users, platforms that sell user data, and brands that sell things to users. Young people are already creating their own ad-hoc networks. The blockchain can be the standalone technology that facilitates a whole new way of connecting people with music. "

Blackwave at ESNSBart Heemskerk

Cohen highlighted the key importance of the live music industry, but challenged her to be more innovative. "Glastonbury sold out in 37 minutes without training because people have a genuine hunger for shared experiences." "Is the live industry doing as much as possible or as little as possible?" "We need to create new live music experiences." The role of virtual reality (RV) and augmented reality (RA) has now been underestimated, he continued. "AR will have a big impact on the music industry, but almost no one is doing anything about it. Mixed reality is being used by SAAB to help build fighter jets, but in music space we just have dead people coming back like we need to be more creative.What's the point of just going to an RV show, I want to try something that can not happen in real life ?? Let's create completely new experiences using music.If you think mixed reality isn & # 39; t interesting, you'll probably be replaced. "

Then Cohen deconstructed a concept that is central to popular music: the pop star. "To begin with, we had our voices to express ourselves." Musical instruments were invented some 30,000 years ago, but only recently were purely electronic instruments made that had no manifestation in physical space. movies currently use AI to deliver the right music, perfectly in time with the movie cuts, and the changes can be made in seconds. to create music as we use spell checking as you type now? Wait until the musicians actually work with AI and see what they can create. "What would" Dark Side of the Moon "sound like with AI in 2019?

After an hour of looking into the future, the ESNS delegates left the auditorium, pondering what might be a future moved to blockchain, post-fan, post-West, mixed-reality and blockchain-driven. Is the wider music industry asking the same questions, or are they convinced that the future is inconceivable without the current streaming paradigm? If something kills the music industry every ten years, as Cohen suggests, we will not have to wait long to find out.

Nooderslag Eurosonic (ESNS)ESNS

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