Besides the starvation factor, unfortunately many of my musician friends and other local musicians that I have come across are not thinking deep, like I thought musician type would think. I saw many of them fall for the corona thing without asking questions. Taking the vaccine without questioning it. I feel the same non questioning attitude will happen with crypto. It baffles me!
The AI really wants music to learn from. It’s the emotion and creativity they are after.
They also want the artists because they are influencers, which can help with wider adoption.
@Gino From your link above:
Musicians will be able to receive payments in cryptocurrency thanks to a partnership between UnitedMasters and Coinbase.
Steve Stoute, the CEO of UnitedMasters, said: “Working with Coinbase to give independent artists the ability to be paid in crypto is a natural next step for us, using technology to ensure that the economics of the music business favor the creators behind it. As the financial sector continues to evolve and innovate, we’re committed to putting our artists in the best position to benefit from these changes.”
RE: Andreessen Horowitz
With funding from Alphabet, Andreessen Horowitz and 21st Century Fox, the companies are converging music, technology and storytelling in a way that has never been done before.
UnitedMasters is a technology and data-driven artist services company that provides creators tools to maximize their potential while remaining independent from traditional record labels. Translation Agency is a creative agency that connects the world’s most famous brands to culture through sports and entertainment.
Prior to founding Translation in 2004, Stoute was a music industry executive at Sony Music and Interscope Geffen A&M. He produced albums for Mariah Carey and Nas, led the production efforts for Gwen Stefani and Enrique Iglesias, and executive produced the Academy Award–winning “8 Mile” film and soundtrack.
In 2009, the American Advertising Federation inducted Steve into the Advertising Hall of Achievement. Steve was recognized as one of Fast Company’s Most Creative People in Business in 2014 and named Executive of the Year by Advertising Age in 2013. In 2011, Stoute added author to his list of accomplishments with the release of his critically acclaimed book, The Tanning of America. In this NY Times Best Seller, Steve builds on his philosophy of a global shift towards a “shared mental complexion,” by teaching corporate America how to understand and engage with today’s young adult market. Since its publication, the book has been made into a four-part VH1 documentary, “The Tanning of America” and an audiobook narrated by Kerry Washington.
Steve has been the keynote or featured speaker at many noted conferences including the NBA All-Star Tech Summit, Cannes Lions, the Sundance Film Festival, SXSW, Google Zeitgeist and as a speaker at UC Berkeley’s School of Data Science. (emphasis added)
by Steve Stoute
Not only do entertainment and advertising fit together, advertisers have a very important lesson to learn from the music industry — the art of developing and retaining fans.
How exactly can brands take a cue from the music industry? It’s simple. Advertisers should view themselves as artists, product offerings as their music, and consumers as their fan base. By reframing the traditional view of consumer relationships, brands will create a different kind of brand loyalty, strengthen commerce, and create a framework for continued success in contemporary culture.
Let’s play this idea out.
To develop a fan base, an artist has to appeal to the specific interests, desires, and tastes of those fans. To keep that fan base, an artist must sustain meaningful engagement, not only through the digital space, but also through traditional means. A person can have casual interest in an artist, but to become a true fan, they need access, face-time, and continued engagement.
The opposite model is currently being employed in advertising. Instead of taking strides to make real connection with consumers, advertisers continue to focus simply on buying mass. For the past 20 years, brands have adhered to the same traditional belief that if they just oversaturate the market, they will in turn buy engagement. That mentality is old, and beyond that, it’s just plain false. Consumers aren’t moved by exposure alone.
In the entertainment world, audiences react to authenticity, clear articulation, and curated messaging. Why can’t the same be true in advertising?
When advertisers start to create brand-to-consumer ecosystems that more closely resemble artist-to-fan relationships, they will undoubtedly see the benefits. For example, when artists go on tour, they can see first-hand who their fans are, what songs those fans love the most, and, most importantly, they can get a sense for what doesn’t work.
In 2016, brands have an opportunity to “go on tour” and give consumers live events that both educate and entertain. When done effectively, advertisers can collect real-time data to drive true consumer connection. Instead of blindly playing to an audience with little knowledge of effectiveness, advertisers can curate brand messaging to a consumer’s specific needs and interests.
This is not just a big idea, but the idea: Advertisers have to stop buying mass and start creating connection. Otherwise, they’ll likely find themselves playing to an empty stadium. (Stoute’s emphasis, not mine)