Technology has a transformative effect on how we experience the world around us, developments are happening at lightning speed. Apps for everyone’s desire, QR codes unlocking all sorts of information and media, and 24/7 contact through our devices even when we are miles apart. Technology offers possibilities that were previously impossible, increasingly embedding digital hyperreality into our daily lives. This transformation is evident in all aspects of our lives, including music.
In recent years, there has been a tremendous increase in experiencing concerts from favorite artists through live streams, partly due to the pandemic that forced us to stay home. This situation prompted many music professionals to contemplate: what else is possible? Slowly but surely, we are embracing the new opportunities that technology provides, not only for artists and creators but also for the listeners themselves.
Thijs Verhulst, Business Development Manager at Warner Music, emphasizes the shift in how the younger generation consumes music and media. Young demographics, aged 16 to 18, spend more time on visual media platforms like YouTube Shorts and TikTok. The following age group is more engaged in the gaming world. Their attention span might be shorter, but their expectations of an artist go beyond just music. Thus, technology is not merely an opportunity but a necessity in this evolving landscape.
Artists like Drake, Dua Lipa, and Ellie Goulding are already exploring the possibilities of technology. Pioneering work is predominantly seen in marketing activities, where artists broaden their profile to stand out in a content-saturated market. Immersion in technology is key to success, extending beyond audio. Connecting with fans based on shared values and pioneering in the integration of technology into being an artist is crucial.
Major stars are not the only ones exploring technological boundaries; there is also a lot of experimentation happening in Eindhoven. Established in 2018, Effenaar Lab serves as a makerspace where artists can acquire knowledge and experiment with VR, AR, and streaming. Experiments, such as the Hybrid Music Vibes program, provide artists with creative space to develop original ideas.
Artists like Julia Sabaté, Hiigo, RHIANNIN, and De Toegift are using technology to build a stronger bond with their fans. Julia Sabaté engages the audience in her visual show using generative artificial intelligence, turning them into co-creators. De Toegift creates a virtual environment where fans can communicate with the band via a QR code.
Max Frimout explores the possibilities of VR sound with the Odio app, allowing users to create a live remix of sound. Frimout emphasizes the importance of the spatial aspects of sound and the opportunities VR provides for shaping the listening experience.
As technology continues to transform the music world, artists have the task of finding their unique approach. The use of VR, AR, and other innovations not only offers marketing opportunities, but also for deepening the connection with the audience. Artists actively involved in these technological shifts will position themselves better for future success. It is an exciting time where creativity and technology come together to elevate the music experience to new heights. Curious to see in which industries AR is also making a change? Check the article here.
.svg)
